本文關(guān)鍵詞：服務(wù)補(bǔ)救對(duì)新老顧客忠誠(chéng)影響的差異研究　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：經(jīng)濟(jì)的發(fā)展和市場(chǎng)的日益成熟使得我們對(duì)產(chǎn)品和服務(wù)認(rèn)知越來(lái)越模糊,服務(wù)在現(xiàn)代企業(yè)競(jìng)爭(zhēng)中的作用日益突出。但是,如今的現(xiàn)實(shí)卻是媒體上關(guān)于服務(wù)失誤的報(bào)道確實(shí)屢見(jiàn)不鮮。消費(fèi)者在服務(wù)消費(fèi)過(guò)程中服務(wù)失誤的發(fā)生無(wú)法完全規(guī)避,企業(yè)若在這之后不能及時(shí)補(bǔ)救最終會(huì)導(dǎo)致顧客的流失。現(xiàn)有的研究對(duì)服務(wù)失誤的補(bǔ)救已經(jīng)給出了一定的建議,但是他們沒(méi)有對(duì)不同服務(wù)失誤情境的服務(wù)補(bǔ)救效果進(jìn)行深入分析。本研究在立足于之前學(xué)者們的研究基礎(chǔ)之上,在通過(guò)相關(guān)交流走訪后形成了8種模擬服務(wù)失誤及服務(wù)補(bǔ)救的場(chǎng)景的研究問(wèn)卷來(lái)獲得本研究的實(shí)證分析所需要的原始數(shù)據(jù),對(duì)原始數(shù)據(jù)進(jìn)行了簡(jiǎn)要的統(tǒng)計(jì)整理后,運(yùn)用信、效度分析來(lái)檢驗(yàn)本研究所使用的量表的信效度,并在此基礎(chǔ)運(yùn)用單因素方差分析、多元方差分析等分析方法利用所獲得的數(shù)據(jù)對(duì)本研究的假設(shè)進(jìn)行了相關(guān)檢驗(yàn),最終得出了如下結(jié)論:(1)消費(fèi)者在服務(wù)消費(fèi)的過(guò)程中一旦遭遇了服務(wù)失誤,即使是遭遇到相同的服務(wù)失誤情境,新顧客與老顧客對(duì)服務(wù)失誤嚴(yán)重性程度感知存在顯著差異。與新顧客相比,老顧客對(duì)服務(wù)企業(yè)提供的服務(wù)有更高的期望,而且與新顧客相比,老顧客對(duì)服務(wù)企業(yè)的服務(wù)失誤的容忍度更低;(2)服務(wù)企業(yè)在消費(fèi)者遭遇服務(wù)失誤之后提供一定的服務(wù)補(bǔ)救措施,不同消費(fèi)者對(duì)服務(wù)企業(yè)提供的補(bǔ)救行為所表現(xiàn)出來(lái)的滿意度存在顯著差異。對(duì)初次進(jìn)店消費(fèi)的服務(wù)企業(yè)的新顧客來(lái)說(shuō),他們心里對(duì)不同的服務(wù)補(bǔ)救方式的偏好(經(jīng)歷服務(wù)補(bǔ)救后顧客滿意度較高)程度按從低到高的順序排列為:被動(dòng)精神補(bǔ)救、主動(dòng)精神補(bǔ)救、被動(dòng)物質(zhì)補(bǔ)救和主動(dòng)物質(zhì)補(bǔ)救。而對(duì)經(jīng)常光顧服務(wù)企業(yè)并且之前的消費(fèi)經(jīng)歷很是滿意的老顧客來(lái)說(shuō),他們心里對(duì)不同的服務(wù)補(bǔ)救方式的偏好(經(jīng)歷服務(wù)補(bǔ)救后顧客滿意度較高)程度按從高到低的順序排列為:主動(dòng)物質(zhì)補(bǔ)救、主動(dòng)精神補(bǔ)救、被動(dòng)精神補(bǔ)救和被動(dòng)物質(zhì)補(bǔ)救;(3)與初次與服務(wù)企業(yè)打交道的新顧客相比,那些之前有過(guò)滿意消費(fèi)經(jīng)歷的老顧客對(duì)服務(wù)企業(yè)的忠誠(chéng)會(huì)受到其在服務(wù)企業(yè)之前消費(fèi)經(jīng)歷的影響。
[Abstract]:With the development of economy and the maturation of market, our cognition of products and services is becoming more and more vague, and the role of service in the competition of modern enterprises is becoming more and more prominent. Today's reality is that the media on the service failure reports are indeed common. Consumers in the process of service consumption service failure can not be completely avoided. If the enterprise can not remedy in time after this will eventually lead to the loss of customers. The existing research on service failure remediation has given some suggestions. However, they did not analyze the effect of service remediation in different service failure situations. This study is based on previous scholars' research. In order to obtain the original data needed for the empirical analysis of this study, 8 kinds of research questionnaires were formed to simulate the service failure and service remediation scenarios after the related exchange visits. After a brief statistical analysis of the original data, the reliability and validity of the scale used in this study were tested by using the reliability and validity analysis, and the univariate ANOVA was used on this basis. The multivariate variance analysis and other analysis methods use the obtained data to test the hypothesis of this study, and finally come to the following conclusion: 1) once the consumer encountered service errors in the process of service consumption. Even if they encounter the same service failure situation, there are significant differences between the new customer and the old customer on the severity of service failure. Compared with the new customer, the old customer has a higher expectation of the service provided by the service enterprise. Compared with the new customers, the old customers have lower tolerance to the service errors of the service enterprises. 2) the service enterprise provides certain service remedial measures after the consumer encounters the service mistake. There are significant differences in the satisfaction of different consumers to the remedial behavior provided by service enterprises. Their psychological preference for different service remedies (higher customer satisfaction after experiencing service remediation) is in the order from low to high: passive mental remedy, active mental recovery. Passive material remediation and active material remediation. And for regular customers who often patronize service enterprises and whose previous consumption experience is very satisfactory. Their psychological preference for different service remedies (higher customer satisfaction after experiencing service remediation) is arranged in order from high to low: active material remedy, active spiritual remedy. Passive mental remedy and passive material remedy; Compared with the new customers who deal with service enterprises for the first time, the loyalty of the old customers who have been satisfied with the consumption experience before will be influenced by the consumption experience before the service enterprises.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

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