本文選題：社會(huì)距離 + 解釋水平理論��； 參考：《管理評論》2017年12期

【摘要】：服務(wù)接觸失敗中,顧客對于補(bǔ)救措施的偏好因人而異。本文運(yùn)用解釋水平理論嘗試從社會(huì)距離的角度解釋這一現(xiàn)象背后的原因,通過研究1檢驗(yàn)不同社會(huì)距離顧客對"打折補(bǔ)救"和"贈(zèng)送補(bǔ)救"的偏好差異,并在此基礎(chǔ)上通過研究2驗(yàn)證嚴(yán)重/輕微服務(wù)接觸失敗下給予不同社會(huì)距離顧客打折/贈(zèng)送補(bǔ)救后他們的滿意度區(qū)別。結(jié)果表明:(1)當(dāng)接受等價(jià)值的補(bǔ)救措施時(shí),"近距離顧客"更喜歡"贈(zèng)送補(bǔ)救","遠(yuǎn)距離顧客"更喜歡"打折補(bǔ)救"。(2)經(jīng)歷嚴(yán)重服務(wù)接觸失敗后,當(dāng)給予"贈(zèng)送補(bǔ)救"時(shí)近距離顧客的補(bǔ)救后滿意度高于遠(yuǎn)距離顧客,當(dāng)給予"打折補(bǔ)救"時(shí)兩者滿意度無顯著差異;經(jīng)歷輕微服務(wù)接觸失敗后,當(dāng)給予"打折補(bǔ)救"時(shí)遠(yuǎn)距離顧客的補(bǔ)救后滿意度高于近距離顧客,當(dāng)給予"贈(zèng)送補(bǔ)救"時(shí)補(bǔ)救后滿意度具有相反趨勢。
[Abstract]:In the failure of service contact, the customer's preference for remedial measures varies from person to person. This paper tries to explain the reasons behind this phenomenon from the angle of social distance by using the level of explanation theory, and tests the difference of customers' preference for "discount remedy" and "gift remedy" in different social distances. On the basis of this, we verify the difference of customer satisfaction after giving discounted / complimentary remedies to customers with different social distances under severe / slight service contact failure through study 2. The results showed that when accepting remedies of equal value, "close customers" preferred "gift remedies" and "long-distance customers" preferred "discount remedies". When "gift remedy" was given, the satisfaction degree of the close-distance customer was higher than that of the remote customer, and when the "discount remedy" was given, there was no significant difference between the two. The satisfaction degree of long-distance customers is higher than that of close-range customers when "discount remedy" is given, and the satisfaction degree after remediation has the opposite trend when "gift remedy" is given.
【作者單位】： 東北師范大學(xué)商學(xué)院;
【基金】：國家社會(huì)科學(xué)基金項(xiàng)目(15BGL092)
【分類號(hào)】：F274

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1 崔起;消費(fèi)者對不同社會(huì)距離下他人評價(jià)的反應(yīng)[D];東北師范大學(xué);2014年

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本文編號(hào)：2029219