服务失误补救：从关系与归因角度分析
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摘要
服务失误在服务行业是不可避免的，顾客遇到服务失误以后的流失率非常高，并且对企业不利的行为倾向如负面口碑，敌对行动等表现非常明显，因此企业进行及时的服务补救，挽留顾客，进而获得顾客满意和忠诚是非常有必要的。
本次研究是在以往文献回顾的基础上，建立相应研究构架。本文的研究目的是研究顾客服务质量、关系质量、顾客归因、顾客不满程度等对服务补救效果以及顾客行为倾向的影响程度。同时本研究还准备研究顾客抱怨倾向以及比较不同的补救措施的效果，即精神补救和物质补救的补救效果是否有明显差异。最后，本研究研究男性和女性顾客在行为倾向、归因、服务补救效果上是否具有明显差异。
经过抽样调查，本次研究获得了128份有效问卷，问卷回收率为88％。本次研究采用情境问卷设计，并且利用SPSS统计分析软件对数据进行分析，主要的分析方法包括相关分析、T检验、回归分析。重要的研究结论包括：第一，顾客向企业员工或管理层抱怨的比例非常低，顾客在遭遇服务失误后的流失率非常高；第二，综合服务补救后的满意程度与综合服务补救以后的顾客行为倾向变化显著相关；第三，归因和顾客不满、关系质量能够显著影响顾客遭遇服务失误后的行为倾向；第四，关系质量感知、顾客不满程度能够显著影响顾客服务补救后的满意程度，同时只有关系质量感知能够显著影响服务补救后顾客行为倾向的改变。这说明顾客不满情绪对服务补救效果没有显著影响，非常不满的顾客一样能够得到很好的补救，同时企业在服务补救过程中应该主动承担责任，因为顾客归因并不影响服务补救的效果；第五，物质补救比精神补救的效果要好；第六，接受相同的服务补救，不同性别顾客的服务补救效果有显著差异；而经历相同的服务失误以后，不同性别顾客的行为倾向、不满程度、顾客归因没有显著差异。
Service failure is inevitable. When a customer encounters a service failure, the rate of defection and the unfavorable behavior intention such as negative word-of-mouth, hostile actions would be severe, so service recovery in time is necessary in maintaining customer and getting customer's satisfaction and loyalty.
This study investigates the influences of service quality, relation quality, attribution, the degree of dissatisfaction on the result of service recovery and customer's behavior intentions. The complaining intentions and the different effects between psychology recovery and tangible recovery are also researched. At last, this study investigates differences between man and woman in behavior intentions, attribution and the result of service recovery.
This study uses situational questionnaire, and the main analyzing methods are correlation, T-test, linear regression, all of which are analyzed by SPSS. The important conclusions include: the first, the rate of complaining to employee or manager is very low and the rate of customer defection is very high after service failure; the second, the level of satisfaction and the change of behavior intention after synthesized service recovery are significantly correlated; the third, the attribution, relation quality and the level of dissatisfaction significantly influence the satisfaction of customer on service recovery; the forth, relation quality and the level of dissatisfaction can significantly influence the level of satisfaction on service recovery. Only relation quality can significantly influence the change of behavior intentions after customer receives service recovery, while the level of dissatisfaction and attribution have no significant effects on the results of service recovery. This conclusion shows tha
t the ultimately discontent customer can be also recovered successfully and enterprises should take the responsibility actively during the process of service recovery ;the fifth, tangible recovery has better results than psychology recovery; the sixth, the results of service recovery between sexes are significantly different. There are no significant differences in the behavior intentions, the level of dissatisfaction and attribution between sexes after same service failure.
本次研究是在以往文献回顾的基础上，建立相应研究构架。本文的研究目的是研究顾客服务质量、关系质量、顾客归因、顾客不满程度等对服务补救效果以及顾客行为倾向的影响程度。同时本研究还准备研究顾客抱怨倾向以及比较不同的补救措施的效果，即精神补救和物质补救的补救效果是否有明显差异。最后，本研究研究男性和女性顾客在行为倾向、归因、服务补救效果上是否具有明显差异。
经过抽样调查，本次研究获得了128份有效问卷，问卷回收率为88％。本次研究采用情境问卷设计，并且利用SPSS统计分析软件对数据进行分析，主要的分析方法包括相关分析、T检验、回归分析。重要的研究结论包括：第一，顾客向企业员工或管理层抱怨的比例非常低，顾客在遭遇服务失误后的流失率非常高；第二，综合服务补救后的满意程度与综合服务补救以后的顾客行为倾向变化显著相关；第三，归因和顾客不满、关系质量能够显著影响顾客遭遇服务失误后的行为倾向；第四，关系质量感知、顾客不满程度能够显著影响顾客服务补救后的满意程度，同时只有关系质量感知能够显著影响服务补救后顾客行为倾向的改变。这说明顾客不满情绪对服务补救效果没有显著影响，非常不满的顾客一样能够得到很好的补救，同时企业在服务补救过程中应该主动承担责任，因为顾客归因并不影响服务补救的效果；第五，物质补救比精神补救的效果要好；第六，接受相同的服务补救，不同性别顾客的服务补救效果有显著差异；而经历相同的服务失误以后，不同性别顾客的行为倾向、不满程度、顾客归因没有显著差异。
Service failure is inevitable. When a customer encounters a service failure, the rate of defection and the unfavorable behavior intention such as negative word-of-mouth, hostile actions would be severe, so service recovery in time is necessary in maintaining customer and getting customer's satisfaction and loyalty.
This study investigates the influences of service quality, relation quality, attribution, the degree of dissatisfaction on the result of service recovery and customer's behavior intentions. The complaining intentions and the different effects between psychology recovery and tangible recovery are also researched. At last, this study investigates differences between man and woman in behavior intentions, attribution and the result of service recovery.
This study uses situational questionnaire, and the main analyzing methods are correlation, T-test, linear regression, all of which are analyzed by SPSS. The important conclusions include: the first, the rate of complaining to employee or manager is very low and the rate of customer defection is very high after service failure; the second, the level of satisfaction and the change of behavior intention after synthesized service recovery are significantly correlated; the third, the attribution, relation quality and the level of dissatisfaction significantly influence the satisfaction of customer on service recovery; the forth, relation quality and the level of dissatisfaction can significantly influence the level of satisfaction on service recovery. Only relation quality can significantly influence the change of behavior intentions after customer receives service recovery, while the level of dissatisfaction and attribution have no significant effects on the results of service recovery. This conclusion shows tha
t the ultimately discontent customer can be also recovered successfully and enterprises should take the responsibility actively during the process of service recovery ;the fifth, tangible recovery has better results than psychology recovery; the sixth, the results of service recovery between sexes are significantly different. There are no significant differences in the behavior intentions, the level of dissatisfaction and attribution between sexes after same service failure.
引文
1. Bejou, D. , & Palmer, A, Service failure and loyalty: An ex-ploratory empirical study of airline customers, Journal of ser vice Marketing, 1998, 12(1), 7-22.
2. Bitner, M. J. , Boom, B. M. , & Tetreault, M. S. , The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 1990, 54(1), 71-85.
3. Blodgett, J. G. , Granbois, D. H. , & Waiters, R. G. , The effects of perceived justice on negative word-of-mouth and repatronage intentions. Journal of Retailing, 1993, 69(4), 399-428.
4. Blodgett, J. G. , Hill, D. J. , & Tax, S. S. , The effects of distributive, procedural, and interactional justice in postcomplaint behavior. Journal of Retailing, 1997, 73(2), 185-210.
5. Blodgett, J. G. , Wakefield, K. L. , & Barnes, J. H. , The effects of consumer service on consumer complaining behavior. Journal of Service Marketing, 1995, 9(4), 31-42.
6. Bolton, R. N. , & Drew, J. H. , A multistage model of consum-ers' assessments of service quality and value. Journal of Con-sumer Research, 1991, 17(3), 375-384.
7. Brown, S. W. , Service recovery through IT: Complaint hank-ling will differentiate firms in the future. Marketing Management, 1997, 6(3), 25-27.
8. Boshoff, C. , RECOVER: An instrument to measure satisfation with transaction-specific service recovery. Journal of Ser-vice Research, 1999, 1(3), 236-249.
9. Christo, B. , An experimental study of service recovery option. International Journal of service industry management, 1997, 8(4), 110-130.
10. Crosby, L. A. , Evans, K. R. , & Cowles, D. , Relationship Quality in Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 1990, 54(3), 65-80.
11. Andreassen, T. W. , Antecedents to satisfaction with service recovery. European Journal of Marketing, 2000, 34 (1), 156-175.
12. Bitner, M. J. , Evaluating service encounters: The effect of physical surroundings and
employee responses. Journal of Marketing, 1990, 54(4), 69-82.
13. Bitner, M. J. , Booms, B. H. , & Mohr, L. A. , Critical service encounters: The employee's viewpoint. Journal of Marketing, 1994, 58(10), 95-106.
14. Firnstahl, T. W. , My employees are my service gaurantees. Harvard Business Review, 1989, 24 (4), 4-8.
15. Fisk, R. P. , Brown, S. W. , & Bitner, M. J. , Tracking the evolution of the service marketing literature. Journal of Retailing, 1995, 69 (1), 61-103.
16. Folkes, V. S. , Consumer reactions to product failures: An attributional approach. Journal of Consumer Research, 1984, 10(5), 389-409.
17. Fornell, C. , & Wernerfelt, B. , Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing research, 1987, 24(1), 337-346.
18. Gilly, M. C. , Post complaint processes: From organizational response to repurchase behavior. Journal of Customer Affairs, 1987, 21 (2), 293-313.
19. Goodwin, C. , & Ross, I. , Consumer evaluations of responses to complaints: What's fair and why. The Journal of Consumer Marketing, 1990, 7(2), 39-47.
20. Bitner, Mary Jo, Bernard H. Booms, and Lois A. Mohr. "Critical Service Encounter: The Employee's Viewpoint, " Journal of Marketing, 1994, 58 (October): 95-106.
21. Gilly, Mary C. and Betsy D. Gelb. "Post-Purchase Consumer Process and the Complaining Consumer, " Journal of Consumer Research, 1982, 9(December): 323-28.
22. Hart, Christopher W. , James L. Heskett and W. Earl Sasser Jr. "The Profitable Art of Service Recovery, " Harvard Business Review, 2000, 68 (July/August): 148-56.
23. Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky. "Tracking Service Failures and Employee Recovery Effort, " Journal of Services Marketing, 1995, 9 (2): 9-61.
24. Kelley, Scott W. , K. Douglas Hoffman, and Mark A. Davis. "A Typology of Retail Failures and Recoveries, " Journal of Retailing 69, 1993, 4: 429-52.
25. Spreng, Richard A. , Gilbert D. Harrell, and Robert D. Mackoy. "Service Recovery:
Impact on Satisfaction and Intentions, " Journal of Service Marketing, 1995, 9(1): 15-23.
26. Tax, Stephen S. and Stephen W. Brown. "Recovery and Learning from Service Failure, " Sloan Management Review, 1998, 41(fall): 75-88.
27. Tax, Stephen S. , Stephen W. Brown, and Murali Chandrashekaran. "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing, " Journal of Marketing, 1998, 62 (April): 60-76.
28．刘永芳，《归因理论及其应用》，1998年，第一版，山东人民出版社，17—163
29．詹姆斯·赫斯克特等，《服务利润链》，2001年，第一版，华夏出版社，61—225
30．阿德里安·佩恩等，《关系营销》，2002年，第一版，中信出版社，91—122
31．克里斯廷·格罗鲁斯，《服务管理与营销—基于顾客关系的管理策略》，2002年，第一版，电子工业出版社，43—71
32．克里斯托弗·H·洛夫洛克，《服务营销》，2001年，第三版，中国人民大学出版社，42—56
33．菲利普·科特勒，《营销管理》，2001年，第十版，中国人民大学出版社，512— 540
34．尤建新，《顾客抱怨处理》，2003年，第一版，石油工业出版社，10—19
35．克洛斯·穆勒，《抱怨是金》，2001年，第一版，西南财经大学出版社，52—66
36．范秀成等，价值取向对顾客抱怨倾向的影响，南开管理评论，2002，第五期，11—16
37．白长虹等，服务企业的顾客忠诚及其决定因素的研究，南开管理评论，2002年，第六期，64—69
38．赵平等，中国耐用消费品行业顾客抱怨研究，清华大学学报，2002年，第二期，32—38
39．叶书芳，服务品质、关系品质以及服务补救与顾客行为意向关系之实证研究，台湾国立成功大学硕士毕业论文，2001，1-45
40．范秀成，顾客满意导向的服务企业顾客抱怨管理体系分析，中国流通经济，2002年，第二期，40—44
41．韦福祥，对服务补救若干问题的探讨，天津商学院学报，2001年，第一期，24—26
42．郭志纲，《社会统计分析方法—SPSS软件应用》，1999年，第一版，中国人民大学出版社，17—84
43．卢纹岱，《SPSS for windows统计分析》，2002年，第二版，电子工业出版社，230—291
2. Bitner, M. J. , Boom, B. M. , & Tetreault, M. S. , The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 1990, 54(1), 71-85.
3. Blodgett, J. G. , Granbois, D. H. , & Waiters, R. G. , The effects of perceived justice on negative word-of-mouth and repatronage intentions. Journal of Retailing, 1993, 69(4), 399-428.
4. Blodgett, J. G. , Hill, D. J. , & Tax, S. S. , The effects of distributive, procedural, and interactional justice in postcomplaint behavior. Journal of Retailing, 1997, 73(2), 185-210.
5. Blodgett, J. G. , Wakefield, K. L. , & Barnes, J. H. , The effects of consumer service on consumer complaining behavior. Journal of Service Marketing, 1995, 9(4), 31-42.
6. Bolton, R. N. , & Drew, J. H. , A multistage model of consum-ers' assessments of service quality and value. Journal of Con-sumer Research, 1991, 17(3), 375-384.
7. Brown, S. W. , Service recovery through IT: Complaint hank-ling will differentiate firms in the future. Marketing Management, 1997, 6(3), 25-27.
8. Boshoff, C. , RECOVER: An instrument to measure satisfation with transaction-specific service recovery. Journal of Ser-vice Research, 1999, 1(3), 236-249.
9. Christo, B. , An experimental study of service recovery option. International Journal of service industry management, 1997, 8(4), 110-130.
10. Crosby, L. A. , Evans, K. R. , & Cowles, D. , Relationship Quality in Service Selling: An Interpersonal Influence Perspective. Journal of Marketing, 1990, 54(3), 65-80.
11. Andreassen, T. W. , Antecedents to satisfaction with service recovery. European Journal of Marketing, 2000, 34 (1), 156-175.
12. Bitner, M. J. , Evaluating service encounters: The effect of physical surroundings and
employee responses. Journal of Marketing, 1990, 54(4), 69-82.
13. Bitner, M. J. , Booms, B. H. , & Mohr, L. A. , Critical service encounters: The employee's viewpoint. Journal of Marketing, 1994, 58(10), 95-106.
14. Firnstahl, T. W. , My employees are my service gaurantees. Harvard Business Review, 1989, 24 (4), 4-8.
15. Fisk, R. P. , Brown, S. W. , & Bitner, M. J. , Tracking the evolution of the service marketing literature. Journal of Retailing, 1995, 69 (1), 61-103.
16. Folkes, V. S. , Consumer reactions to product failures: An attributional approach. Journal of Consumer Research, 1984, 10(5), 389-409.
17. Fornell, C. , & Wernerfelt, B. , Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing research, 1987, 24(1), 337-346.
18. Gilly, M. C. , Post complaint processes: From organizational response to repurchase behavior. Journal of Customer Affairs, 1987, 21 (2), 293-313.
19. Goodwin, C. , & Ross, I. , Consumer evaluations of responses to complaints: What's fair and why. The Journal of Consumer Marketing, 1990, 7(2), 39-47.
20. Bitner, Mary Jo, Bernard H. Booms, and Lois A. Mohr. "Critical Service Encounter: The Employee's Viewpoint, " Journal of Marketing, 1994, 58 (October): 95-106.
21. Gilly, Mary C. and Betsy D. Gelb. "Post-Purchase Consumer Process and the Complaining Consumer, " Journal of Consumer Research, 1982, 9(December): 323-28.
22. Hart, Christopher W. , James L. Heskett and W. Earl Sasser Jr. "The Profitable Art of Service Recovery, " Harvard Business Review, 2000, 68 (July/August): 148-56.
23. Hoffman, K. Douglas, Scott W. Kelley, and Holly M. Rotalsky. "Tracking Service Failures and Employee Recovery Effort, " Journal of Services Marketing, 1995, 9 (2): 9-61.
24. Kelley, Scott W. , K. Douglas Hoffman, and Mark A. Davis. "A Typology of Retail Failures and Recoveries, " Journal of Retailing 69, 1993, 4: 429-52.
25. Spreng, Richard A. , Gilbert D. Harrell, and Robert D. Mackoy. "Service Recovery:
Impact on Satisfaction and Intentions, " Journal of Service Marketing, 1995, 9(1): 15-23.
26. Tax, Stephen S. and Stephen W. Brown. "Recovery and Learning from Service Failure, " Sloan Management Review, 1998, 41(fall): 75-88.
27. Tax, Stephen S. , Stephen W. Brown, and Murali Chandrashekaran. "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing, " Journal of Marketing, 1998, 62 (April): 60-76.
28．刘永芳，《归因理论及其应用》，1998年，第一版，山东人民出版社，17—163
29．詹姆斯·赫斯克特等，《服务利润链》，2001年，第一版，华夏出版社，61—225
30．阿德里安·佩恩等，《关系营销》，2002年，第一版，中信出版社，91—122
31．克里斯廷·格罗鲁斯，《服务管理与营销—基于顾客关系的管理策略》，2002年，第一版，电子工业出版社，43—71
32．克里斯托弗·H·洛夫洛克，《服务营销》，2001年，第三版，中国人民大学出版社，42—56
33．菲利普·科特勒，《营销管理》，2001年，第十版，中国人民大学出版社，512— 540
34．尤建新，《顾客抱怨处理》，2003年，第一版，石油工业出版社，10—19
35．克洛斯·穆勒，《抱怨是金》，2001年，第一版，西南财经大学出版社，52—66
36．范秀成等，价值取向对顾客抱怨倾向的影响，南开管理评论，2002，第五期，11—16
37．白长虹等，服务企业的顾客忠诚及其决定因素的研究，南开管理评论，2002年，第六期，64—69
38．赵平等，中国耐用消费品行业顾客抱怨研究，清华大学学报，2002年，第二期，32—38
39．叶书芳，服务品质、关系品质以及服务补救与顾客行为意向关系之实证研究，台湾国立成功大学硕士毕业论文，2001，1-45
40．范秀成，顾客满意导向的服务企业顾客抱怨管理体系分析，中国流通经济，2002年，第二期，40—44
41．韦福祥，对服务补救若干问题的探讨，天津商学院学报，2001年，第一期，24—26
42．郭志纲，《社会统计分析方法—SPSS软件应用》，1999年，第一版，中国人民大学出版社，17—84
43．卢纹岱，《SPSS for windows统计分析》，2002年，第二版，电子工业出版社，230—291