服务补救论文：基于感知公平的服务补救对顾客满意度及忠诚度的影响

服务补救论文：基于感知公平的服务补救对顾客满意度及忠诚度的影响研究【中文摘要】近年来,服务业获得突飞猛进的发展。以顾客满意度和忠诚度为目标,提供高质量的服务,是企业获得同行业竞争力的关键。但是,由于服务的无形性、异质性、易逝性等特点,使得服务质量并不稳定,服务失误的出现不可避免。研究表明,服务失误并不一定会导致顾客流失,有效的服务补救有利于企业重新创造顾客满意和忠诚,形成正向的口碑传播,提高企业形象。研究服务补救下的顾客满意度及忠诚度影响机制,对企业制定出有效的服务补救策略具有重要的理论和现实意义。目前对服务补救的相关研究多集中于服务补救与补救满意度之间的关系,而且对顾客忠诚的研究也多集中于补救满意度,顾客对企业提供的补救服务感知及整体服务感知在以前的相关研究中没有明确的界定,因此,本文从补救满意度与整体满意度两个角度,全面衡量服务失误及服务补救发生后顾客的满意程度,结合感知公平理论,探讨顾客在乘坐飞机时,顾客的感知公平、满意度与忠诚度之间的关系。本文以问卷调查的形式收集数据,利用SPSS17.0对前测样本、正式样本分别进行了信度和效度分析。构建结构方程模型,通过AMOS7.0对数据进行拟合,并检验了理论模型中的相关假设。本文的研究结果基本上验证了研究构思与相关假设,结果表明：感知公平的三个维度对补救满意度具有显著正向影响；感知公平的三个维度中,只有结果公平对顾客整体满意度有显著的正向影响；补救满意度对整体满意度有显著的正向影响；补救满意度及整体满意度对顾客忠诚度都有显著的正向影响,在影响程度上,整体满意度对忠诚度的影响大于补救满意度对忠诚度的影响。最后论文对企业如何制定有效的服务补救策略,提高顾客满意度和忠诚度提出了一些建议。【英文摘要】Inrecentyears,serviceindustryhasarapiddevelopment.Thekeytoimprovethecompetitivenessofenterprisesisprovidinghighqualityservicetoenhancecustomersatisfactionandloyalty.However,thenatureofservices,suchasintangible,heterogeneous,perishableandothercharacteristics,makestheservicequalityisnotstable,andtheemergenceofservicefailureisinevitable.Studieshaveshownthatservicefailuredonotnecessarilyleadtocustomerdefection,successfulrecoverywillhelptheenterprisesrecreatecustomersatisfactionandloyalty,positivewordofmouth,andimprovethecorporateimage.Theresearchontheeffectmechanismsofcustomersatisfactionandloyaltyinservicerecoverysituationshasimportanttheoreticalandpracticalsignificanceforenterprisestodevelopeffectiveservicerecoverystrategies.Therelatedresearchesonservicerecoveryaremorefocusedontherelationshipbetweenservicerecoveryandrecoverysatisfaction,andtheresearchesoncustomerloyaltyaremorefocusedonrecoverysatisfaction.Thereisnocleardefinitionbetweencustomerperceptiononrecoveryserviceandcustomerperceptiononoverallserviceinthepastrelatedresearch.Therefore,thispapercomprehensivelymeasuredcustomersatisfactionaftertheservicefailureandservicerecoveryfromrecoverysatisfactionandoverallsatisfactionthetwoangles,combinedwiththeperceivedjusticetheorytoexploretherelationshipsofperceivedjustice,customersatisfactionandloyalty,whenthecustomerstaketheplane.Thispapercollecteddataintheformofquestionnairesurvey,andusedSPSS17.0totestthereliabilityandvalidityofpre-testsamplesandformalsamples.Webuiltthestructuralequationmodel,fitthedataandtestedtheunderlyinghypothesisofthetheoreticalmodelbyAMOS7.0.Theresultsofthisstudybasicallyverifiedtheresearchideasandunderlyinghypothesis,theresultsshowedthat:thethreedimensionsofperceivedjusticehaveasignificantpositiveimpactonrecoverysatisfaction;onlydistributivejusticehasasignificantpositiveeffectonoverallsatisfactioninthethreedimensionsofperceivedjustice;recoverysatisfactionhasasignificantpositiveeffectonoverallsatisfaction;bothrecoverysatisfactionandoverallsatisfactionhavesignificantpositiveeffectsoncustomerloyalty,inthedegreeofeffect,theimpactofoverallsatisfactiononloyaltyisgreaterthantheimpactofrecoverysatisfactiononloyalty.Finally,thepaperputforwardsomesuggestionsonhowcompaniesdevelopeffectiveservicerecoverystrategies,andhowtoimprovecustomersatisfactionandloyalty.【关键词】服务补救感知公平顾客满意顾客忠诚【英文关键词】servicerecoveryperceivedjusticecustomersatisfactioncustomerloyalty【目录】基于感知公平的服务补救对顾客满意度及忠诚度的影响研究摘要6-7Abstract7CHAPTER1INTRODUCTION10-161.1RESEARCHBACKGROUND10-111.2RESEARCHPURPOSEANDSIGNIFICANCE11-121.2.1ResearchPurpose111.2.2ResearchSignificance11-121.3RESEARCHCONTENTANDTHESISSTRUCTURE12-141.3.1ResearchContent12-131.3.2ThesisStructure13-141.4RESEARCHMETHODS14-16CHAPTER2LITERATUREREVIEW16-312.1SERVICEFAILUREANDSERVICERECOVERY16-202.1.1ServiceFailure16-172.1.2ServiceRecovery17-202.2PERCEIVEDJUSTICE20-252.2.1DevelopmentofFairnessTheory20-212.2.2TheDimensionsofPerceivedJustice21-232.2.3TheApplicationofPerceivedJusticeTheoryinServiceRecovery23-252.3CUSTOMERSATISFACTION25-282.3.1TheBasicConceptofCustomerSatisfaction25-262.3.2RecoverySatisfaction262.3.3Overallsatisfaction26-272.3.4ResearchonAntecedentsofCustomerSatisfaction272.3.5ResearchonConsequencesofCustomerSatisfaction27-282.4CUSTOMERLOYALTY28-312.4.1TheBasicConceptofCustomerLoyalty28-292.4.2CompositionandMeasurementofCustomerLoyalty29-31CHAPTER3RESEARCHDESIGN31-403.1THERESEARCHMODELANDHYPOTHESES31-343.1.1ThePropositionofTheoreticalModel31-323.1.2TheoreticalBasisandResearchHypotheses32-343.2STRUCTUREANDCONTENTOFQUESTIONNAIRE343.3DEFINITIONANDMEASUREMENTOFVARIABLES34-373.3.1DefinitionandMeasurementofPerceivedJustice34-363.3.2DefinitionandMeasurementofRecoverySatisfaction363.3.3DefinitionandMeasurementofOverallSatisfaction36-373.3.4DefinitionandMeasurementofCustomerLoyalty373.4PRE-TESTQUESTIONNAIRE37-403.4.1TheDataAnalysisMethodofPre-test37-383.4.2TheAnalvsisResultsofPre-test38-40CHAPTER4DATAANALYSISANDHYPOTHESISTESTING40-604.1DATACOLLECTIONANDSAMPLEPROFILE40-424.1.1DataCollection404.1.2DescriptiveStatisticsAnalysis40-424.2THERELIABILITYANDVALIDITYTESTOFQUESTIONNAIRE42-514.2.1TheReliabilityandValidityTestofPerceivedJustice43-464.2.2TheReliabilityandValidityTestonRecoverySatisfaction46-474.2.3TheReliabilityandValidityTestonOverallSatisfaction47-494.2.4T