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服务补救已经被企业界和学者们认为是在服务失误后,弥补服务失误、修复顾客满意、获取顾客忠诚的必要手段。公正感知已经成为服务补救情景下探讨顾客满意的核心变量之一。本文在社会交换理论的框架下,研究了儒家文化背景下,服务补救行为对顾客感知公正的影响作用。通过文献回顾,我们概括地选择了儒家文化三个方面的内容,即和谐意识,人本、人爱思想和群体观念;选择了补救起因、认知控制、原因解释和道歉等补救行为;把感知公正分为三个纬度,分别是分配公正、程序公正和互动公正。进而详细探讨儒家文化对其两者之间的影响作用。
Service recovery has been regarded by business circles and academics as a necessary means to make up for service errors, repair customer satisfaction and gain customer loyalty after service failures. Fair perception has become one of the core variables to explore customer satisfaction in service recovery scenarios. Under the framework of social exchange theory, this paper studies the impact of service remedial actions on customer perception and fairness under the Confucian cultural background. Through reviewing the literature, we have generally chosen three aspects of Confucianism, namely, harmonious consciousness, humanism, love of people and group concepts; choosing remedial causes such as remedy, cognitive control, reason explanation and apology; Justice is divided into three latitudes, namely, distribution of justice, procedural fairness and fairness of interaction. Then it discusses in detail the Confucian culture’s influence on the two.