服务失败的顾客归因及其启示（Customer attribution of service failure and Its Implications）.docVIP

服务失败的顾客归因及其启示（Customer attribution of service failure and Its Implications） Abstract: customers attribution to service failure influences and determines customer behavior. Based on the analysis of the attribution process of customer failure in service, this paper discusses the influence of attribution results on customer behavior motivation, and puts forward some suggestions to improve service recovery. Key words: service failure attribution, service recovery, enlightenment The inherent nature of service is destined to fail in service at any point in time (Bitner, Booms, and, Tetreault, 1990). In case of service failure, will cause a variety of adverse effects on service organization, one of the most injured service organization of brains, or on customer behavior adverse effects, such as causing the loss of customers, promote the customer to defame the enterprise oral propaganda. The empirical research conducted by Susan M.Keaveney in 1997 shows that 44% of customer churn is due to the failure of core services, and 34% of customer churn is due to failure of service encounter. Motivation is the best predictor of behavior, and motivation is strongly influenced by individual beliefs (Jochen, Wirtz, and, Prem, N.Shamdasani, 1994). The failure of service leads to the loss of customer behavior, which is due to the failure of service, which leads to the change of the customers belief in the service organization and the motivation of the service. This paper based on attribution theory, based on the discussion of customer service failure attribution process, extract some inspired by the service failure and customer behavior motivation, and then effectively carry on the service recovery put forward some superficial suggestion. First, the connotation and application of attribution theory American psychologist Hyde (F.Helder) put forward the attribution problem first in 1958, but it didnt arouse the attention of social psychology until the middle of the 1960s, and became a hot