当前,“即时补救”也已成为顾客抱怨处理最重要的方法之一,甚至被企业作为客户关系管理实践的通用模式。然而,通过大量的消费者信息反馈和企业实践发现,部分企业在经历即时补救失败后,放弃对抱怨顾客的管理,造成一定规模的顾客流失,究其缘由,主要是即时补救时机选择不当。本文认为“延迟补救”是“即时补救”的必要补充,在服务补救中有着重要价值,因此将延迟补救引入研究,构建了“补救时机和补救策略”二维决策矩阵对抱怨顾客公平感知影响的理论模型。研究主要采用模拟情境实验法,研究结果表明,补救时机与补救策略的不同组合导致了抱怨顾客在公平感知评价和补救绩效评价方面存在显著差异。 At the moment, Instant Remedy has also become one of the most important ways for customer complaints to be handled, even as a common model for business customer relationship management practices. However, through a large amount of consumer information feedback and enterprise practice, some enterprises discarded the management of complaining customers after losing the instant remedy, resulting in the loss of customers of a certain scale. The main reason is that the improper timing of immediate remedial actions was taken. This paper argues that “Delayed Remedy ” is a necessary complement to “Instant Remedy ”, which is of great value in service remediation. Therefore, the introduction of delayed remediation is introduced to construct a two-dimensional decision matrix of “Remedial Timing and Remediation Strategy” The theoretical model complaining about the influence of customer fair perception. The research mainly adopts the simulated situation experiment method. The research results show that the different combination of remedial timing and remedial strategy leads to significant difference in fair perception evaluation and remedial performance evaluation.