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.doc

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】In recent years, service industry has a rapid development. The key to improve the competitiveness of enterprises is providing high quality service to enhance customer satisfaction and loyalty. However, the nature of services, such as intangible, heterogeneous, perishable and other characteristics, makes the service quality is not stable, and the emergence of service failure is inevitable. Studies have shown that service failure do not necessarily lead to customer defection, successful recovery will help the enterprises recreate customer satisfaction and loyalty, positive word of mouth, and improve the corporate image. The research on the effect mechanisms of customer satisfaction and loyalty in service recovery situations has important theoretical and practical significance for enterprises to develop effective service recovery strategies.The related researches on service recovery are more focused on the relationship between service recovery and recovery satisfaction, and the researches on customer loyalty are more focused on recovery satisfaction. There is no clear definition between customer perception on recovery service and customer perception on overall service in the past related research. Therefore, this paper comprehensively measured customer satisfaction after the service failure and service recovery from recovery satisfaction and overall satisfaction the two angles, combined with the perceived justice theory to explore the relationships of perceived justice, customer satisfaction and loyalty, when the customers take the plane. This paper collected data in the form of questionnaire survey, and used SPSS17.0 to test the reliability and validity of pre-test samples and formal samples. We built the structural equation model, fit the data and tested the underlying hypothesis of the theoretical model by AMOS7.0.The results of this study basically verified the research ideas and underlying hypothesis, the results showed that:the three dimensions of perceived justice have a significant positive impact on recovery satisfaction; only distributive justice has a significant positive effect on overall satisfaction in the three dimensions of perceived justice; recovery satisfaction has a significant positive effect on overall satisfaction; both recovery satisfaction and overall satisfaction have significant positive effects on customer loyalty, in the degree of effect, the impact of overall satisfaction on loyalty is greater than the impact of recovery satisfaction on loyalty. Finally, the paper put forward some suggestions on how companies develop effective service recovery strategies, and how to improve customer satisfaction and loyalty.【关键词】服务补救 感知公平 顾客满意 顾客忠诚【英文关键词】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6-7Abstract7CHAPTER 1 INTRODUCTION10-161.1 RESEARCH BACKGROUND10-111.2 RESEARCH PURPOSE AND SIGNIFICANCE11-121.2.1 Research Purpose111.2.2 Research Significance11-121.3 RESEARCH CONTENT AND THESIS STRUCTURE12-141.3.1 Research Content12-131.3.2 Thesis Structure13-141.4 RESEARCH METHODS14-16CHAPTER 2 LITERATURE REVIEW16-312.1 SERVICE FAILURE AND SERVICE RECOVERY16-202.1.1 Service Failure16-172.1.2 Service Recovery17-202.2 PERCEIVED JUSTICE20-252.2.1 Development of Fairness Theory20-212.2.2 The Dimensions of Perceived Justice21-232.2.3 The Application of Perceived Justice Theory in Service Recovery23-252.3 CUSTOMER SATISFACTION25-282.3.1 The Basic Concept of Customer Satisfaction25-262.3.2 Recovery Satisfaction262.3.3 Overall satisfaction26-272.3.4 Research on Antecedents of Customer Satisfaction272.3.5 Research on Consequences of Customer Satisfaction27-282.4 CUSTOMER LOYALTY28-312.4.1 The Basic Concept of Customer Loyalty28-292.4.2 Composition and Measurement of Customer Loyalty29-31CHAPTER 3 RESEARCH DESIGN31-403.1 THE RESEARCH MODEL AND HYPOTHESES31-343.1.1 The Proposition of Theoretical Model31-323.1.2 Theoretical Basis and Research Hypotheses32-343.2 STRUCTURE AND CONTENT OF QUESTIONNAIRE343.3 DEFINITION AND MEASUREMENT OF VARIABLES34-373.3.1 Definition and Measurement of Perceived Justice34-363.3.2 Definition and Measurement of Recovery Satisfaction363.3.3 Definition and Measurement of Overall Satisfaction36-373.3.4 Definition and Measurement of Customer Loyalty373.4 PRE-TEST QUESTIONNAIRE37-403.4.1 The Data Analysis Method of Pre-test37-383.4.2 The Analvsis Results of Pre-test38-40CHAPTER 4 DATA ANALYSIS AND HYPOTHESIS TESTING40-604.1 DATA COLLECTION AND SAMPLE PROFILE40-424.1.1 Data Collection404.1.2 Descriptive Statistics Analysis40-424.2 THE RELIABILITY AND VALIDITY TEST OF QUESTIONNAIRE42-514.2.1 The Reliability and Validity Test of Perceived Justice43-464.2.2