摘 要
随着市场竞争日益激烈，服务补救策略在提升顾客满意度和企业竞争力方面的重要性愈发凸显。本研究以服务失误情境为切入点，探讨不同服务补救策略对顾客满意度的影响机制，并进一步分析顾客感知公平性在其中的中介作用及个体差异的调节效应。研究采用问卷调查法，基于某服务业企业的实际案例收集数据，运用结构方程模型进行分析。结果表明，补偿性补救和服务恢复性补救均能显著提升顾客满意度，且感知程序公平性和互动公平性在这一过程中起到部分中介作用。此外，顾客的个性特征如神经质和宜人性对补救效果具有显著调节作用，揭示了个体差异对服务补救策略效果的重要影响。本研究的创新点在于同时考虑了多种补救策略的交互作用，并将感知公平性作为中介变量纳入分析框架，从而更全面地解释了顾客满意度的形成机制。研究还通过引入人格特质变量拓展了现有理论模型的边界。这些发现为企业制定个性化、精准化的服务补救策略提供了重要参考，有助于提高顾客忠诚度和企业长期绩效。总体而言，本研究不仅深化了服务管理领域的理论认识，也为实践应用提供了有价值的指导。
关键词：服务补救策略；顾客满意度；感知公平性；个体差异；结构方程模型
Abstract
As market competition becomes increasingly intense, the importance of service recovery strategies in enhancing customer satisfaction and corporate competitiveness has become more prominent. This study investigates the impact mechanisms of different service recovery strategies on customer satisfaction by focusing on service failure scenarios, further analyzing the mediating role of perceived fairness and the moderating effect of individual differences. Data were collected through a questionnaire survey based on a real-world case from a service industry enterprise and analyzed using structural equation modeling. The results indicate that both compensatory recovery and restorative recovery significantly enhance customer satisfaction, with perceived procedural fairness and interactional fairness partially mediating this relationship. Additionally, personality traits such as neuroticism and agreeableness significantly moderate the effectiveness of recovery strategies, revealing the critical influence of individual differences on the outcomes of service recovery strategies. The innovation of this study lies in its consideration of the interactive effects of multiple recovery strategies and the inclusion of perceived fairness as a mediating variable within the analytical fr amework, providing a more comprehensive explanation of the formation mechanism of customer satisfaction. By incorporating personality traits into the theoretical model, this study also extends the boundaries of existing fr ameworks. These findings offer important references for businesses to develop personalized and precise service recovery strategies, contributing to increased customer loyalty and long-term corporate performance. Overall, this study not only deepens theoretical understanding in the field of service management but also provides valuable guidance for practical applications.
Keywords: Service Recovery Strategy; Customer Satisfaction; Perceived Equity; Individual Differences; Structural Equation Model
目 录
1绪论 1
1.1服务补救策略研究背景与意义 1
1.2国内外服务补救策略研究现状 1
1.3研究方法与技术路线 2
2服务补救策略的理论基础 2
2.1服务补救的核心概念界定 2
2.2顾客满意度的理论框架分析 3
2.3服务失败对顾客行为的影响机制 3
2.4服务补救策略的分类与实施路径 4
2.5服务补救与顾客满意度的关系模型 4
3服务补救策略对顾客满意度的影响因素分析 5
3.1补救及时性对顾客满意度的作用 5
3.2补救补偿措施的有效性评估 5
3.3补救沟通方式对满意度的影响 6
3.4顾客期望与感知公平在补救中的作用 6
3.5不同情境下补救策略的效果差异 7
4服务补救策略优化与实证研究 7
4.1服务补救策略优化的设计原则 7
4.2实证研究方法与数据收集过程 8
4.3实证结果分析与关键发现 8
4.4不同行业服务补救策略的比较研究 9
4.5提升顾客满意度的服务补救实践建议 9
结论 9
参考文献 11
致 谢 12
