服务预补救对于消费者服务选择的影响——基于感知公平理论

How Pre-Service Recovery Influences Consumer Choice—Based on Perceived Fairness Theory

摘要: 在餐饮行业通常使用服务预补救的方式降低顾客投诉，虽然管理学界的学者们对服务预补救领域有所涉足，但是对于服务预补救如何影响消费者决策的研究仍然很少。基于感知公平理论，本研究检验了服务预补救对于消费者选择的影响。本研究邀请162位曾有过就餐等待体验的消费者参与情景实验。结果显示，感知公平在服务预补救与消费者服务选择中起到中介作用。具体来看，象征性服务预补救和物质性服务预补救都会显著增强消费者对于公平的感知，进而正向影响消费者的服务选择，更愿意继续等待。本研究将感知公平理论运用于服务预补救领域，拓展了感知公平的相关研究。同时本研究也为餐饮企业提供了营销思路与启示。

Abstract: Pre-service recovery approach is used to reduce customer’s complains about waiting time in the catering industry. Though management scholars are interested in pre-service recovery, we still know little about how pre-service recovery influences customer’s decision-making. Based on the perceived fairness theory, this research examines the effects of pre-service recovery on customer decision. This study invited 162 participants with dining waiting experience to participate in a scenario experiment. Results showed that perceived fairness can play a full mediation role between pre-service recovery and customer decision. Specifically, both psychological and tangible pre-service recovery significantly enhance customers’ fairness perception, which positively affects their service decision by showing more willingness to wait. This research extends literature about perceived fairness theory by applying it to a new condition where pre-service recovery dominants. The paper also provides practical implications for catering industry.