دانلود رایگان مقاله لاتین واکنش شرکت مقابل مشتری از سایت الزویر
عنوان فارسی مقاله:
چگونه یک شرکت بهترین واکنش را در مقابل مشتری های معمولی پس از شکست خدمات
عنوان انگلیسی مقاله:
How a firm's best versus normal customers react to compensation after a service failure
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background and hypotheses
2.1. Nonlinear recovery effect of compensation on satisfaction Compensation is a tangible benefit that is offered in response to a complaint (Gelbrich & Roschk, 2011b), and may come in various forms, such as refunds or discounts on the next purchase (Del Río-Lanza, Vázquez-Casielles, & Díaz-Martín, 2009). Expressed as a loss percentage, remuneration levels can be classified into partial (b100%), full (=100%), and over (N100%) compensation (Davidow, 2003). Firms provide compensation in order to repair a failure—that is, to redress customers' grievance for a flawed service (Grewal, Roggeveen, & Tsiros, 2008). When customers see compensation as appropriate given their situations, they display favorable responses towards firms (Sparks & McColl-Kennedy, 2001). The key response of interest is satisfaction because it is an important success criterion in marketing (Szymanski & Henard, 2001). Partial compensation has been found to have a greater incremental effect than overcompensation (Boshoff, 2012; Gelbrich & Roschk, 2011b; Hess, Ganesan, & Klein, 2003), suggesting a nonlinear, concave curve progression between compensation and satisfaction. This pattern can be explained by the law of diminishing returns, which states that the perceived value of consumption decreases with additional units (Jolink & van Daal, 1998). Adapted to our context, small compensation amounts exert the strongest effect on satisfaction because they immediately redress customers' situations. As compensation increases, its incremental effect on satisfaction decreases. Overcompensation should exert a marginal effect because it represents remuneration beyond the initial failure and the 100% mark. 2.2. The roles of relationship quality and perceived reciprocity In this section, we first define relationship quality because of its importance in this study. Building on SET, we then relate this concept to the norm of reciprocity. Next, we argue that the concave function between compensation and satisfaction is moderated by relationship quality (H1). We also explain the process at work by referring to the reciprocity norm (H2). 2.2.1. Relationship quality A customer relationship relates to the bonds between customers and firms (Roberts, Varki, & Brodie, 2003). This notion has been conceptualized in different ways, such as rapport (Worsfold et al., 2007), relationship type (Mattila, 2001), or relationship quality (Grégoire et al., 2009). The current research builds on the popular notion of relationship quality, which has been defined as customers' perceived strength of their relationships with firms (De Wulf et al., 2001). Rather than simply representing satisfaction with prior interactions, relationship quality is conceptualized as a second-order construct (Crosby, Evans, & Cowles, 1990), and the current research focuses on the first-order dimensions trust, commitment, and social benefits (Grégoire et al., 2009). Trust relates to customers' confidence in the reliability of the firm; commitment indicates their desire to maintain the relationship with firms; and social benefits refer to customers' perceptions of a one-to-one connection with the firm through personalized services (Garbarino & Johnson, 1999; Grégoire et al., 2009).
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کلمات کلیدی:
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