事前行为对顾客抱怨行为与再购买意愿的影响研究
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摘要
随着经济发展,世界经济己由产品时代步入了服务经济时代,服务质量以及顾客关系中的服务因素正在成为企业核心竞争力的主要方面。由于服务产品本身的特点,服务失误不可避免且大量存在。为扭转服务失误造成的客户流失和企业利润下降的后果,服务补救便成为企业不可或缺的策略选择。企业可以通过及时有效的补救反应,重塑客户满意、增加顾客的重购意向和积极的口碑宣传,重新获得顾客信任。
至今国内外在服务补救的研究中,都是关于服务失败发生后的补救行为。本文提出服务补救中的事前行为概念,即在服务失败发生前采取一系列措施来减小顾客对于可能发生的服务失败产生的抱怨,提高顾客再购买意愿。并采用实证分析法对事前行为是否能达到上述目的进行探讨,从而将服务补救定义中的补救行为拓展到服务失败发生前,填补以往研究的空白,并为企业实践方面提供理论指导基础。
As the economy develops, the world economy away from the product into a service economy era times, service quality and customer relations in service factors are becoming the core competitiveness of the main aspects. As the service characteristics of the product itself, service failure is inevitable and widespread. To reverse the service failure caused by customer churn, and the consequences of decline in corporate profits, service recovery has become an indispensable strategic choices. Company can respond through timely and effective remedy to rebuild customer satisfaction, increase customer re-purchase intention and positive word of mouth publicity to regain customer trust.
So far at home and abroad, service recovery studies are on service failure occurred after the remedial actions. In this paper, the concept of the prior acts in service recovery, that is, the service failure occurred before a series of measures to reduce the customer for the service failure that may occur arising from complaints to improve customer wishes to buy. And using empirical analysis of the prior acts to achieve the above purpose to explore, which will serve to remedy the remedial actions to expand the definition of the service failures before they occur, to fill the gaps in previous studies and provide the basis of theoretical guidance for business practices.
至今国内外在服务补救的研究中,都是关于服务失败发生后的补救行为。本文提出服务补救中的事前行为概念,即在服务失败发生前采取一系列措施来减小顾客对于可能发生的服务失败产生的抱怨,提高顾客再购买意愿。并采用实证分析法对事前行为是否能达到上述目的进行探讨,从而将服务补救定义中的补救行为拓展到服务失败发生前,填补以往研究的空白,并为企业实践方面提供理论指导基础。
As the economy develops, the world economy away from the product into a service economy era times, service quality and customer relations in service factors are becoming the core competitiveness of the main aspects. As the service characteristics of the product itself, service failure is inevitable and widespread. To reverse the service failure caused by customer churn, and the consequences of decline in corporate profits, service recovery has become an indispensable strategic choices. Company can respond through timely and effective remedy to rebuild customer satisfaction, increase customer re-purchase intention and positive word of mouth publicity to regain customer trust.
So far at home and abroad, service recovery studies are on service failure occurred after the remedial actions. In this paper, the concept of the prior acts in service recovery, that is, the service failure occurred before a series of measures to reduce the customer for the service failure that may occur arising from complaints to improve customer wishes to buy. And using empirical analysis of the prior acts to achieve the above purpose to explore, which will serve to remedy the remedial actions to expand the definition of the service failures before they occur, to fill the gaps in previous studies and provide the basis of theoretical guidance for business practices.
引文
[1]C H Lovelock. Classifying service to gain stractegic marketing insights. Journal of Marketing.,1983,47(Summer):9-20.
[2]Fisk R P, S W Brown, M J Bitner. Tracking the evolution of the services marketing literature. Journal of Retailing, 1993,69(1):13-60.
[3]C. Hart, J. L. Heskett, W. E. Sasser. The Profitable Art of Service Recovery. Harvard Business Review,1990,68(4):148-156.
[4]M. J. Bitner, B. H. Booms, M. S. Tetreault. The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,1990,54:71-84.
[5]Parasuraman A., Leonard L. Berry, Valerie A. Zeithaml. Understanding customer expectations of service. Sloan Management Review,1991,32(3):39-48.
[6]Chip R. Bell,Ron E. Zemke.Service Breakdown:The Road to Recovery. Management Review,October 1987:32.
[7]J. M. Hays, A. V. Hill. The Market Share Impact of Service Failures. Production and Operations Management,1999,8(3):208-220.
[8]Bell C R, Zemke R. The performing art of service management. Management Review,1990,79(7):42-45.
[9]Johnston, Timothy C and M A. Hewa.Fixing service failures. Industrial Marketing Management,1997, (26):467-473.
[10]Stephen S Tax, Stephen W Brown al.et. Customer evaluations of service complaint experiences Implications for relationship marketing. Journal of Marketing, 1998,62:60-76.
[11]Amy K Smith, Ruth N Bolton. A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research,1999,36(3): 356-373.
[12]郑绍成.服务失误和服务补救与顾客购买意图之研究.台湾东吴经济商学学报,1999,25：61-62.
[13]Blodgett J G, Granbois D, Walters R G (1993). The effects of perceived justice on negative word-of-mouth and repatronage intentions. Journal of Retailing,1993,69(4): 399-428.
[14]Day, Ralph L., K. Grabicke, T. Schaetzle, and F. Staubach.The Hidden Agenda of Consumer Complaining.Journal of Retailing,1981,57(Fall):86-10.
[15]Spreng R A, Harrell U D, Mackoy R D. Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing,1995,9(1):15-23.
[16]Andreassen,T W. Antecedents to satisfaction with service recovery. European Journal of Marketing,2000,24(1):156-175.
[17]Michael A McCollough. The recovery paradox:The effect of recovery performance and service failure harm on post-recovery customer satisfaction. American Marketing Association,Conference Proceedings,2001, (12):181-182.
[18]Ronald L Hess Jr, Noreen M Klein.et. Service failure and recovery: The impact of relationship factors on customer satisfaction. Academy of Marketing Science,2003, 31(2):127-146.
[19]Jean-Charles Chebata,Witold Slusarczyk.How emotions mediate the effects of perceived justice on loyalty in service.Journal of Business Research,2005, 58:664-673.
[20]Heskett J L, Sasser W E, Lenoard A S. The service profit chain. New York Free Press,1997,87.
[21]Westbrook R A. A rating scale for measuring product/service satisfaction. Journal of Marketing,1980,44(4):68-72.
[22]Francken D A. Post-purchase customer evaluation, complaint actions and repurchase behavior. Journal of Economic Psychology,1993:273-290.
[23]Reichheld F F, Sasser W E. Zero defections:Quality comes to services. Harvard Business Review,1990,68(5):105-111.
[24]Taylor S A, Baker T L. An assessment of relations between service quality and customer satisfaction in the romation of consumer's purchase intention. Journal of Retailing,1997,70:163-178.
[25]Fornell, C. A national customer satisfaction barometer: The swedish experience. Journal of Marketing,1992,56(1):6-21.
[26]菲利普·科特勒.营销学导论.第10版,北京：中国人民大学出版社,1997.
[27]Roderick M. McNealy. Making Customer Satisfaction Happen. UK: Chapman & Hall Press,1994.
[28]Janelle Barlow, Claus Moller. A Complaint is a Gift.熊莉译,成都：西南财经大学出版社,2000.
[29]Richins, Marsha. Negative Word-of-mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing,1993,47(Winter):68-78.
[30]Fornell, Claes, Birger Wernerfelt. Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.Journal of Marketing Research, 1987,24(11):337-346.
[31]Andreasen, Alan R,Jean Manning. The Dissatisfaction and Complaining Behavior of Vulnerable Consumers. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior,1990,3:12-20.
[32]Reichheld F, Sasser W. E. Zero defections:quality comes to services. Harvard Business Review,1990,68:105-111.
[33]尤建新.“顾客抱怨管理”.北京：石油工业出版社.2003,5：25-30.
[34]Landon E, Laird Jr. A Model of Consumer Complaint Behavior, in Ralph L. Day (ed.).Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Foundation for the School of Business located at Indiana University, Bloomington,1977:122-128.
[35]Best A, A. R. Andreasen. Consumer Responses to Unsatisfactory Purchases: A Survey of Perceiving Defects, Voicing Complaints and Obtaining Redress. Law and Society Review 11,1977, Spring: 701-742.
[36]Singh Jagdip. Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues.Journal of Marketing,1988,52:93-107.
[37]Landon E,Laird, Jr. A Model of Consumer Complaint Behavior. in Proceedings of the 1977 CSIDD&CB Conference.
[38]Anderson JC, Gerbin DW. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin,1998,103:411-423.
[39]Hoyle RH. Introduction to the special section:Structural equation modeling in clinical research. Journal of Consulting and Clinical Psychology,1994,62 (3):427-435.
[40]Carlsson M, Hamrin E. Evaluation of the life satisfaction questionnaire using structural equation modeling.Quality of Life Research,2002,11 (5):415-422.
[41]Liu Raymond R, McClure Peter. Recognizing Cross-cultural Differences In Consumer Complaint Behavior and Intentions:An Empirical Examination. Journal of Consumer Marketing,2001,18:54-81.
[2]Fisk R P, S W Brown, M J Bitner. Tracking the evolution of the services marketing literature. Journal of Retailing, 1993,69(1):13-60.
[3]C. Hart, J. L. Heskett, W. E. Sasser. The Profitable Art of Service Recovery. Harvard Business Review,1990,68(4):148-156.
[4]M. J. Bitner, B. H. Booms, M. S. Tetreault. The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.Journal of Marketing,1990,54:71-84.
[5]Parasuraman A., Leonard L. Berry, Valerie A. Zeithaml. Understanding customer expectations of service. Sloan Management Review,1991,32(3):39-48.
[6]Chip R. Bell,Ron E. Zemke.Service Breakdown:The Road to Recovery. Management Review,October 1987:32.
[7]J. M. Hays, A. V. Hill. The Market Share Impact of Service Failures. Production and Operations Management,1999,8(3):208-220.
[8]Bell C R, Zemke R. The performing art of service management. Management Review,1990,79(7):42-45.
[9]Johnston, Timothy C and M A. Hewa.Fixing service failures. Industrial Marketing Management,1997, (26):467-473.
[10]Stephen S Tax, Stephen W Brown al.et. Customer evaluations of service complaint experiences Implications for relationship marketing. Journal of Marketing, 1998,62:60-76.
[11]Amy K Smith, Ruth N Bolton. A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research,1999,36(3): 356-373.
[12]郑绍成.服务失误和服务补救与顾客购买意图之研究.台湾东吴经济商学学报,1999,25：61-62.
[13]Blodgett J G, Granbois D, Walters R G (1993). The effects of perceived justice on negative word-of-mouth and repatronage intentions. Journal of Retailing,1993,69(4): 399-428.
[14]Day, Ralph L., K. Grabicke, T. Schaetzle, and F. Staubach.The Hidden Agenda of Consumer Complaining.Journal of Retailing,1981,57(Fall):86-10.
[15]Spreng R A, Harrell U D, Mackoy R D. Service recovery: Impact on satisfaction and intentions. Journal of Services Marketing,1995,9(1):15-23.
[16]Andreassen,T W. Antecedents to satisfaction with service recovery. European Journal of Marketing,2000,24(1):156-175.
[17]Michael A McCollough. The recovery paradox:The effect of recovery performance and service failure harm on post-recovery customer satisfaction. American Marketing Association,Conference Proceedings,2001, (12):181-182.
[18]Ronald L Hess Jr, Noreen M Klein.et. Service failure and recovery: The impact of relationship factors on customer satisfaction. Academy of Marketing Science,2003, 31(2):127-146.
[19]Jean-Charles Chebata,Witold Slusarczyk.How emotions mediate the effects of perceived justice on loyalty in service.Journal of Business Research,2005, 58:664-673.
[20]Heskett J L, Sasser W E, Lenoard A S. The service profit chain. New York Free Press,1997,87.
[21]Westbrook R A. A rating scale for measuring product/service satisfaction. Journal of Marketing,1980,44(4):68-72.
[22]Francken D A. Post-purchase customer evaluation, complaint actions and repurchase behavior. Journal of Economic Psychology,1993:273-290.
[23]Reichheld F F, Sasser W E. Zero defections:Quality comes to services. Harvard Business Review,1990,68(5):105-111.
[24]Taylor S A, Baker T L. An assessment of relations between service quality and customer satisfaction in the romation of consumer's purchase intention. Journal of Retailing,1997,70:163-178.
[25]Fornell, C. A national customer satisfaction barometer: The swedish experience. Journal of Marketing,1992,56(1):6-21.
[26]菲利普·科特勒.营销学导论.第10版,北京：中国人民大学出版社,1997.
[27]Roderick M. McNealy. Making Customer Satisfaction Happen. UK: Chapman & Hall Press,1994.
[28]Janelle Barlow, Claus Moller. A Complaint is a Gift.熊莉译,成都：西南财经大学出版社,2000.
[29]Richins, Marsha. Negative Word-of-mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing,1993,47(Winter):68-78.
[30]Fornell, Claes, Birger Wernerfelt. Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.Journal of Marketing Research, 1987,24(11):337-346.
[31]Andreasen, Alan R,Jean Manning. The Dissatisfaction and Complaining Behavior of Vulnerable Consumers. Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior,1990,3:12-20.
[32]Reichheld F, Sasser W. E. Zero defections:quality comes to services. Harvard Business Review,1990,68:105-111.
[33]尤建新.“顾客抱怨管理”.北京：石油工业出版社.2003,5：25-30.
[34]Landon E, Laird Jr. A Model of Consumer Complaint Behavior, in Ralph L. Day (ed.).Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Foundation for the School of Business located at Indiana University, Bloomington,1977:122-128.
[35]Best A, A. R. Andreasen. Consumer Responses to Unsatisfactory Purchases: A Survey of Perceiving Defects, Voicing Complaints and Obtaining Redress. Law and Society Review 11,1977, Spring: 701-742.
[36]Singh Jagdip. Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues.Journal of Marketing,1988,52:93-107.
[37]Landon E,Laird, Jr. A Model of Consumer Complaint Behavior. in Proceedings of the 1977 CSIDD&CB Conference.
[38]Anderson JC, Gerbin DW. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin,1998,103:411-423.
[39]Hoyle RH. Introduction to the special section:Structural equation modeling in clinical research. Journal of Consulting and Clinical Psychology,1994,62 (3):427-435.
[40]Carlsson M, Hamrin E. Evaluation of the life satisfaction questionnaire using structural equation modeling.Quality of Life Research,2002,11 (5):415-422.
[41]Liu Raymond R, McClure Peter. Recognizing Cross-cultural Differences In Consumer Complaint Behavior and Intentions:An Empirical Examination. Journal of Consumer Marketing,2001,18:54-81.