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

本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收集的见解。然而，目前还没有做什么，以整合这些不同领域的贡献，以提供洞察力，如何提供一个有效的组织道歉后，服务失败。此外，服务补救研究人员呼吁进一步研究客户的反应，这在传统的服务补救研究，如报复行为得到较少的关注。我的研究提出了一种定量的方法来了解恢复代理和客户之间的互动在恢复后阶段。这将包括分析在线购物体验中表面上真实的服务失败后的真实的客户报复行为。本研究还揭示了在功利性恢复条件下道歉的效果。实证研究表明，当功利需求未得到满足时，道歉对顾客反应的影响不大。然而，研究还没有调查是否高度同情的道歉可能取代金钱的过度补偿。此外，学者们强调了制定与客户所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了人们的注意，提供一个道歉，这是不适当的失败背景可能会损害股票价格的可能性。这强调了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，本研究的目的是为了解如何制定更有效的防御性营销策略铺平道路。

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.