服务补救作为服务营销理论的新概念已被越来越多的企业所重视。目前绝大多数通信企业正通过不断改进系统、优化流程、培训员工、完善评价考核等多种渠道来努力实现“零缺陷”, 但尽管如此,由于用户感知期望值的不断提高和服务过程中不可避免的失误,服务的结果距离用户的感知期望值仍会有距离,以至于引起用户的抱怨乃至投诉。因此,作为改善服务质量的一部分,服务补救作为服务营销理论的新概念已被越来越多的企业所重视。 Service recovery as a new concept of service marketing theory has been valued by more and more enterprises. At present, the vast majority of communications enterprises are striving to achieve “zero defect” through continuous improvement of systems, optimization of processes, training of staff, and improvement of evaluation and assessment. Nevertheless, due to continuous improvement of user expectations and inevitable service processes Of the mistakes, the results of the service from the user’s perception of the expected value will still be a distance, that caused the user’s complaints and complaints. Therefore, as a part of improving service quality, service recovery as a new concept of service marketing theory has been valued by more and more enterprises.