关系质量对服务补救效果的影响机理分析
关系质量对服务补救效果的影响机理分析
【摘要】对于服务企业而言，重复性的顾客是企业重要的资产，为此争取顾客、维持顾客是企业重要的战略目标。但由于服务特性决定了服务失误不可避免，容易使得顾客产生不确定性和不安全感，而与顾客保持高质量的关系，通常可降低顾客的不确定性，增加他们的安全感，从而实现企业顾客保留和获取利润的目的。因此本文针对关系质量如何影响服务补救效果进行研究，让企业更有针对性的采取补救措施。
【关键词】关系质量；服务补救；满意度；行为意向
The impact mechanism analysis of relationship quality on service recovery effects
【Abstract】As to service businesses, repetitive customers are so important that gaining and maintaining customers is an important strategic objective for enterprises. However, service errors are inevitable, which makes customers have a sense of uncertainty and insecurity. Maintaining pleasant relations with customers can reduce uncertainty and increase their sense of security, then enterprises keeps customers and profits. This paper tend to study how the quality of relations between customers and enterprises influence effects of services, which can help enterprises be more targeted to take remedial services.
【Key words】Relationship Quality ；Service Recovery；Customer Satisfaction；Behavior Intentions
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