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This paper proposes a theoretical framework which applies concepts of “will expectation” and “should expectation” to exploring
the effects of service recovery on customers’ post-recovery satisfaction. The relationship among customers’ perceptions of
service recovery and their different expectations for service recovery will determine the probability of customers’ post-recovery
satisfaction exceeding their pre-failure satisfaction (service recovery paradox, SRP). Only when perceptions are higher than
both will and should expectations, SRP is much likely to occur. In other cases, it will be difficult to have SRP. We extend
this theory to dynamic process. The proposed theory could explain the conflicting findings of previous studies about SRP.
Results of exploratory studies provide empirical support for our theory in the static case. Managerial implications and further
research direction are also discussed. 相似文献
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