服务营销Chap008.ppt

Chapter 8 Service Recovery Key Factors Leading to Provider Gap 1 Service Recovery Reliability is Critical in Service but… In all service contexts, service failure is inevitable. Service failure occurs when service performance that falls below a customer’s expectations in such a way that leads to customer dissatisfaction. Service recovery refers to the actions taken by a firm in response to service failure. Questions If you experience a late service in a restaurant, whether you will complain? If you complain, and you will take what action? Complaining Customers:The Tip of the Iceberg Unhappy Customers’ Repurchase Intentions Service Recovery Paradox “A good recovery can turn angry, frustrated customers into loyal ones. ..can, in fact, create more goodwill than if things had gone smoothly in the first place.” (Hart et al.) HOWEVER: only a small percent of customers complain service recovery must be SUPERLATIVE only with responsiveness, redress, and empathy/courtesy only with tangible rewards even though service recovery can improve satisfaction, it has not been found to increase purchase intentions or perceptions of the brand service recovery is expensive Service Recovery Paradox The service recovery paradox is more likely to occur when: the failure is not considered by the customer to be severe the customer has not experienced prior failures with the firm the cause of the failure is viewed as unstable by the customer the customer perceives that the company had little control over the cause of the failure Conditions must be just right in order for the recovery paradox to be present! Customer Complaint Actions Following Service Failure Dissatisfied Consumers’ Behavior The Retail Customer Dissatisfaction Study 2006 by the Verde Group found: 48% of respondents reported that they avoided a store because of someone else’s negative experience for those who encountered problems, 33% said they would “definitely not” or “probably not” return The exponential power of