本文選題：顧客感知公平 + 補救滿意度　； 參考：《重慶工商大學(xué)》2012年碩士論文

【摘要】：服務(wù)企業(yè)要在當(dāng)前激烈的競爭環(huán)境中保持競爭優(yōu)勢越來越困難，而吸引和保留顧客并進行有效的顧客關(guān)系管理，已經(jīng)成為服務(wù)企業(yè)可持續(xù)競爭優(yōu)勢的重要源泉。提供優(yōu)質(zhì)的服務(wù)是服務(wù)企業(yè)吸引和保留顧客的重要前提。盡管提供優(yōu)質(zhì)的服務(wù)是所有服務(wù)管理者的愿望，但服務(wù)失誤不可避免。在服務(wù)失誤發(fā)生后，服務(wù)企業(yè)如何采取合理的補救措施以重新贏得顧客滿意，以及如何對服務(wù)補救的效果進行科學(xué)評價，這些成為理論界和實踐界共同關(guān)注的問題。隨著市場營銷從交易導(dǎo)向轉(zhuǎn)向關(guān)系導(dǎo)向，顧客關(guān)系的重要性日益顯著，使得服務(wù)營銷與顧客關(guān)系密不可分，因此在服務(wù)失誤和服務(wù)補救管理研究中融入顧客關(guān)系的視角，顯得尤為必要。因而，從顧客關(guān)系的角度考察顧客如何對服務(wù)失誤和服務(wù)補救做出反應(yīng)，以及服務(wù)企業(yè)的服務(wù)補救如何影響顧客后續(xù)的行為意向，就更具有現(xiàn)實意義。 因此，無論是顧客對服務(wù)補救的感知還是顧客對服務(wù)補救效果的評價，都會受到顧客與服務(wù)企業(yè)關(guān)系狀況的影響。而且，服務(wù)補救的效果也會對顧客與服務(wù)企業(yè)的關(guān)系狀況產(chǎn)生一定的影響。論文緊緊圍繞著三個議題展開： 1、服務(wù)補救前顧客關(guān)系質(zhì)量對服務(wù)補救滿意度的作用； 2、服務(wù)補救滿意度對服務(wù)補救后顧客關(guān)系質(zhì)量的作用； 3、服務(wù)補救滿意度、顧客關(guān)系質(zhì)量對補救后顧客行為意向的影響。 論文在已有文獻的基礎(chǔ)上構(gòu)建了服務(wù)補救、顧客關(guān)系質(zhì)量、顧客感知公平、補救滿意度和顧客后續(xù)行為意向的關(guān)系模型。同時，將在模型中引入變量顧客關(guān)系質(zhì)量，顧客關(guān)系質(zhì)量在模型中扮演兩個角色，一是作為感知公平與補救滿意度的調(diào)節(jié)變量，二是作為補救滿意度的結(jié)果變量，因此在模型中顧客關(guān)系質(zhì)量分為補救前顧客關(guān)系質(zhì)量和補救后顧客關(guān)系質(zhì)量。并在重慶餐飲行業(yè)的背景下進行問卷調(diào)查，并針對245份有效樣本進行數(shù)據(jù)分析得到主要結(jié)論如下： 1、感知公平的各維度對服務(wù)補救滿意有顯著的正向影響。 2、服務(wù)補救前顧客關(guān)系質(zhì)量的信任和承諾維度對顧客感知公平與服務(wù)補救滿意度之間的關(guān)系有調(diào)節(jié)作用。 3、服務(wù)補救滿意度對服務(wù)補救后顧客關(guān)系質(zhì)量的各維度有正向影響。 4、服務(wù)補救滿意度與服務(wù)補救后顧客關(guān)系質(zhì)量均對顧客后續(xù)行為意向有顯著的正向影響。 最后，，根據(jù)研究結(jié)果，針對服務(wù)業(yè)的實際情況提出建議以及論文的局限和未來研究的方向。
[Abstract]:It is more and more difficult for service enterprises to maintain their competitive advantages in the current fierce competitive environment. Attracting and retaining customers and carrying out effective customer relationship management have become an important source of sustainable competitive advantage of service enterprises.Providing high-quality service is an important prerequisite for service enterprises to attract and retain customers.While it is the wish of all service managers to provide quality services, service failures are inevitable.After the failure of service, how to take reasonable remedial measures to win customer satisfaction and how to scientifically evaluate the effect of service remedy have become the common concern of the theory and practice circles.With the change of marketing from transaction orientation to relationship orientation, the importance of customer relationship is becoming more and more significant, which makes service marketing and customer relationship inextricably linked. Therefore, the perspective of customer relationship is integrated into the research of service failure and service remedy management.It is especially necessary.Therefore, it is of practical significance to investigate how customers react to service failures and service remedies from the point of view of customer relationship, and how the service remedies of service enterprises affect the future behavior intention of customers.Therefore, whether it is the perception of service remedy or the evaluation of service remedy effect, it will be affected by the relationship between customer and service enterprise.Moreover, the effect of service remedy will also have a certain impact on the relationship between customers and service enterprises.The paper focuses on three topics:1. The effect of customer relationship quality on service remedy satisfaction before service remedy;2.The effect of satisfaction degree of service remedy on the quality of customer relationship after service remedy;3. Satisfaction degree of service remedy and the effect of customer relationship quality on customer behavior intention after remediation.Based on the existing literature, this paper constructs a relationship model of service recovery, customer relationship quality, customer perception fairness, satisfaction with recovery and customer behavior intention.At the same time, the variable customer relationship quality will be introduced into the model. Customer relationship quality plays two roles in the model, one is as the adjustment variable of perceived fairness and remedial satisfaction, the other is the result variable of remedial satisfaction.Therefore, customer relationship quality in the model is divided into customer relationship quality before remedy and customer relationship quality after remediation.Under the background of catering industry in Chongqing, a questionnaire survey was conducted, and 245 valid samples were analyzed. The main conclusions are as follows:1. Each dimension of perceived fairness has a significant positive effect on service remedy satisfaction.2. The dimension of trust and commitment of customer relationship quality before service remedy has a moderating effect on the relationship between customer perceived fairness and service remedy satisfaction.3. Satisfaction degree of service remedy has positive influence on the dimensions of customer relationship quality after service remedy.4. The satisfaction degree of service remedy and the quality of customer relationship after service remedy have significant positive effects on the intention of customer's subsequent behavior.Finally, according to the results of the research, the paper puts forward some suggestions on the actual situation of service industry, as well as the limitations of the paper and the direction of future research.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F719;F274;F224

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