在补救性服务理论研究中, 欧美学者侧重于探讨补救性服务措施的有效性和优质补救性服务的组成因素。他们大都采用关键事件分析法, 分析顾客的服务消费经历, 归纳有效补救性服务的特点和属性。90年代初, 美国著名营销学者比特纳(Mary Jo Bitner)和布莫斯(Bernard H. Booms)等人要求酒店、餐馆、 广州日语翻译和航空公司的顾客描述他们非常满意和非常不满意的服务经历, 然后对这些事件进行了分析。他们的研究结果表明, 大部分顾客可以容忍某些服务差错, 服务差错本身不一定会引起顾客不满, 企业在服务差错发生以后不采取有效的补救性服务措施, 才是引起顾客不满的主要原因。他们指出, 企业发生服务差错之后应主动向顾客承认错误、解释差错发生的原因, 真诚地表示歉意并给予顾客适当的补偿。1993年, 美国肯塔基大学的凯丽(Scott W. Kelley)、霍夫曼(Hoffman)等人, 提出了7项有效的补救性服务措施, 包括纠正差错、更换产品或重新服务、企业管理人员参与投诉处理过程、道歉、退款、提供折扣和额外补偿 深圳翻译公司。
In remedial service theory, European and US scholars tend to focus on the effectiveness of the remedial services and the components of the high-quality services. They often take key event analysis to analyze the service consumption experience of the customers and summarize the features and attributions of the remedial services. In early 1990s, famous US marketing scholars Mary Jo Bitner and Bernard H. Booms etc. asked the customers of hotels, restaurants and airline companies to describe their very satisfactory and very non-satisfactory service experiences, and then analyzed such events. Their research achievements show that most customers can tolerate some service mistakes and only the mistakes themselves can't lead to satisfaction definitely. Refusal to take remedial services after service mistakes mainly causes customers' non-satisfaction. They pointed out that, the companies shall take initiative to confess the mistakes to the customers, explain the causes, take sincere apologies and make some compensation after the mistake. In 1993, scholars Scott W. Kelley and Hoffman etc. from Kentucky put forward 7 effective remedial measures, including correction, replace products or services, management's participation in complaints and countermeasures, apology, return of payments, discount and extra compensation.
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