基于顾客满意的服务补救效应及质量评价研究
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摘要
随着服务经济的迅猛发展,服务补救越来越成为理论界和企业界关注的重要课题之一。从服务的本质来看服务失误不可避免,但不满意顾客是可以避免的。一旦出现服务失误,企业就应该进行服务补救,服务补救不容回避,它对维持顾客关系、将不满意顾客重新转变为满意顾客,并继续为企业带来效益具有重要的意义。服务补救在服务失误和顾客满意之间担当重任已成共识。然而,在服务质量、顾客满意、顾客忠诚这些争芳斗艳的理论研究中,服务补救的研究却显得比较苍白,服务补救在企业中的实际运用也不尽人意,服务补救实践贫穷的原因之一也源于理论研究比较滞后。本文将从顾客满意的角度研究服务补救效应和服务补救质量问题,希望对服务补救理论和企业实践有所帮助。
本文首先介绍了服务失误的概念与分类、服务补救的涵义及服务补救的分类及程序。研究了服务补救与顾客关系的构面,并确定了顾客满意为本论文研究的角度。然后本论文基于顾客满意,构建了服务补救管理体系,包括服务补救预警机制、服务补救执行机制、服务补救评价机制和服务补救反馈机制,给出了基于顾客满意的服务补救管理体系模型。本论文正是以此框架为指导展开研究的。本文还从战略角度分析了服务补救的收益和贡献,主要包括对服务质量的贡献、对服务差异化的贡献、对顾客满意的贡献、对员工素质的贡献、对企业效益的贡献。
服务失误是服务补救的前置因素,服务失误的识别和控制是服务补救预警机制的体现。本文依据服务生产过程特点和对服务失误界定,从服务交互环节、企业内部服务环节、顾客自身原因环节、企业与合作伙伴关系环节系统分析和挖掘了服务失误的成因,丰富了服务失误的理论研究内容,也是服务失误研究的新角度。本文还探讨了服务失误的顾客损伤、顾客对服务失误的归因及顾客对服务失误的反应模式等问题进行了研究本文基于服务过程、基于服务结果和基于临界事件三个方面研究的服务失误的识别方法,即服务流程图模型、鱼骨图分析模型和临界事件法。
本文研究了服务产品顾客满意形成机理、分析了容忍区域及其与改进服务的关系;创新性的提出了服务补救后顾客“二度满意”概念,分析了服务补救过程中顾客“二度满意”形成的内在机制和机理。作者在论文中还澄清了一直以来较为混淆的“二度满意”与顾客总体满意问题,分析了顾客总体满意(即常称谓顾客满意)与补救后的“二度满意”两者的关系,指出“二度满意”对顾客总体满意有积极或消极的影响。特别讨论了服务补救领域的热点问题,即“服务补救悖论”,分析了基于公平的服务补救对顾客满意的影响。
本文构建了服务补救质量的内涵,并对补救质量进行了系统而深刻地阐述,分析了顾客对服务补救质量的感知,顾客对服务补救的期望,指出服务补救质量是顾客对服务补救绩效的主观评价,是顾客基于服务补救期望与服务补救体验之间的权衡,并描述了顾客对服务补救质量的感知方式。同时,分析了公平对服务补救质量的影响,探讨了服务补救质量提升的管理计划。
本文研究了服务补救质量评价问题,给出了两个重要服务质量评价模型。模型一是SERVQUAL量表,本部分模型是作者借用SERVQUAL量表在服务质量评价中的思想方法,根据服务补救的特点加以改进的。模型二是在层次分析法的基础上结合模糊数学理论,可以最大限度界定顾客感知服务质量中难以量化的概念,减少主观因素的偏差,解决以往研究服务质量评价中隐含了一个假定条件,即企业提供的服务质量属性在顾客心目中的重要程度是相同的问题。
最后,运用结构方程进行了实证研究。实证研究选取的是具有服务典型特征的北京市某三级甲等医院,采取问卷方式搜集数据,给出基本统计分析结论,验证了本文提出的服务失误对服务补救、服务补救对顾客满意具有显著的正相关性,以及服务失误对顾客满意具有显著的负相关性。
With rapidly development of service economic, service recovery is becoming one of the most questions for discussion in college and company. Service recovery is unavoidable because of service essential, but unsatisfied customers are avoidable. It’s necessary for the company to recover service failures. Service recovery is very important for the company to retain customer relationship, transact unsatisfied customers to satisfied ones, and get benefit. It’s accepted wildly that service recovery plays an important part in service failures and customer satisfaction, however, service recovery is not studied by many researchers. Service recovery is not exerted well in practice. One of the reasons is that research of service recovery lags. This paper will study service recovery effect and quality in the hope of availing recovery research and practice.
The Service recovery and structure of customer relationship are studied at first. Then the author gives a managing system structure of service recovery based on customer satisfaction, including answer system, executive system, appraisal system and response system of service recovery. The model of management system in service recovery which based on customer satisfaction is given. That is direction structure of the research made in the paper. The income and contribution of service recovery based on customer satisfaction are given in terms of strategy. It mainly including the contributions to service quality, to service differentiation, to customer satisfaction and to employee’s diathesis, to enterprise’s benefit.
Service recovery happens when service failures occur. The systematical and in-depth discussion about service recovery is done in the paper. Service failure causation consists of four types: (1) service failures occur on service alternative link; (2) service failures occur on inner service link; (3) service failures caused by customer errors; (4) service failures occur on the link of the firms and their collaborators. The paper discusses customer loss caused by service failures, failures attribution made by customers and the model of customer responses to service failures. Customer satisfaction after service failures is analyzed in detail. There are five discriminating models of service failure: (1) analytical model of service flow chart; (2) analytic model of fishbone chart; (3) analytic model of difference; (4) critical incidents technique; (5) Switch path analytic technique.
The paper brings forward the concept of second-time satisfaction after service recovery and analyses internal mechanism formed in the process of service recovery. The author clarifies the relation between customer satisfaction and second-time satisfaction after service recovery, indicates effect of second-time satisfaction to customer satisfaction, and discusses service recovery paradox. The author constructively put forward a question about service recovery validity that is not studied widely and gives her opinion. Customer satisfaction and royalty are analyzed systematically and amply. The effect of service recovery to customer satisfaction which based on justice is analyzed in particular.
The paper establishes the meaning of service recovery quality, expatiates systematically and profoundly on service quality, analyzes customer’s perception on service recovery quality and describes customer perception manner of service recovery quality. Service recovery quality is customer’s subjective evaluation of service recovery performance and balance between service recovery expectation and experience.
At the same time, the paper analyzes justice effect to service quality, studies managing plan to improve service recovery quality and evaluation of recovery quality, and gives two important appraisal models of service recovery quality. One of the models is SERVQUAL. The model is ameliorated by the author based on SERVQUAL and the characters of service recovery. The other one is based on the Analytic Hierarchy Process and integrated by the theory of fuzzy math. The model can be used to assertion quantificational concepts in service quality of customer’s perception furthest and reduce warp of subjective factors. An assumed condition is connotative when researchers appraise service quality. It’s a problem that can be solved in the model. The content of the problem is that attribute of service quality provided by firms equals attribute extent of importance in customer’s mood.
Finally, empirical research is done by Structural Equation Model. The research object is a hospital which is third class in top hospitals in Beijing. Questionnaire was used to collect data and analysis of statistical result was made. The result indicates positive relativity of service failure to service recovery and service recovery to customer satisfaction, the result of negative relativity of service failure to customer satisfaction.
本文首先介绍了服务失误的概念与分类、服务补救的涵义及服务补救的分类及程序。研究了服务补救与顾客关系的构面,并确定了顾客满意为本论文研究的角度。然后本论文基于顾客满意,构建了服务补救管理体系,包括服务补救预警机制、服务补救执行机制、服务补救评价机制和服务补救反馈机制,给出了基于顾客满意的服务补救管理体系模型。本论文正是以此框架为指导展开研究的。本文还从战略角度分析了服务补救的收益和贡献,主要包括对服务质量的贡献、对服务差异化的贡献、对顾客满意的贡献、对员工素质的贡献、对企业效益的贡献。
服务失误是服务补救的前置因素,服务失误的识别和控制是服务补救预警机制的体现。本文依据服务生产过程特点和对服务失误界定,从服务交互环节、企业内部服务环节、顾客自身原因环节、企业与合作伙伴关系环节系统分析和挖掘了服务失误的成因,丰富了服务失误的理论研究内容,也是服务失误研究的新角度。本文还探讨了服务失误的顾客损伤、顾客对服务失误的归因及顾客对服务失误的反应模式等问题进行了研究本文基于服务过程、基于服务结果和基于临界事件三个方面研究的服务失误的识别方法,即服务流程图模型、鱼骨图分析模型和临界事件法。
本文研究了服务产品顾客满意形成机理、分析了容忍区域及其与改进服务的关系;创新性的提出了服务补救后顾客“二度满意”概念,分析了服务补救过程中顾客“二度满意”形成的内在机制和机理。作者在论文中还澄清了一直以来较为混淆的“二度满意”与顾客总体满意问题,分析了顾客总体满意(即常称谓顾客满意)与补救后的“二度满意”两者的关系,指出“二度满意”对顾客总体满意有积极或消极的影响。特别讨论了服务补救领域的热点问题,即“服务补救悖论”,分析了基于公平的服务补救对顾客满意的影响。
本文构建了服务补救质量的内涵,并对补救质量进行了系统而深刻地阐述,分析了顾客对服务补救质量的感知,顾客对服务补救的期望,指出服务补救质量是顾客对服务补救绩效的主观评价,是顾客基于服务补救期望与服务补救体验之间的权衡,并描述了顾客对服务补救质量的感知方式。同时,分析了公平对服务补救质量的影响,探讨了服务补救质量提升的管理计划。
本文研究了服务补救质量评价问题,给出了两个重要服务质量评价模型。模型一是SERVQUAL量表,本部分模型是作者借用SERVQUAL量表在服务质量评价中的思想方法,根据服务补救的特点加以改进的。模型二是在层次分析法的基础上结合模糊数学理论,可以最大限度界定顾客感知服务质量中难以量化的概念,减少主观因素的偏差,解决以往研究服务质量评价中隐含了一个假定条件,即企业提供的服务质量属性在顾客心目中的重要程度是相同的问题。
最后,运用结构方程进行了实证研究。实证研究选取的是具有服务典型特征的北京市某三级甲等医院,采取问卷方式搜集数据,给出基本统计分析结论,验证了本文提出的服务失误对服务补救、服务补救对顾客满意具有显著的正相关性,以及服务失误对顾客满意具有显著的负相关性。
With rapidly development of service economic, service recovery is becoming one of the most questions for discussion in college and company. Service recovery is unavoidable because of service essential, but unsatisfied customers are avoidable. It’s necessary for the company to recover service failures. Service recovery is very important for the company to retain customer relationship, transact unsatisfied customers to satisfied ones, and get benefit. It’s accepted wildly that service recovery plays an important part in service failures and customer satisfaction, however, service recovery is not studied by many researchers. Service recovery is not exerted well in practice. One of the reasons is that research of service recovery lags. This paper will study service recovery effect and quality in the hope of availing recovery research and practice.
The Service recovery and structure of customer relationship are studied at first. Then the author gives a managing system structure of service recovery based on customer satisfaction, including answer system, executive system, appraisal system and response system of service recovery. The model of management system in service recovery which based on customer satisfaction is given. That is direction structure of the research made in the paper. The income and contribution of service recovery based on customer satisfaction are given in terms of strategy. It mainly including the contributions to service quality, to service differentiation, to customer satisfaction and to employee’s diathesis, to enterprise’s benefit.
Service recovery happens when service failures occur. The systematical and in-depth discussion about service recovery is done in the paper. Service failure causation consists of four types: (1) service failures occur on service alternative link; (2) service failures occur on inner service link; (3) service failures caused by customer errors; (4) service failures occur on the link of the firms and their collaborators. The paper discusses customer loss caused by service failures, failures attribution made by customers and the model of customer responses to service failures. Customer satisfaction after service failures is analyzed in detail. There are five discriminating models of service failure: (1) analytical model of service flow chart; (2) analytic model of fishbone chart; (3) analytic model of difference; (4) critical incidents technique; (5) Switch path analytic technique.
The paper brings forward the concept of second-time satisfaction after service recovery and analyses internal mechanism formed in the process of service recovery. The author clarifies the relation between customer satisfaction and second-time satisfaction after service recovery, indicates effect of second-time satisfaction to customer satisfaction, and discusses service recovery paradox. The author constructively put forward a question about service recovery validity that is not studied widely and gives her opinion. Customer satisfaction and royalty are analyzed systematically and amply. The effect of service recovery to customer satisfaction which based on justice is analyzed in particular.
The paper establishes the meaning of service recovery quality, expatiates systematically and profoundly on service quality, analyzes customer’s perception on service recovery quality and describes customer perception manner of service recovery quality. Service recovery quality is customer’s subjective evaluation of service recovery performance and balance between service recovery expectation and experience.
At the same time, the paper analyzes justice effect to service quality, studies managing plan to improve service recovery quality and evaluation of recovery quality, and gives two important appraisal models of service recovery quality. One of the models is SERVQUAL. The model is ameliorated by the author based on SERVQUAL and the characters of service recovery. The other one is based on the Analytic Hierarchy Process and integrated by the theory of fuzzy math. The model can be used to assertion quantificational concepts in service quality of customer’s perception furthest and reduce warp of subjective factors. An assumed condition is connotative when researchers appraise service quality. It’s a problem that can be solved in the model. The content of the problem is that attribute of service quality provided by firms equals attribute extent of importance in customer’s mood.
Finally, empirical research is done by Structural Equation Model. The research object is a hospital which is third class in top hospitals in Beijing. Questionnaire was used to collect data and analysis of statistical result was made. The result indicates positive relativity of service failure to service recovery and service recovery to customer satisfaction, the result of negative relativity of service failure to customer satisfaction.
引文
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