服务失误情景下补偿的理论模型与实证研究

项目名称： 服务失误情景下补偿的理论模型与实证研究

项目编号： No.71462035

项目类型： 地区科学基金项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 李克芳

作者单位： 云南财经大学

项目金额： 34万元

中文摘要： 随着我国产业结构的转型，服务业得到了快速的发展，频繁发生的服务失误导致了顾客的不满，顾客抱怨已经成为服务消费过程中十分突出的问题，企业在服务补救中迫切需要有能够判定补偿额度高低的理论依据，并使补偿方式与顾客个体偏好相匹配，以取得良好的补救效果。服务补救是营销领域中研究的热点问题，然而，鲜有文献系统地分析服务失误后的补偿问题。本课题在已有研究成果的基础上，充分借鉴品牌资产、关系营销和调节匹配等理论，拟使用深度访谈、焦点小组访谈、实验和问卷调查等方法，对服务失误后的补偿问题进行系统的研究，构建补偿的理论模型并进行实证分析，主要分析品牌资产与补偿额度对补救后满意、顾客忠诚的联合影响，探讨顾客关系类型与补偿额度对补救后满意、顾客忠诚的共同效应，并讨论顾客自我调节定向与补偿方式之间的交互作用对补救效果的影响。预期成果能拓展和深化服务补救的研究，并对我国服务企业的服务补救管理具有重要的理论指导意义。

中文关键词： 服务失误；补偿；品牌资产；关系类型；调节定向

英文摘要： With the transformation of China's industrial structure, the service industry has witnessed rapid development. Frequent service failure leads to customer dissatisfaction, and customer complaint has become a very prominent issue during service　product consumption process, so it is imperative that service firms determine how much compensation should be offered, and how firms match compensation manners to customers' preferences to get good service recovery effect. Service failure and service recovery are the important and hot issue in marketing research area. However, little research has been conducted about compensation issue after service failures. Based on previous studies, brand equity theory, relationship marketing theory and regulatory fit theory, using methods of depth interview, group focus, experiment and questionnaire survey, the research will conduct systematic study about compensation after service failure, and build a theoretical model of compensation and conduct empirical analysis. This research focuses on analyzing the joint effect of brand equity and compensation levels on post-recovery satisfaction and customer loyalty, and exploring the joint effect of customer relationship type and compensation levels on post-recovery satisfaction and customer loyalty, and discussing the interaction effects between customers' self-regulatory orientations and compensation manners on post-recovery satisfaction and customer loyalty. The findings of the study will extend and deepen current research on service recovery, and provide organizations with important theory implications for managing service recovery.

英文关键词： Service Failure;Compensation;Brand Equity;Relationship Type;Regulatory Focus