Service Is Not Good, Try to Be Vaccinated against Complaints——Study on Preventive Service Recovery Based on Complainant Heterogeneity

Abstract

Abstract:

Service failures are inevitable, and the existing service remediation of the enterprise mainly focuses on the remedy after the service failure. Based on the theory of vaccination and the theory of evaluation trend, this study explores the effect of preventive service remedy on customer complaint intention in service failure. (1)Preventive service remediation is to provide the necessary negative information before the service to reduce service failure when the customer has a significant effect on the intention of complaints; (2)Expectation value has a mediating role in the effect of preventive service remedy on customer complaint intention; (3)The effectiveness of preventive service remedies varies significantly among different customers for inclusive customers, preventive service remedies that contain symbolic information and material information significantly reduce their complaint intent; for specified customers, only substances that contain substances preventive service remediation of sexual information will significantly reduce the intention to complain. This study will help develop the view in the field of service recovery, and has a certain value in improving the effectiveness of corporate service remediation strategy.

Key words: preventive service recovery, expected value, complainant heterogeneity, complaint intention

Yang Qiang, Meng Lu, Dong Zerui. Service Is Not Good, Try to Be Vaccinated against Complaints——Study on Preventive Service Recovery Based on Complainant Heterogeneity[J]. , 2019, 31(10): 153-163.

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