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顾客参与对网络服务补救效果的影响：基于感知公平的视角
The Influence of Customer Participation on the Result of Network Service Recovery: From the Perspective of Perceived Justice

DOI: 10.12677/SSEM.2020.91001, PP. 1-14

Keywords: 顾客参与，感知公平，服务补救措施，服务补救满意度
Customer Participation, Perceived Justice, Service Recovery Measures, Service Recovery Satisfaction

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Abstract:

近年来，针对日益严重的网络服务失败，进行补救是企业面临的迫切需要解决的问题。鉴于顾客在网络服务补救中的重要作用，学者们开始关注顾客参与对网络服务补救的影响。本文基于感知公平的视角，构建了顾客参与对企业补救措施和网络服务补救满意度之间关系的调节作用和影响机制的模型。本文通过网络调查和线下调查相结合的方式进行实证研究。结果显示：顾客参与和企业的补救措施都通过感知公平影响了服务补救满意度；顾客参与调节了补救措施和感知公平之间的关系；当企业采取物质补偿、响应性和道歉的措施时，顾客参与水平高；当企业采取沟通和反馈的措施时，顾客参与水平低。本文研究结果表明企业应针对不同补救措施引导不同的顾客参与水平，且应在服务补救过程中提升顾客的感知公平水平。
In recent years, it is an urgent problem for enterprises to remedy the increasingly serious network service failure. In view of the important role of customers in network service recovery, scholars began to pay attention to the impact of customer participation on network service recovery. Based on the perspective of perceived justice, this paper constructs a model of the regulating effect and influencing mechanism of customer participation on the relationship between enterprise service recovery measures and network service recovery satisfaction. The research hypotheses of this paper are empirically examined through online and offline surveys. The results show that both customer participation and corporate recovery measures affect service recovery satisfaction through perceived justice. Customer participation moderates the relationship between recovery measures and perceived justice. Enterprises should motivate a high level of customer participation when they take measures of material compensation, responsiveness and apology. Enterprises should motivate a low level of customer participation when they take measures of communication and feedback. The results of this paper show that enterprises should guide different levels of cus-tomer participation according to different service recovery measures and improve customers’ perceived justice in the process of service recovery.

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