Investigating organisational strategies for service recovery in face-to-face and online transactions.

研究面对面和在线交易中服务恢复的组织策略。

• 批准号: 2067212
• 金额: --
• 依托单位: University of Birmingham
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2018
• 资助国家: 英国
• 起止时间: 2018 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2067212
• 关键词: Investigating; organisational; strategies; service; recovery

This research is relevant to customer relationship management and crisis management. It aims to investigate the strategies adopted by firms to effectively manage complaints in face-to-face and online transactions. Prior research has indicated that the service recovery literature can benefit from insights gleaned from the customer revenge, brand transgression and crisis management literatures. However, currently little has been done to integrate the contributions from these different fields in order to provide insight as to how to provide an effective organisational apology after a service failure. Moreover, service recovery researchers have called for further research into customer responses, which have received less attention in traditional service recovery research, such as revenge behaviours. My research proposes a quantitative approach to understanding the interaction between recovery agents and customers in the post-recovery phase. This will include the analysis of real customer revenge behaviour following an ostensibly real service failure in an online shopping experience. The research may also reveal the effects of apologies in the presence of utilitarian recovery. Empirical studies indicate that apologies may have little impact on customer responses when utilitarian needs are unfulfilled. However, research has not yet investigated whether highly empathetic apologies might substitute for monetary overcompensation. Moreover, scholars have highlighted the importance of developing recovery strategies that match the type of failure experienced by the customer. Recent research has even drawn attention to the possibility that providing an apology which is inappropriate to the failure context may damage stock prices. This emphasises the need to refine organisational recovery strategies and minimise the potential damage caused by service failures. Therefore, this research aims to pave the way towards the understanding of how to formulate more effective defensive marketing strategies.

这项研究与客户关系管理和危机管理相关。它旨在调查公司为有效管理面对面和在线交易中的投诉而采取的策略。先前的研究表明，服务补救文献可以受益于从客户报复、品牌越轨和危机管理文献中收集的见解。然而，目前还没有采取任何措施来整合这些不同领域的贡献，以便提供有关如何在服务失败后提供有效的组织道歉的见解。此外，服务补救研究人员呼吁进一步研究客户反应，而传统服务补救研究中很少关注客户反应，例如报复行为。我的研究提出了一种定量方法来理解恢复代理与客户在恢复后阶段之间的互动。这将包括分析在线购物体验中表面上真实的服务失败后真实的客户报复行为。该研究还可能揭示在功利主义复苏存在的情况下道歉的影响。实证研究表明，当功利性需求未得到满足时，道歉可能对客户的反应影响不大。然而，研究尚未调查高度同情的道歉是否可以替代金钱过度补偿。此外，学者们强调了制定与客户经历的故障类型相匹配的恢复策略的重要性。最近的研究甚至引起人们的注意，提供与失败情况不相称的道歉可能会损害股价。这强调需要完善组织恢复策略并最大限度地减少服务故障造成的潜在损害。因此，本研究旨在为理解如何制定更有效的防御性营销策略铺平道路。