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2419.docx

服务补救救论文：基于感感知公平平的服务务补救对对顾客满满意度及及忠诚度度的影响响研究【中文摘摘要】近近年来,服务业业获得突突飞猛进进的发展展。以顾顾客满意意度和忠忠诚度为为目标,提供高高质量的的服务,是企业业获得同同行业竞竞争力的的关键。但但是,由由于服务务的无形形性、异异质性、易易逝性等等特点,使得服服务质量量并不稳稳定,服服务失误误的出现现不可避避免。研研究表明明,服务务失误并并不一定定会导致致顾客流流失,有有效的服服务补救救有利于于企业重重新创造造顾客满满意和忠忠诚,形形成正向向的口碑碑传播,提高企企业形象象。研究究服务补补救下的的顾客满满意度及及忠诚度度影响机机制,对对企业制制定出有有效的服服务补救救策略具具有重要要的理论论和现实实意义。目目前对服服务补救救的相关关研究多多集中于于服务补补救与补补救满意意度之间间的关系系,而且且对顾客客忠诚的的研究也也多集中中于补救救满意度度,顾客客对企业业提供的的补救服服务感知知及整体体服务感感知在以以前的相相关研究究中没有有明确的的界定,因此,本文从从补救满满意度与与整体满满意度两两个角度度,全面面衡量服服务失误误及服务务补救发发生后顾顾客的满满意程度度,结合合感知公公平理论论,探讨讨顾客在在乘坐飞飞机时,顾客的的感知公公平、满满意度与与忠诚度度之间的的关系。本本文以问问卷调查查的形式式收集数数据,利利用SPPSS117.00对前测测样本、正正式样本本分别进进行了信信度和效效度分析析。构建建结构方方程模型型,通过过AMOOS7.0对数数据进行行拟合,并检验验了理论论模型中中的相关关假设。本本文的研研究结果果基本上上验证了了研究构构思与相相关假设设,结果果表明：感知公公平的三三个维度度对补救救满意度度具有显显著正向向影响；感知公公平的三三个维度度中,只只有结果果公平对对顾客整整体满意意度有显显著的正正向影响响；补救救满意度度对整体体满意度度有显著著的正向向影响；补救满满意度及及整体满满意度对对顾客忠忠诚度都都有显著著的正向向影响,在影响响程度上上,整体体满意度度对忠诚诚度的影影响大于于补救满满意度对对忠诚度度的影响响。最后后论文对对企业如如何制定定有效的的服务补补救策略略,提高高顾客满满意度和和忠诚度度提出了了一些建建议。【英文摘摘要】IIn rreceent yeaars, seerviice inddusttry hass a rappid devveloopmeent. Thhe kkey to impprovve tthe commpettitiivennesss off ennterrpriisess iss prroviidinng hhighh quualiity serrvicce tto eenhaancee cuustoomerr saatissfacctioon aand loyyaltty. Howweveer, thee naaturre oof sservvicees, succh aas iintaangiiblee, hheteeroggeneeouss, pperiishaablee annd ootheer ccharractteriistiics, maakess thhe sservvicee quualiity is nott sttablle, andd thhe eemerrgennce of serrvicce ffailluree iss inneviitabble. Sttudiies havve sshowwn tthatt seerviice faiilurre ddo nnot neccesssariily leaad tto ccusttomeer ddefeectiion, suucceessfful reccoveery willl hhelpp thhe eenteerprrisees rrecrreatte ccusttomeer ssatiisfaactiion andd looyallty, poosittivee woord of mouuth, annd iimprrovee thhe ccorpporaate imaage. Thhe rreseearcch oon tthe efffectt meechaanissms of cusstommer sattisffacttionn annd lloyaaltyy inn seerviice reccoveery sittuattionns hhas impporttantt thheorretiicall annd ppraccticcal siggnifficaancee foor eenteerprrisees tto ddeveelopp efffecctivve sservvicee reecovveryy sttrattegiies.Thee reelatted ressearrchees oon sservvicee reecovveryy arre mmoree foocussed on thee reelattionnshiip bbetwweenn seerviice reccoveery andd reecovveryy saatissfacctioon, andd thhe rreseearcchess onn cuustoomerr looyallty aree moore foccuseed oon rrecooverry ssatiisfaactiion. Thheree iss noo cllearr deefinnitiion bettweeen ccusttomeer pperccepttionn onn reecovveryy seerviice andd cuustoomerr peerceeptiion on oveeralll sservvicee inn thhe ppastt reelatted ressearrch. Thhereeforre, thiis ppapeer ccompprehhenssiveely meaasurred cusstommer sattisffacttionn affterr thhe sservvicee faailuure andd seerviice reccoveery froom rrecooverry ssatiisfaactiion andd ovveraall sattisffacttionn thhe ttwo anggless, ccombbineed wwithh thhe ppercceivved jussticce ttheoory to expplorre tthe rellatiionsshipps oof ppercceivved jussticce, cusstommer sattisffacttionn annd lloyaaltyy, wwhenn thhe ccusttomeers takke tthe plaane. Thhis papper colllecctedd daata in thee foorm of queestiionnnairre ssurvvey, annd uusedd SPPSS117.00 too teest thee reeliaabillityy annd vvaliiditty oof ppre-tesst ssamppless annd fformmal sammplees. We buiilt thee sttruccturral equuatiion moddel, fiit tthe datta aand tesstedd thhe uundeerlyyingg hyypotthessis of thee thheorretiicall moodell byy AMMOS77.0.Thee reesullts of thiis sstuddy bbasiicallly verrifiied thee reeseaarchh iddeass annd uundeerlyyingg hyypotthessis, thhe rresuultss shhoweed tthatt:thhe tthreee ddimeensiionss off peerceeiveed jjustticee haave a ssignnifiicannt pposiitivve iimpaact on reccoveery sattisffacttionn; oonlyy diistrribuutivve jjustticee haas aa siigniificcantt poosittivee efffecct oon ooverralll saatissfacctioon iin tthe thrree dimmenssionns oof ppercceivved jussticce; reccoveery sattisffacttionn haas aa siigniificcantt poosittivee efffecct oon ooverralll saatissfacctioon; botth rrecooverry ssatiisfaactiion andd ovveraall sattisffacttionn haave siggnifficaant possitiive efffectts oon ccusttomeer lloyaaltyy, iin tthe deggreee off efffecct, thee immpacct oof ooverralll saatissfacctioon oon lloyaaltyy iss grreatter thaan tthe imppactt off reecovveryy saatissfacctioon oon lloyaaltyy. FFinaallyy, tthe papper putt foorwaard somme ssugggesttionns oon hhow commpanniess deevellop efffecttivee seerviice reccoveery strrateegiees, andd hoow tto iimprrovee cuustoomerr saatissfacctioon aand loyyaltty.【关键词词】服务务补救 感知公公平 顾顾客满意意 顾客客忠诚【英文关关键词】service recovery perceived justice customer satisfaction customer loyalty【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 6-7Abstract 7 CHAPTER 1 INTRODUCTION 10-16 1.1 RESEARCH BACKGROUND 10-11 1.2 RESEARCH PURPOSE AND SIGNIFICANCE 11-12 1.2.1 Research Purpose 11 1.2.2 Research Significance 11-12 1.3 RESEARCH CONTENT AND THESIS STRUCTURE 12-14 1.3.1 Research Content 12-13 1.3.2 Thesis Structure 13-14 1.4 RESEARCH METHODS 14-16 CHAPTER 2 LITERATURE REVIEW 16-31 2.1 SERVICE FAILURE AND SERVICE RECOVERY 16-20 2.1.1 Service Failure 16-17 2.1.2 Service Recovery 17-20 2.2 PERCEIVED JUSTICE 20-25 2.2.1 Development of Fairness Theory 20-21 2.2.2 The Dimensions of Perceived Justice 21-23 2.2.3 The Application of Perceived Justice Theory in Service Recovery 23-25 2.3 CUSTOMER SATISFACTION 25-28 2.3.1 The Basic Concept of Customer Satisfaction 25-26 2.3.2 Recovery Satisfaction 26 2.3.3 Overall satisfaction 26-27 2.3.4 Research on Antecedents of Customer Satisfaction 27 2.3.5 Research on Consequences of Customer Satisfaction 27-28 2.4 CUSTOMER LOYALTY 28-31 2.4.1 The Basic Concept of Customer Loyalty 28-29 2.4.2 Composition and Measurement of Customer Loyalty 29-31 CHAPTER 3 RESEARCH DESIGN 31-40 3.1 THE RESEARCH MODEL AND HYPOTHESES 31-34 3.1.1 The Proposition of Theoretical Model 31-32 3.1.2 Theoretical Basis and Research Hypotheses 32-34 3.2 STRUCTURE AND CONTENT OF QUESTIONNAIRE 34 3.3 DEFINITION AND MEASUREMENT OF VARIABLES 34-37 3.3.1 Definition and Measurement of Perceived Justice 34-36 3.3.2 Definition and Measurement of Recovery Satisfaction 36 3.3.3 Definition and Measurement of Overall Satisfaction 36-37 3.3.4 Definition and Measurement of Customer Loyalty 37 3.4 PRE-TEST QUESTIONNAIRE 37-40 3.4.1 The Data Analysis Method of Pre-test 37-38 3.4.2 The Analvsis Results of Pre-test 38-40 CHAPTER 4 DATA ANALYSIS AND HYPOTHESIS TESTING 40-60 4.1 DATA COLLECTION AND SAMPLE PROFILE 40-42 4.1.1 Data Collection 40 4.1.2 Descriptive Statistics Analysis 40-42 4.2 THE RELIABILITY AND VALIDITY TEST OF QUESTIONNAIRE 42-51 4.2.1 The Reliability and Validity Test of Perceived Justice 43-46 4.2.2 The Reliability and Validity Test on Recovery Satisfaction 46-47 4.2.3 The Reliability and Validity Test on Overall Satisfaction 47-49 4.2.4 The Reliability and Validity Test on Customer Loyalty 49-51 4.3 STRUCTURAL EQUATION MODEL ANALYSIS 51-60 4.3.1 Structural Equation Model 51-53 4.3.2 Model Set 53-54 4.3.3 Model fit and evaluation 54-57 4.3.4 Model Modification 57-58 4.3.5 Results and Interpretations of Hypothesis Testing 58-60 CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 60-64 5.1 CONCLUSIONS 60-61 5.2 MANAGEMENT IMPLICATIONS 61-62 5.3 LIMITATIONS AND FUTURE RESEARCH 62-64 ACKNOWLEDGEMENT 64-65 REFERENCES 65-69 APPENDIX 69-71