再多一次接触:顾客反馈机制对服务失败后顾客评价的影响

本文探讨了在服务失败情境下,企业在服务结束后增加主动激发顾客反馈、顾客参与反馈和企业进行后续沟通这一系列连续关键接触点对服务失败后消费者评价的影响。研究结果表明,顾客参与反馈和企业后续沟通对改善消费者满意、信任、重购意愿和引发正面口碑有正面影响。企业主动激发反馈可以显著地提高信任,但不影响信任、重购意愿和正面口碑。此外,顾客参与反馈与企业后续沟通的交互作用对信任和重购意愿具有显著影响。

One More Encounter:the Effect of Customer Feedback Mechanism toward Customer Evaluations after Service Failure

The authors examine customer evaluations of a service provider following a continuous series of key service encounters as proactive solicitation of customer feedback,customer providing feedback and follow-up communication after service failure.The results indicate that customer providing feedback and follow-up communication from the service provider have a significant impact on customer satisfaction,trust,repurchase intent and positive word of mouth.Proactive solicitation of customer feedback influences tru...