其他客户的服务故障和恢复遭遇:定性探索

IF 3.3 Q2 BUSINESS
N. Gupta, H. Verma
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引用次数: 0

摘要

目的其他客户经常目睹服务故障和恢复遭遇,但对这些遭遇如何影响其他客户知之甚少。为了弥补这一差距,本文的目的是探讨针对重点客户的服务恢复为什么以及如何影响同一服务环境中的其他客户。设计/方法论/方法本文采用定性研究方法论。采用目的性抽样,通过半结构化的面对面访谈从30名客户中收集数据。使用专题分析对数据进行了分析。研究结果表明,针对焦点客户的服务恢复会影响其他客户的公平判断、情绪、服务质量感知和行为。其他客户对观察到的服务恢复的行为反应是由两种不同的动机驱动的:利己主义和道德义务。观察客户的谨慎行为和(再)购买行为主要是由自身利益驱动的,而他们的帮助行为、惩罚行为和口碑行为则是由道德义务驱动的。研究局限性/含义本研究结果有助于服务恢复的“其他导向”效应的理论发展,并为共享服务环境中有效管理服务故障提供了有价值的见解。独创性/价值这是第一项研究,定性地探讨了共享服务场景下服务恢复的“其他客户”视角。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Other customers' service failure and recovery encounters: a qualitative exploration
PurposeService failure and recovery encounters are often witnessed by other customers, but little is known about how these encounters impacts other customers. With an aim to bridge this gap, the purpose of the paper is to explore why and how service recovery directed at a focal customer impacts other customers who are present in the same service environment.Design/methodology/approachThe paper follows a qualitative research methodology. Purposive sampling was used to collect data from 30 customers through semi-structured face-to-face interviews. The data was analysed using thematic analysis.FindingsFindings of the study show that service recovery directed at a focal customer has an impact on other customers' fairness judgments, emotions, service quality perceptions and behaviour. Other customers' behavioural reactions in response to observed service recovery are driven by two different motives: self-interest and moral obligation. Observing customers' cautious behaviour and (re)purchase behaviour are found to be primarily driven by self-interest, whereas their helping behaviour, punishment behaviour and word-of-mouth behaviour are found to be driven by moral obligation.Research limitations/implicationsThis study findings contribute to theory development on “other-oriented” effects of service recovery and provides valuable insights for effective management of service failures in the shared service environment.Originality/valueThis is the first study, which qualitatively explores the “other customers” perspective of service recovery in the context of shared servicescape.
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来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
期刊介绍: The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.
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