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服务保证是企业用于解释被服务顾客在服务失败时可以期待企业以何种方式进行补救的一种声明。自上世纪90年代以来,服务保证已成为服务营销领域备受关注的研究主题。本文首先回顾了国内外的服务保证研究,介绍了相关研究现状;然后重点针对服务保证的概念、类型及特性,服务保证对顾客行为的影响,服务保证制度的设计程序与实施条件,以及顾客启用(或滥用)服务保证等问题,梳理了相关研究成果,并在此基础上归纳了现有研究的不足;最后为这一领域的后续研究指明了方向。
A service guarantee is a statement that an enterprise uses to explain how a serviced customer can expect an enterprise to remedy a service failure. Since the 90s of last century, service assurance has become a topic of concern in the field of service marketing. This paper first reviews the domestic and international service assurance research and introduces the status quo of related research. Then it focuses on the concept, types and characteristics of service assurance, the impact of service assurance on customer behavior, the design procedure and implementation conditions of service assurance system, (Or abuse) of service assurance issues, combing the relevant research results, and on this basis, to summarize the deficiencies of existing research; finally pointed out the direction for the follow-up study in this area.