不同社会距离顾客对服务接触失败下补救措施的反应与偏好研究

发布时间：2018-06-17 02:29

本文选题：社会距离 + 解释水平理论　；参考：《管理评论》2017年12期

【摘要】：服务接触失败中,顾客对于补救措施的偏好因人而异。本文运用解释水平理论尝试从社会距离的角度解释这一现象背后的原因,通过研究1检验不同社会距离顾客对"打折补救"和"赠送补救"的偏好差异,并在此基础上通过研究2验证严重/轻微服务接触失败下给予不同社会距离顾客打折/赠送补救后他们的满意度区别。结果表明:(1)当接受等价值的补救措施时,"近距离顾客"更喜欢"赠送补救","远距离顾客"更喜欢"打折补救"。(2)经历严重服务接触失败后,当给予"赠送补救"时近距离顾客的补救后满意度高于远距离顾客,当给予"打折补救"时两者满意度无显著差异;经历轻微服务接触失败后,当给予"打折补救"时远距离顾客的补救后满意度高于近距离顾客,当给予"赠送补救"时补救后满意度具有相反趋势。
[Abstract]:In the failure of service contact, the customer's preference for remedial measures varies from person to person. This paper tries to explain the reasons behind this phenomenon from the angle of social distance by using the level of explanation theory, and tests the difference of customers' preference for "discount remedy" and "gift remedy" in different social distances. On the basis of this, we verify the difference of customer satisfaction after giving discounted / complimentary remedies to customers with different social distances under severe / slight service contact failure through study 2. The results showed that when accepting remedies of equal value, "close customers" preferred "gift remedies" and "long-distance customers" preferred "discount remedies". When "gift remedy" was given, the satisfaction degree of the close-distance customer was higher than that of the remote customer, and when the "discount remedy" was given, there was no significant difference between the two. The satisfaction degree of long-distance customers is higher than that of close-range customers when "discount remedy" is given, and the satisfaction degree after remediation has the opposite trend when "gift remedy" is given.
【作者单位】：东北师范大学商学院;
【基金】：国家社会科学基金项目(15BGL092)
【分类号】：F274

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