赔礼还是赔钱?——基于情绪感染理论的旅游景区服务补救策略研究
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摘要
近年来,旅游景区频繁发生服务失误事件,如何进行有效的服务补救,需要引起学术界以及实践界更多的关注。为了明晰旅游景区服务补救问题,文章从情绪感染理论的视角出发,对旅游服务补救的策略进行精细化研究。文章采用两个实验对4个研究假设进行实证检验,研究结果表明:1)旅游景区采取补救措施能够显著提高游客的正面响应;2)游客情绪在服务补救与游客正面响应间起着完全中介作用;3)与功利补救相比,象征补救对游客情绪的影响更显著;4)补救方式与失误类型存在部分交互作用,过程失误时象征补救的效果会更好,结果失误时象征补救与功利补救无显著差别。最后,提出了旅游景区补救的具体实践措施以及未来研究方向。
The emergence of experience economy makes tourism scholars and practitioner pay more and more attention to the service quality. As a critical factor of tourism experience quality, tourism service quality plays an important role in both the service and recovery stages. Just like other service,tourism service is heterogeneous and invisible. What's more, since the tourism consumption mainly happens in the unusual environment, tourism service failure occurs more frequently than other types of service. In the previous tourism service failure and recovery studies, researchers have focused on tourism enterprises, such as hotels and airlines. Surprisingly, scenic areas have received little attention,given that the service failures in scenic areas is second most reported by consumers. Tourists in scenic areas emphasize emotional experience more than utilitarian experience. Hence, it is of the great importance to study how to effectively improve tourist satisfaction. A good tourism service recovery can improve tourist satisfaction. More importantly, it helps build long-term relationship with customers.Previously, scholars have done research on tourist satisfaction considering the mode of cognition. Little research has investigated the mode of emotion. This paper refers to the emotional contagion theory, and attempts to clarify the recovery strategies of scenic areas. This paper adopted scenario experiment, and used 2 experiments to test 4 hypotheses. Results show that:(1) recovery actions from scenic areas significantly improve tourist attitude;(2) The effect of recovery actions on tourist attitude is mediated by tourists. emotions;(3) compared with utilitarian recovery, symbolic recovery has a more positive impact on tourist emotions;(4) there is partial interaction between recovery methods and failure types.Specifically, symbolic recovery is more effective in process failure; however, there is no significant difference between symbolic recovery and utilitarian recovery in outcome failure. Different from the previous research, which claims symbolic recovery to be always effective, the current study contribute to a better understanding of symbolic and utilitarian recovery strategies by c onsidering the failure types. Based on the discussion above, we propose that scenic areas should not overlook the service failure, but to plan recovery strategy wisely. In addition, service staffs of scenic areas ought to take recovery strategies according to failure types rather than compensation. The limitations and future research directions were discussed.
The emergence of experience economy makes tourism scholars and practitioner pay more and more attention to the service quality. As a critical factor of tourism experience quality, tourism service quality plays an important role in both the service and recovery stages. Just like other service,tourism service is heterogeneous and invisible. What's more, since the tourism consumption mainly happens in the unusual environment, tourism service failure occurs more frequently than other types of service. In the previous tourism service failure and recovery studies, researchers have focused on tourism enterprises, such as hotels and airlines. Surprisingly, scenic areas have received little attention,given that the service failures in scenic areas is second most reported by consumers. Tourists in scenic areas emphasize emotional experience more than utilitarian experience. Hence, it is of the great importance to study how to effectively improve tourist satisfaction. A good tourism service recovery can improve tourist satisfaction. More importantly, it helps build long-term relationship with customers.Previously, scholars have done research on tourist satisfaction considering the mode of cognition. Little research has investigated the mode of emotion. This paper refers to the emotional contagion theory, and attempts to clarify the recovery strategies of scenic areas. This paper adopted scenario experiment, and used 2 experiments to test 4 hypotheses. Results show that:(1) recovery actions from scenic areas significantly improve tourist attitude;(2) The effect of recovery actions on tourist attitude is mediated by tourists. emotions;(3) compared with utilitarian recovery, symbolic recovery has a more positive impact on tourist emotions;(4) there is partial interaction between recovery methods and failure types.Specifically, symbolic recovery is more effective in process failure; however, there is no significant difference between symbolic recovery and utilitarian recovery in outcome failure. Different from the previous research, which claims symbolic recovery to be always effective, the current study contribute to a better understanding of symbolic and utilitarian recovery strategies by c onsidering the failure types. Based on the discussion above, we propose that scenic areas should not overlook the service failure, but to plan recovery strategy wisely. In addition, service staffs of scenic areas ought to take recovery strategies according to failure types rather than compensation. The limitations and future research directions were discussed.
引文
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(1)资料来源:国家旅游局地方新闻. http://www.cnta.gov.cn/xxfb/xxfb_dfxw/index.shtml, 2017-04-05.
(2)资料来源:新浪新闻中心. http://news.sina.com.cn/o/2017-08-04/doc-ifyitayr9140706.shtml,2017-08-04.
(1)资料来源:国家旅游局. 2013年全国旅游投诉情况通报. http://www.cnta.gov.cn/zwgk/tzggnew/gztz/201506/t20150625_429526.shtml,2014-05-09.
[2]MATIOS C A D,HENRIQUE J L,ROSSI C A V.Service recovery paradox:A meta-analysis[J].Journal of Service Research,2007,10(1):60-77.
[3]BIRNER M J,TETREAULT M S.The service encounter:Diagnosing favorable and unfavorable incidents[J].Journal of Marketing,1990,54(1):71-84.
[4]BITNER M J,BOOMS B H,MOHR L A.Critical service encounters:The employee's viewpoint[J].Journal of Marketing,1994,58(4):95-106.
[5]ZHOU Y,TSANG A S L,HUANG M,et al.Group service recovery strategies effectiveness:The moderating effects of group size and relational distance[J].Journal of Business Research,2014,67(11):2480-2485.
[6]PARK J,HA S.Co-creation of service recovery:Utilitarian and hedonic value and post-recovery responses[J].Journal of Retailing&Consumer Services,2016,28:310-316.
[7]CHEN Guoping,BIAN Erbao,LI Chengjiao.The Moderating effect of self-regulatory orientation of customers.justice in service remedy:Based on the empirical study of travel services[J].Tourism Tribune,2012,27(8):53-59.[陈国平,边二宝,李呈娇.服务补救中自我调节导向对顾客感知公平的调节作用--基于旅行社的实证研究[J].旅游学刊,2012,27(8):53-59.]
[8]BO Xiangping,ZHANG Hui.Study on the recovery quality of tourism service by the synthetic fuzzy evaluation[J].Nankai Business Review,2005,8(4):18-2.[薄湘平,张慧.旅游服务补救质量的综合模糊评价方法探讨[J].南开管理评论,2005,8(4):18-21.]
[9]ZHANG Lingyun.Unusual environment:The core concept of tourism research:A new framework for tourism research[J].Tourism Tribune,2009,24(7):12-17.[张凌云.非惯常环境:旅游核心概念的再研究--建构旅游学研究框架的一种尝试[J].旅游学刊,2009,24(7):12-17.]
[10]OZKAN-TEKTAS O,BASGOZE P.Pre-recovery emotions and satisfaction:A moderated mediation model of service recovery and reputation in the banking sector[J].European Management Journal,2016,35(3):388-395.
[11]SMITH A K,BOLTON R N.The effect of customers.emotional responses to service failures on their recovery effort evaluations and satisfaction judgments[J].Journal of the Academy of Marketing Science,2002,30(1):5-23.
[12]FU H,WU D C,HUANG S S,et al.Monetary or nonmonetary compensation for service failure?A study of customer preferences under various loci of causality[J].International Journal of Hospitality Management,2015,46:55-64.
[13]ZHANG Shengliang,GAO Huan.The effect of service recovery on consumer emotion and behavior intention[J].Nankai Business Review,2011,14(2):37-43.[张圣亮,高欢.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论,2011,14(2):37-43.]
[14]SONG Yiping,WANG Xiaoyan.The impact of service failure attribution on service recovery[J].Nankai Business Review,2005,8(4):12-17.[宋亦平,王晓艳.服务失误归因对服务补救效果的影响[J].南开管理评论,2005,8(4):12-17.]
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(2)资料来源:新浪新闻中心. http://news.sina.com.cn/o/2017-08-04/doc-ifyitayr9140706.shtml,2017-08-04.
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