本研究在立足于之前学者们的研究基础之上，在通过相关交流走访后形成
了 8 种模拟服务失误及服务补救的场景的研究问卷来获得本研究的实证分析所
需要的原始数据，对原始数据进行了简要的统计整理后，运用信、效度分析来
检验本研究所使用的量表的信效度，并在此基础运用单因素方差分析、多元方
差分析等分析方法利用所获得的数据对本研究的假设进行了相关检验，最终得
出了如下结论：（1）消费者在服务消费的过程中一旦遭遇了服务失误，即使是
遭遇到相同的服务失误情境，新顾客与老顾客对服务失误严重性程度感知存在
显著差异。与新顾客相比，老顾客对服务企业提供的服务有更高的期望，而且
与新顾客相比，老顾客对服务企业的服务失误的容忍度更低；（2）服务企业在
消费者遭遇服务失误之后提供一定的服务补救措施，不同消费者对服务企业提
供的补救行为所表现出来的满意度存在显著差异。对初次进店消费的服务企业
的新顾客来说，他们心里对不同的服务补救方式的偏好（经历服务补救后顾客
满意度较高）程度按从低到高的顺序排列为：被动精神补救、主动精神补救、
被动物质补救和主动物质补救。而对经常光顾服务企业并且之前的消费经历很
是满意的老顾客来说，他们心里对不同的服务补救方式的偏好（经历服务补救
后顾客满意度较高）程度按从高到低的顺序排列为：主动物质补救、主动精神
补救、被动精神补救和被动物质补救；（3）与初次与服务企业打交道的新顾客
相比，那些之前有过满意消费经历的老顾客对服务企业的忠诚会受到其在服务
企业之前消费经历的影响
关键词：服务补救顾客忠诚新老顾客影响差异II
Abstract
With the development of economy and the maturity of the market, the products
and services segment has become increasingly blurred. However, reality is that
media failures about service failures are really common. Consumers in the service
consumption process, service failure can not be completely avoided, if the enterprise
can not recover in time after this, it will eventually lead to the loss of customers.
Existing research has given some advice on the remediation of service failures, but
they have not conducted in-depth analysis of the effects of service recovery in
different service failure scenarios.
On the basis of previous scholars&39; research, this study investigated the impact
of service recovery on the loyalty of new and old customers through literature review
and situational simulation.Through simulate the eight kinds of service failure and
recovery of questionnaire to obtain the required data for empirical analysis, in the
data statistics, after finishing using the reliability analysis, validity analysis, single
factor analysis of variance, multivariate analysis of variance analysis methods, such
as test scale reliability and validity and the research hypothesis, finally draws the
following conclusions: (1) consumer once experienced service failure in the process
of consumer service consumption, after the same service failure situations, new
customers and old customers have obvious differences in the perception of service
errors. Compared with the new customers, the old customers have higher
expectations for the services provided by the service enterprises, and the tolerance on
service failure of the old customers to service enterprises is lower than that of the
new customers; (2) service companies provide the service recovery measures to the
constomers who encountered service failures, there is a significant difference in
customer satisfaction with service recovery. For the new customers who consume in
the service enterprises at the first time , their hearts preference on service recovery in
different ways (the experience of customer satisfaction after service recovery is high)
degree according to the order from low to high order: Passive Spiritual Remedies,III
Active Spirit Remedies, Passive Material Remedies, Active Material
Remedies. For the old customers, the remedies for the service are remedied by the
effect (higher customer satisfaction after service recovery): active material
remediation active mental remedies passive mental remedies passive material
remediation; (3) after the encountering service errors, given different service
recoverise, the loyalty of new customers and old customer to the enterprise exists
significant differences. Compared with the new customers, the loyalty of the old
customers to the service enterprises will be affected by their previous consumption
experience in the service enterprises.
Key words:service recovery Customer Loyalty Novice-experienced
Customers different influenceIV
目 录
第 1 章绪论.....1
1.1 研究背景及问题的提出......1
1.2 研究目的及意义......2
1.2.1 研究目标与拟解决的主要问题.......2
1.2.2 研究意义.......2
1.3 研究方法与技术路线图......3
1.3.1 研究方法.......3
1.3.2 研究技术路线...........4
1.4 研究内容与主要创新点......5
1.4.1 研究内容与框架安排...........5
1.4.2 文章创新点...7
第 2 章文献回顾及简要评述...9
2.1 新老顾客的界定......9
2.2 服务补救....10
2.2.1 服务补救的定义.....10
2.2.2 服务补救的维度.....11
2.2.3 服务补救的相关理论.........12
2.3 顾客忠诚....18
2.3.1 顾客忠诚的概念.....18
2.3.2 顾客忠诚的划分.....19
2.3.3 顾客忠诚的测量.....20
2.4 服务补救、顾客满意与顾客忠诚三者之间的关系........21
2.4.1 服务补救与顾客满意.........21
2.4.2 服务补救与顾客忠诚.........23
2.5 本章小结....24
第 3 章概念模型的构建与研究假设的提出.25V
3.1 概念模型的构建....25
3.2 研究假设....27
3.2.1 新老顾客在遭遇服务失误后感知到的服务失误严重性差异的假
设.......27
3.2.2 新老顾客对服务补救效果感知差异的假设.........29
3.2.3 新老顾客对企业忠诚差异的假设.30
3.3 本章小结....32
第 4 章研究设计与研究方法.35
4.1 调查问卷的设计与收集.........
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