摘要
在“十一五”规划“将提高服务业比重作为产业结构调整的重要任务”的基础上，
我国“十二五”规划进一步强调，要把推动服务业大发展作为产业结构优化升级的战
略重点，营造有利于服务业发展的政策和体制环境。这意味着我国服务业进入了
蓬勃发展时期。但必须看到，我国服务业在规模、结构与服务质量方面，与发达
国家甚至很多发展中国家相比仍存在着一定的差距，服务问题频频发生，服务失
败已成为我国服务业进一步发展的一大阻碍。
尤其对于通信行业而言，经过新一轮重组之后，同质化竞争格局基本形成，
客户争夺进一步激烈，而服务质量成为除价格因素之外客户最关注的问题。因此，
如何提升服务质量和服务水平、以服务引导客户需求、通过服务优势获取难以快
速模仿的竞争优势以维系和保有客户，已成为通信企业日益关注的问题。
由于服务产品的特殊性，在通信企业服务产品的提供过程中，服务失败难以
避免，如何处理服务失败、进行服务补救，将直接影响到企业的运营与发展。本
文在对服务失败与服务补救的理论进行综合整理分析的基础上，以中国移动下属
的雅安移动分公司作为观测平台，主要通过文献阅读、案例研究、归纳分析等方
法，探讨我国通信企业工作中服务失败形成的原因、类型，重点研究服务补救理
论在企业中的实践，包括服务补救对于通信企业的意义、不同的服务补救方式对
于顾客满意度的影响等，并进一步探索具体的服务补救策略，试图构建完整且行
之有效的服务补救系统，从而帮助背景企业更好地实践客户服务及服务补救，真
正实现服务补救理论对现实工作的指导价值。
关键词：移动通信公司，服务失败，服务补救，策略，系统
II
ABSTRACT
Based on the achievement of the “11th Five-Year Plan”, the “12th Five-Year Plan”
further emphasizes that it’s vital to create a policy and institutional environment for the
services industry and to promote its development. This means that China's service
industry has entered a period of vigorous development. However, there are still a certain
gap in scale, structure and quality of service, comparing with the developed countries,
and even with many developing countries. The service failure has become a major
obstacle to the further development of China’s service industry.
Especially for the communications industry, after a new round of restructuring, the
homogenization of competition pattern has basically formed. There is further intense
competition for customers, and more and more customers pay attention to the quality of
service. Therefore, how to improve the service quality and service level to guide
customers demand, to access inimitable competitive advantage in order to maintain
customers, has become a growing cocern for communication enterprises.
Due to the special nature of the service product, in the process of the
communication enterprise services product, the service failure is difficult to avoid.So,
how to deal with service failure, how to make service recovery, will directly affect the
business operations and development. Based on comprehensive analysis on the theories
of service recovery, the paper chooses China Mobile subsidiary Y Mobile
Communications Company as observation platforms, mainly through literature reading,
case studies, inductive analysis and other methods to explore how China's
communications enterprises deal with service failure and service recovery, focusing on
service recovery in the enterprise practice, including service recovery for the
significance of communications enterprises, the significance of different service
recovery on customer satisfaction, and to further explore specific service recovery
strategies, trying to build a complete and effective service recovery system to help the
enterpriseto practice better customer service and service recovery.
Keywords:communications enterprise, service failure, service recovery, strategies,
system