Understanding service recovery satisfaction from a service encounter perspective: A pilot study
Understanding service recovery satisfaction from a service encounter perspective: A pilot study
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DOI：
10.4102/sajbm.v38i2.583
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发表时间：
2007-06
影响因子：
1.3
通讯作者：
C. Boshoff
中科院分区：
文献类型：
--
作者：
C. Boshoff
当一个服务提供商未能满足客户的期望在一个所谓的服务遭遇，由此产生的不确认可能会导致一系列的负面结果，如叛逃和负面的口碑。然而，经常给犯错的公司第二次机会，投诉客户纠正他们的不当行为-这种做法被称为服务补救。然而，服务营销人员对服务补救的理解是有限的。本研究从服务遭遇的角度探讨服务补救，考虑投诉客户在遭遇过程中所能看到的影响。这项研究的基本前提是，在服务遇到抱怨的客户是暴露在刺激，如物理特征和外观的服务提供商和这些功能可以影响他们的评估服务公司的努力，以解决他们的投诉。通过借鉴社会心理学理论，本研究调查是否抱怨的客户在服务过程中看到的（服务提供商的样子）影响他们的满意度与服务补救措施的公司。本研究的实证结果并不支持本研究所探讨的社会心理学理论的一般论点。
When a service provider fails to meet the expectations of customers during a so-called service encounter, the resultant disconfirmation can lead to a series of negative outcomes such as defection and negative word-of-mouth. Often, however, errant firms are afforded a second opportunity by complaining customers to rectify their misdemeanours – a practice referred to as service recovery. Service marketers’ understanding of service recovery is, however, limited. This study investigates service recovery from a service encounter perspective by considering the influence of what the complaining customer can visually see during the encounter. The underlying premise of the study is that, during the service encounter the complaining customer is exposed to stimuli such as the physical features and appearance of the service provider and these features can influence their assessment of the service firm’s efforts to resolve their complaint. By drawing on social psychology theory this study investigates whether what a complaining customer sees during the service encounter (what the service provider looks like) influences their satisfaction with the service recovery efforts of the firm. The empirical results of this pilot study do not support the general contention of the social psychology theories investigated in this study.