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Author(s): Kristen Bell DeTienne amp; Joan Westwood
How does brand innovativenessaffect brand loyalty?
Article in Journal of Management Research Vol.19, No.4, October- December 2019, pp. 235-249
服务补救质量与顾客保留的实证研究
Abstract
摘要
This article proposes and empirically tests an original model of service recovery. Customer loyalty significantly impacts a companyrsquo;s profitability. Customer satisfaction influences customer loyalty, and perceived recovery quality affects satisfaction. Surveys were mailed to 1,476 customers of a large financial services firm. This study examined how customersrsquo; perceptions of the quality of service recovery efforts differs among customer groups. Customer groups were formed according to differing levels of post-recovery customer loyalty in order to study the impact of perceived service recovery quality on customer loyalty. The results of the study indicate that high- and low-loyalty customer groups differ in their perceptions of two components of service recovery quality: psychological and tangible. Therefore, managers should focus on these components when making decisions regarding service recovery designs. The study also analyzes the implications of the findings on service recovery design.
本文提出了一种服务补救的原始模型，并对其进行了实证检验。顾客忠诚度显著影响公司盈利能力。顾客满意度影响顾客忠诚度，服务补救质量影响顾客满意度。本文以一家大型金融服务公司的1476名客户为研究样本，调查了不同顾客群体对服务补救质量的看法。为了研究服务补救质量对顾客忠诚的影响，本文根据顾客受到补救后忠诚度的不同程度来分类顾客群体。研究结果显示，高忠诚度和低忠诚度的顾客群体对于服务补救质量的两个组成部分（心理和有形上）有不同的看法。因此，管理人员在进行有关服务补救的设计决策时，应该重点分析考虑以上两个组成部分。同时本次研究还分析了以上发现对服务补救设计的影响。
Keywords: Service Recovery, Customer Retention, Service Quality, Customer Loyalty
关键词：服务补救，客户保留，服务质量，客户忠诚度
Because some degree of service failure is inevitable, designers of service delivery systems must consider the implementation and execution of service recovery in their initial design decisions. Research into the success of service recovery—the set of post-failure activities and efforts instituted to recover customer loyalty to its pre-failure level—have shown diverse results (de Matos, Henrique, amp; Rossi, 2007; Jeong amp; Lee, 2017; Ok, Back, amp; Shanklin, 2007; Priluck amp; Lala, 2009; Wang, Wu, Lin, amp; Wang, 2011). Confounding study results hinder the development of the theory and the practice of designing appropriate service recovery systems (Maxham amp;Netemeyer, 2002; Michel amp; Meuter, 2008).
由于某种程度的服务失败是不可避免的，故服务交付系统的设计人员在最初的设计决策中必须考虑服务补救的实现和执行。对服务补救成功的研究——为将顾客忠诚度恢复到服务失败前水平而进行的一系列活动和努力——显示了不同的研究结果(de Matos, Henrique, amp; Rossi, 2007; Jeong amp; Lee, 2017; Ok, Back, amp; Shanklin, 2007; Priluck amp; Lala, 2009; Wang, Wu, Lin, amp; Wang, 2011)。混杂的研究结果使得服务补救设计系统领域的理论和实践难以发展 (Maxham amp;Netemeyer, 2002; Michel amp; Meuter, 2008)。
Researchers have studied service recovery success in order to ascertain the keys to retaining customers who have been subject to a service failure by an organization. For example, Emadi and Swaminathan (2018) recently examined how customersrsquo; experiences with the call center and their wait times influenced customersrsquo; choices about abandoning calls. Numerous elements of service recovery have been identified through empirical study, yet there is little agreement on the appropriate design of service recovery systems to encourage successful customer retention (Contiero, Ponsignon, Smart, amp; Vinelli, 2016; Cunha, Rego, amp; Kamoche, 2009; Goldstein, Johnston, Duffy, amp; Rao, 2002; Komunda amp; Osarenkhoe, 2012; Sivakumar, Li, amp; Dong, 2014). Confounding research results have hampered theory development and practical application in appropriate service recovery design that supports a companyrsquo;s ability to successfully recover previously failed customers.
研究人员对服务补救的成功标准进行了探讨，表明若能保留遭受到服务失败的客户将是补救成功的判别关键。例如，Emadi和Swaminathan(2018)最近研究了在呼叫中心的体验及其等待时间对客户选择放弃呼叫的影响。通过实证研究已经识别出服务补救的诸多要素，但是对于如何设计适当的服务补救系统来进行成功的客户保留，却鲜有共识(Contiero, Ponsignon, Smart, amp; Vinelli, 2016; Cunha, Rego, amp; Kamoche, 2009; Goldstein, Johnston, Duffy, amp; Rao, 2002; Komunda amp; Osarenkhoe, 2012; Sivakumar, Li, amp; Dong, 2014)。合适的服务补救系统设计可以增强公司的能力，成功挽回以前失败的客户，但目前混杂的研究结果使得服务补救设计系统领域的理论和实践难以发展。
Several studies have observed a phenomenon, termed the “recovery paradox” (McCollough, Berry, amp; Yadav, 2000), whereby some customersrsquo; levels of loyalty actually increased after service recovery efforts. For example, Ok, Back, and Shanklin (2007) found that when customers are pleased with the service recovery, they are more satisfied post-recovery than they were initially. Similarly, Gilly and Gelb (1982) found that customers tend to repurchase more often when recovery efforts are satisfactory. In addition, Smith and Bolton (1998) discovered that customers are more satisfied and have a higher repurchase intent after a good recovery than before the failure.
有几项研究观察到一种现象，称为“补救悖论”(McCollough, Berry， amp; Yadav, 2000)，显示顾客的忠诚度实际上在经历成功的服务补救后有所增加。例如，Ok, Back和Shanklin(2007)研究发现，当客户对服务补救结果满意时，他们在补救后的满意程度将会比最初更高。同样，Gilly和Gelb(1982)发现，当补救效果令人满意时，客户往往更容易重新购买。此外，Smith和Bolton(1998)发现，与遭受服务失败前相比，获得良好服务补救后的顾客更满意，并且有更高的回购意愿。
On the other hand, different studies show that even effective recovery efforts may not lead to increased levels of customer loyalty (Bolton amp; Drew, 1991). One study (Michel amp; Meuter, 2008) found that although the service recovery paradox did happen, it was a very rare event that diminished the relevance of the paradox. De Matos, Henrique, and Rossi (2007) conducted a meta-analysis and found that after service failure there was a possibility of obtaining higher customer satisfaction through a high service-recovery effort. However, they found no evidence of increased repurchase intention even with a high service-recovery effort. In other words, according to de Matos, Henrique, and Rossi (2007), customers are potentially less likely to buy from the company after a service fail
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