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服务补救对于提高顾客忠诚度有着重要意义,但高质量的服务补救并不是影响消费者满意水平的唯一因素,期望也影响着消费者评价。笔者从双期望理论的视角,通过对杜鹃山景区旅游索道事故的服务补救事件进行实证分析,结果表明:服务补救的修复效果具有不确定性,服务补救的细节影响修复效果,浅层的服务补救难以达到良好的修复效果。据此得到启示:企业应提供高质量的服务补救;服务补救应标本兼治,不能遗细漏微。
Service recovery is of great importance to improve customer loyalty, but high-quality service recovery is not the only factor affecting the level of consumer satisfaction, expectations also affect consumer evaluation. From the perspective of dual expectation theory, the author analyzes the service recovery events of tourism cableway accident in azalea scenic spot. The results show that the service recovery effect is uncertain, the details of service recovery affect the repair effect, and the shallow service recovery Difficult to achieve a good repair effect. Based on this, we can get enlightenment: enterprises should provide high-quality service remedies; service remedies should be treated both in time and not in the least.