线下和线上奖励在恢复满意度和信任方面的有效性

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2021-12-07 DOI:10.1108/sjme-07-2021-0143

Zonaib Tahir

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引用次数: 4

摘要

本文旨在比较实体补偿在线下和线上服务媒介中的相对重要性，并评估实体补偿作为一种信任恢复策略。本研究基于3(补偿水平:20%、50%、100%)× 2(补偿类型:退款、优惠券)× 2(服务媒介:线下、线上)的场景实验设计。研究发现:线上和线下顾客对即时补偿和延迟补偿各自值的满意度存在差异。此外，线下客户在收到退款时对公司表现出更高的信任，而在线客户在收到优惠券时表现出更高的信任。实际意义对于服务失败，例如在实验研究场景中出现的服务失败，与提供相同价值的退款相比，低(高)价值的优惠券将产生更多(更少)的满意度。企业最好以优惠券的形式提供部分补偿，而不是退款。与大多数关于服务恢复的研究不同，本研究考虑了各种有形补偿的感知差异，以提供离线和在线客户恢复偏好的比较。此外，以往的研究并未关注信任的恢复，而是基于某个时间点的信任即恢复后的信任来评估信任的因果关系。本研究将恢复信任作为一个变量纳入概念模型。

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Effectiveness of offline and online rewards in restoring satisfaction and trust

Purpose This paper aims to compare the relative importance of tangible compensation across the offline and online service mediums, and assess tangible compensation as a trust recovery tactic. Methodology This study is based on a 3 (compensation level: 20%, 50%, 100%) × 2 (compensation type: refund, coupon) × 2 (service medium: offline, online) scenario-based experimental design. Findings The offline and online customers exhibit different satisfaction for the respective values of both the immediate and delayed compensation types. Moreover, offline customers exhibit more trust in the firm when they receive a refund, whereas their online counterparts demonstrate a higher trust when provided with a coupon. Practical implications For a service failure such as the one presented in the experimental study’s scenario, a lower (higher) value coupon will generate more (less) satisfaction compared to providing the same value as a refund. Firms will be better off by providing partial compensation in the form of a coupon, rather than a refund. Originality Unlike most studies of service recovery, this research takes into account the perceived differences of various tangible compensations to provide a comparison of offline and online customers’ recovery preferences. Furthermore, the previous studies have not focused on trust restoration and assessed causes and effects of trust based on trust at one point in time i.e. trust after recovery. While this study has included restored trust as a variable in the conceptual model.

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.