自助服务失误情境下的顾客动态应对机制
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摘要
随着信息技术和网络技术的日益普及,我国自助服务进入高速发展期。与传统服务类似,自助服务同样会产生服务失误,加之顾客使用自助服务时周围没有服务人员帮助以及自助服务本身具有一定的技术含量,对缺乏操作能力和经验的消费者来说,出现服务失误的概率更高。而自助服务失误情境下,顾客能否适当应对既关系着顾客服务要求的满足,也关系着企业有形资产和无形资产的保持与增值。考虑到顾客应对是一个动态交互过程,为更加清晰地反映自助服务失误情境下顾客动态应对的过程,需要从动机、机会、能力三个方面入手,采用动态和交互的方法来进行研究。其中,对于不涉及企业补救的过程,可基于事件过程视角,从顾客对失误本身的应对出发进行研究;对于涉及企业补救的过程,由于消费者不仅会对失误情境采取一级应对,而且会根据企业补救措施和效果采取二级应对,可基于交互视角进行研究。此外,鉴于顾客应对行为具有较强的社会文化依赖性,不同文化背景和价值体系下顾客应对的内涵与维度存在显著差异,我国顾客应对机制相关研究一定要基于我国的文化背景。
With the rapid development of IT and Internet technology,self-service in China has entered the stage of rapid development.Similar to traditional service,there will also exist service failure in self-service;and the lower capability for operation and less experience will lead to more service failure.In the context of self-service failure,if the customers cope with the failure appropriately has close relation with not only customers' satisfaction,but also the maintenance and appreciation of tangible asset(SST device)and intangible asset(the goodwill of enterprise).Customer coping is a dynamic and interactive process.To better reflect this process,we should start from such three aspects as motivation,opportunity and capability,and adopt the dynamic and interactive methods.For processes not involving enterprises remedy,we should carry out research from customer coping with the failure itself based on the issue;and for processes involving enterprises remedy,we should carry out research from the interactive angle.Besides,because customer coping behavior will heavily depend on social and cultural factors,and customer coping with different cultural background and value system will quiet different with each other,research on China's customer coping should be based on China's cultural background.
With the rapid development of IT and Internet technology,self-service in China has entered the stage of rapid development.Similar to traditional service,there will also exist service failure in self-service;and the lower capability for operation and less experience will lead to more service failure.In the context of self-service failure,if the customers cope with the failure appropriately has close relation with not only customers' satisfaction,but also the maintenance and appreciation of tangible asset(SST device)and intangible asset(the goodwill of enterprise).Customer coping is a dynamic and interactive process.To better reflect this process,we should start from such three aspects as motivation,opportunity and capability,and adopt the dynamic and interactive methods.For processes not involving enterprises remedy,we should carry out research from customer coping with the failure itself based on the issue;and for processes involving enterprises remedy,we should carry out research from the interactive angle.Besides,because customer coping behavior will heavily depend on social and cultural factors,and customer coping with different cultural background and value system will quiet different with each other,research on China's customer coping should be based on China's cultural background.
引文
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[4]KIRMANI A,CAMPBELL M.Goal seeker and persuasion sentry:how consumer targets respond to interpersonal marketing persuasion[J].Journal of consumer research,2004,31(3):573-582.
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[11]ROSELIUS T.Consumer ranking of risk reduction methods[J].Journal of marketing,1971,35(1):56-61.
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[15]GRéGOIRE Y,FISHER R J.Customer betrayal and retaliation:when your best customers become your worst enemies[J].Journal of the academy of marketing science,2008,36(2):247-261.
[16]SKINNER E A,ZINMER-GEMBECK M J.The development of coping[J].Annual review of psychology,2007,58:119-144.
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[20]TSARENKO Y,STRIZHAKOVA Y.Coping with service failures:the role of emotional intelligence,self-efficacy and intention to complain[J].European journal of marketing,2013,47(1/2):71-92.
[21]FORBES LP,KELLEY S W,HOFFMAN K D.Typologies of e-commerce retail failures and recovery strategies[J].Journal of services marketing,2005,19(5):280-292.
[22]FORBES L P.When something goes wrong and no one is around:non-internet self–service technology failure and recovery[J].Journal of service marketing,2007,22(4):316-327.
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[24]CLAYCOMB C,LENGNICK-HALL C A,INKS L W.The customer as a productive resource:a pilot study and strategic implications[J].Journal of business strategies,2001,18(1):47-69.
[25]DONG B,EVANS K P,ZOU S.The effects of customer participation in co-created service recovery[J].Journal of the academy of marketing science,2008,36(1):123-137.
[26]MEUTER M L,BITNER M J.Self-service technologies:extending service frameworks and identifying issues for research[C]//DHRUV G,CONNIE P.AMA winter educators'conference proceedings.Chicago,IL:American Marketing Association,1998.
[27]XU Y,MARSHALL R.Show you care:initiating co-creation in service recovery[J].Journal of service management,2014,25(3):369-387.
[28]ZHU Z,NAKATA C,SIVAKUMAR K,et al.Fix it or leave it?customer recovery from self-service technology failures[J].Journal of retailing,2013,89(1):15-29.
[29]GREWAL D,ROGGEVEEN A L,TSIROS M.The effect of compensation on repurchase intentions in service recovery[J].Journal of retailing,2008,84(4):424-434.
[30]MCCOLLOUGH M A,BERRY L L,YADAV M S.An empirical investigation of customer satisfaction after service failure and recovery[J].Journal of service research,2003,3(2):121-137.
[31]SMITH A K,BOLTON R N,WAGNER J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of marketing research,1999,36(3):356-372.
[32]陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113.
[33]DABHOLKAR P A,BAGOZZI R P.An attitudinal model of technology-based self-service:moderating effects of consumer traits and situational factors[J].Journal of the academy of marketing science,2002,30(3):184-201.
[34]张童.服务失败情境下银行声誉对理财顾客应对行为的影响研究[J].中央财经大学学报,2014(7):39-46.
[35]李斐斐,王兴元.顾客应对倾向、服务失误程度与服务补救策略[J].财经论丛,2015(2):91-98.
[36]姜乾金,祝一虹.特质应对问卷的进一步探讨[J].中国行为医学科学,1999,8(3):167-169.
[37]LAZARUS R S.Coping theory and research:past,present,and future[J].Psychosomatic medicine,1993,55(3):234-247.
[2]YI S,BAUMGARTNER H.Coping with negative emotions in purchase-related situations[J].Journal of consumer psychology,2004,14(3):303-317.
[3]DUHACHEK A.Coping:a multidimensional,hierarchical framework of responses to stressful consumption episodes[J].Journal of consumer research,2005,32(1):41-53.
[4]KIRMANI A,CAMPBELL M.Goal seeker and persuasion sentry:how consumer targets respond to interpersonal marketing persuasion[J].Journal of consumer research,2004,31(3):573-582.
[5]DUHACHEK A,OAKLEY J L.Mapping the hierarchical structure of coping:unifying empirical and theoretical perspectives[J].Journal of consumer psychology,2007,17(3):218-233.
[6]LUCE M F.Choosing to avoid:coping with negatively emotion-laden consumer decisions[J].Journal of consumer research,1998,24(4):409-433.
[7]MAHESWARAN D,AGRAWAL N.Motivational and cultural variations in mortality salience effects:contemplations on terror management theory and consumer behavior[J].Journal of consumer psychology,2004,14(3):213-218.
[8]LUCE M F,KAHN B E.Avoidance or vigilance?the psychology of false-positive test results[J].Journal of consumer research,1999,26(3):242-259.
[9]MICK D G,FOURNIER S.Paradoxes of technology:consumer cognizance,emotions,and coping strategies[J].Journal of consumer research,1998,25(2):123-143.
[10]BETTMAN J R.Perceived risk and its components:a model and empirical test[J].Journal of marketing research,1973,10(2):184-190.
[11]ROSELIUS T.Consumer ranking of risk reduction methods[J].Journal of marketing,1971,35(1):56-61.
[12]SUJAN M,SUJAN H,BETTMAN J,et al.Sources of consumers’stress and their coping strategies[J].European advances in consumer research,1999,4:182-187.
[13]FOLKMAN S,LAZARUS R S.An analysis of coping in a middle-aged community sample[J].Journal of health and social behavior,1980,21(3):219-239.
[14]LAZARUS R S.The role of coping in the emotions and how coping changes over the life course[M]//MAGAI C,MCFADDEN S H.Handbook of emotions,adult development,and aging.San Diego,CA:Academic Press,1996:289-306.
[15]GRéGOIRE Y,FISHER R J.Customer betrayal and retaliation:when your best customers become your worst enemies[J].Journal of the academy of marketing science,2008,36(2):247-261.
[16]SKINNER E A,ZINMER-GEMBECK M J.The development of coping[J].Annual review of psychology,2007,58:119-144.
[17]ALDWIN C M,REVENSON T A.Does coping help?a reexamination of the relation between coping and mental health[J].Journal of personality and social psychology,1987,53(2):337-348.
[18]PAVIA T M,MASON M J.The reflexive relationship between consumer behavior and adaptive coping[J].Journal of consumer research,2004,31(2):441-454.
[19]CHEBAT J-C,DAVIDOW M,CODJOVI I.Silent voices:why some dissatisfied consumers fail to complain[J].Journal of service research,2005,7(4):328-342.
[20]TSARENKO Y,STRIZHAKOVA Y.Coping with service failures:the role of emotional intelligence,self-efficacy and intention to complain[J].European journal of marketing,2013,47(1/2):71-92.
[21]FORBES LP,KELLEY S W,HOFFMAN K D.Typologies of e-commerce retail failures and recovery strategies[J].Journal of services marketing,2005,19(5):280-292.
[22]FORBES L P.When something goes wrong and no one is around:non-internet self–service technology failure and recovery[J].Journal of service marketing,2007,22(4):316-327.
[23]ROBERTSON N,MCQUILKEN L,KANDAMPULLY J.Consumer complaints and recovery through guaranteeing self-service technology[J].Journal of consumer behavior,2012,11(1):21-30.
[24]CLAYCOMB C,LENGNICK-HALL C A,INKS L W.The customer as a productive resource:a pilot study and strategic implications[J].Journal of business strategies,2001,18(1):47-69.
[25]DONG B,EVANS K P,ZOU S.The effects of customer participation in co-created service recovery[J].Journal of the academy of marketing science,2008,36(1):123-137.
[26]MEUTER M L,BITNER M J.Self-service technologies:extending service frameworks and identifying issues for research[C]//DHRUV G,CONNIE P.AMA winter educators'conference proceedings.Chicago,IL:American Marketing Association,1998.
[27]XU Y,MARSHALL R.Show you care:initiating co-creation in service recovery[J].Journal of service management,2014,25(3):369-387.
[28]ZHU Z,NAKATA C,SIVAKUMAR K,et al.Fix it or leave it?customer recovery from self-service technology failures[J].Journal of retailing,2013,89(1):15-29.
[29]GREWAL D,ROGGEVEEN A L,TSIROS M.The effect of compensation on repurchase intentions in service recovery[J].Journal of retailing,2008,84(4):424-434.
[30]MCCOLLOUGH M A,BERRY L L,YADAV M S.An empirical investigation of customer satisfaction after service failure and recovery[J].Journal of service research,2003,3(2):121-137.
[31]SMITH A K,BOLTON R N,WAGNER J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of marketing research,1999,36(3):356-372.
[32]陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113.
[33]DABHOLKAR P A,BAGOZZI R P.An attitudinal model of technology-based self-service:moderating effects of consumer traits and situational factors[J].Journal of the academy of marketing science,2002,30(3):184-201.
[34]张童.服务失败情境下银行声誉对理财顾客应对行为的影响研究[J].中央财经大学学报,2014(7):39-46.
[35]李斐斐,王兴元.顾客应对倾向、服务失误程度与服务补救策略[J].财经论丛,2015(2):91-98.
[36]姜乾金,祝一虹.特质应对问卷的进一步探讨[J].中国行为医学科学,1999,8(3):167-169.
[37]LAZARUS R S.Coping theory and research:past,present,and future[J].Psychosomatic medicine,1993,55(3):234-247.