服务失误情境下的服务补救和顾客赢回策略

服务失误给顾客带来经济利益和情感的双重损失,最终导致企业竞争力下降和利润损失。除了既有研究所关注的服务失误的"内因"和"外因",服务过程中员工与顾客的互动因素也是导致服务失败的原因之一。企业针对服务失误采取顾客赢回策略,可带来经济和情感(满意度)的双重效应。顾客赢回策略既要着眼于对外部和内部顾客的成功的服务补救,同时还要通过构建服务失误预应机制,完善企业客户关系管理和内部营销,关注与企业外部利益相关者的合作来为顾客创造和传递更多价值,以求赢得顾客的长期忠诚。

Service Recovery and Customer Regaining Strategy under Circumstances of Service Failure

Service failure can t be completely avoided in service industry.It brings about both economic and social cost to customers,which in turn causes the reduction of competitive advantage and profit loss.Besides the internal and external factors that are identified by current studies,the interactive factor between employee and customer should also be included in the reasons that cause service failure.By undertaking customer regaining strategy,firms can receive dual return in terms of both profit and customer sat...