联系我们

论文查询结果	返回搜索

论文编号：	132
作者编号：	2120051999
上传时间：	2007/6/24 17:25:46
中文题目：	顾客关系对服务补救的影响研究
英文题目：	The research of customer relat
指导老师：	范秀成
中文关键字：	顾客关系；会员制；服务友谊；服
英文关键字：	Customer relationship; Members
中文摘要：	由于服务产品的特殊性使得服务失误难以避免。服务失误不仅会造成很高的顾客流失率，而且还会导致许多不利的行为倾向，如负面口碑传播、敌对行为等。因此及时、有效的服务补救，就成为服务企业留住顾客、获得顾客满意和忠诚必要手段。 本研究首先对服务补救、顾客关系营销、以及顾客行为意向的相关理论研究进行了概括和综述，然后在以往文献回顾的基础上，建立了相应的研究模型，最后以美发行业为例研究了以下内容：不同的顾客关系组合对服务补救方式及服务补救效果性的影响是否存在显著差异；顾客关系（包括顾客与服务企业是否存在会员关系以及顾客与服务员工是否有服务友谊关系）在内外因导致的服务失误下对服务补救方式以及服务补救效果的影响；不同顾客关系组合对每种补救方式的倾向是否不同；精神补救和物质补救的补救效果是否有明显差异等。本研究的目的是通过研究顾客关系（包括会员制和服务友谊）对服务补救的影响，开辟一个新的研究视角，并为服务企业的营销实践提供一定的借鉴。 本研究采用问卷调查的研究方式，问卷的设计则采用服务情境假设的方式，并且利用SPSS统计分析软件对数据进行分析，主要的分析方法包括描述性统计分析、信度和效度分析、相关分析、方差分析的等。最后通过分析结果得出了以下研究结论:第一，顾客同服务企业的会员关系以及顾客同服务员工的服务友谊关系都会不同程度地缓解服务失误产生的影响；第二，顾客同服务企业之间的会员关系以及顾客同服务员工之间的服务友谊关系都对服务补救方式的满意程度有积极影响，会员顾客和有服务友谊关系的顾客对补救内容的要求均低于普通顾客和不存在服务友谊的顾客；第三，物质补救比精神补救的效果要好，综合补救效果更好；第四，顾客同服务企业的会员关系以及顾客同服务员工的服务友谊关系都会对服务补救效果产生积极的影响；第五，相同的服务补救方式，不同关系组合的顾客的满意度及行为意向有显著差异；不同的服务失误原因、相同的补救措施，不同的顾客关系组合补救效果也存在差异。
英文摘要：	Because of the speciality of the service product, service failure is inevitable. Service failure can result in a high rate of customer defection and some unfavorable behavior intention, such as negative word-of-mouth and hostile actions. So, effective service recovery in time becomes the necessary tool of retaining customer and getting customer satisfactory and loyalty. At first, this dissertation summarizes the relative researches of service recovery, customer relationship marketing and customer behavior intents. Then, in the basic of the summarization, a research model is built. The main contents of this study includes: if different customer relationship combinations have different effects on service recovery ways and results; the effects of the customer relationship (including the relationship between the customer and the service company and the relationship between customer and the service worker) on service recovery and customer's behavior intentions in the condition of the inner and outer reason; to make sure if there are any incline differences of the service recovery ways among different customer relationship combinations; If there are different effects between psychology recovery and tangible recovery .The purpose of this study is to find a new theory research point and supply some suggestions for marketing practice. This dissertation uses a demonstrational research method by the way of questionnaire. The questionnaire was designed in a situational way, and the data was analyzed by the Statistical software of SPSS. The main analyzing methods include descriptive statistical analysis, reliability analysis, validity analysis, ANOVA. By the analysis results, the following points are concluded: First of all, the relationship between customer and service supplier and the relationship between customer and service worker both can relieve the hurt from service failure. The second, the relationship between customer and service supplier and the relationship between customer and service worker both have positive effects on customer satisfaction with service recovery ways, membership customers and customers with service friendship have fewer requests of the recovery contents than the common customers and customers without service friendship. The third, tangible recovery has better results than psychology recovery, and compositive recovery is better. The forth, the relationship between customer and service supplier and the relationship between customer and service worker both can positively influence the result of service recovery. The fifth, with the same recovery way, the customer with different relationship types have different satisfaction and behavior intentions; with different reasons of service failure and different recovery ways, there are also differences among the customers with different relationship types.
查看全文：	预览  下载(下载需要进行登录)