不同社会距离顾客对服务接触失败下补救措施的反应与偏好研究

摘要/Abstract

摘要：

服务接触失败中，顾客对于补救措施的偏好因人而异。本文运用解释水平理论尝试从社会距离的角度解释这一现象背后的原因，通过研究1检验不同社会距离顾客对“打折补救”和“赠送补救”的偏好差异，并在此基础上通过研究2验证严重/轻微服务接触失败下给予不同社会距离顾客打折/赠送补救后他们的满意度区别。结果表明：（1）当接受等价值的补救措施时，“近距离顾客”更喜欢“赠送补救”，“远距离顾客”更喜欢“打折补救”。（2）经历严重服务接触失败后，当给予“赠送补救”时近距离顾客的补救后满意度高于远距离顾客，当给予“打折补救”时两者满意度无显著差异；经历轻微服务接触失败后，当给予“打折补救”时远距离顾客的补救后满意度高于近距离顾客，当给予“赠送补救”时补救后满意度具有相反趋势。

关键词: 社会距离, 解释水平理论, 服务接触失败, 服务失败严重性, 服务补救

Abstract:

In service encounter failure, customers' preference of service recovery varies from person to person. This paper tries to explain the reasons behind the phenomenon in the light of social distance with construal level theory, to test diverse preference of different social distance customer when given "discount" or "gift" service recovery in study 1, on this basis, to explore satisfaction differences of different social distance customer when given "discount" or "gift" service recovery under severe or mild encounter failure in study 2. The empirical results show that:(1) when receiving recovery of the same value, "close customers" prefer "gift", while "distant customers" prefer "discount". (2) In the case of severe encounter failure, on the one hand "close customers" have a higher satisfaction after recovery than that of "distant customers" when given "gift". On the other hand they have no significant difference when given "discount". In the case of mild encounter failure, "distant customers" have a higher satisfaction after recovery than "close customers" when given "discount", and there are opposite trends in satisfaction after recovery with "gift".

Key words: social distance, construal level theory, service encounter failure, severity of service failure, service recovery

郭帅, 银成钺, 苏晶蕾. 不同社会距离顾客对服务接触失败下补救措施的反应与偏好研究[J]. , 2017, 29(12): 141-152.

Guo Shuai, Yin Chengyue, Su Jinglei. A Study of Preference and Attitude of Customers with Different Social Distances to Service Recovery in Service Encounter Failure[J]. , 2017, 29(12): 141-152.

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