组织绩效视角的企业服务补救运作机理研究
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摘要
加快服务业发展,提高服务业在国民经济中的主导地位,已经成为我国政府宏观调控政策的重要导向之一。近年来,服务业随着我国经济体制结构的调整在发展速度上不断加快,但同时凸显出经营与管理方面的诸多问题。相关资料表明,服务业的服务质量管理、特别是当服务出现失败时的服务补救管理是其中最为严峻的课题之一。研究服务业服务补救运作机理问题具有较为重要的理论价值和紧迫的实践指导意义。
从文献研究和服务业访谈可知,服务补救领域中对顾客服务补救满意的内容和结构、服务补救的关系特性以及内部服务补救的研究仍需进一步完善;而从实践层面上看,服务企业对服务补救管理具有一定程度的陌生感和疏离感,管理者们急需一套能够指导他们服务补救管理实践的整体思路和运作指南。本研究由剖析服务补救与组织绩效的逻辑关系入手,借鉴服务利润链理论,将内部服务补救和外部服务补救纳入到一个理论分析体系中,构建并验证了组织绩效视角的企业服务补救运作机理模型,从理论和实证上解释了企业服务补救这个“输入”变量对企业组织绩效这个“输出”变量的内部作用结构和机制,其研究结果弥补了一些理论研究上的不足,对服务业如何制定服务补救规划和进行服务补救管理进行了有益的探索。
具体地说,本文首先通过理论探讨,对顾客服务补救满意的内容和结构、内部服务补救与企业员工绩效的关系以及外部服务补救与企业运营绩效的关系进行了定性分析,构建出组织绩效视角的企业服务补救运作机理模型(参见第三章)。之后对模型中包括的三个子模型采用量表建构和结构方程模型等实证研究方法进行实证探讨和检验。子模型1旨在探讨顾客服务补救满意的内容和结构(研究1,参见第四章);子模型2通过引入关系营销的承诺-信任理论构建服务补救背景下顾客保留机制模型,以揭示服务补救所蕴含的内生关系特性(研究2,参见第五章);子模型3则基于一线服务员工视角研究服务业内部服务补救的基本内容及其对一线服务员工态度和行为变量的影响(研究3,参见第六章)。其中,研究1是服务业制定有效服务补救策略的基础和出发点;研究2在诠释了外部服务补救对顾客关系持续(顾客保留)作用机理的同时,从运营绩效的角度揭示了外部服务补救的重要意义;研究3则从员工绩效的角度解释了内部服务补救对于提高一线服务员工情感因素以及外部服务补救绩效的重要价值。
本文在理论上较系统地回答了企业服务补救对组织绩效影响的内在机理,对服务业如何制定服务补救规划和进行服务补救管理进行了有益的探索。本研究的创新之处表现在:
1)揭示了中国文化背景下顾客服务补救满意的内容结构及其特殊性
2)验证了服务补救是服务企业实施关系营销的一种重要手段
3)拓展了内部服务补救研究领域
本文的研究结论能够帮助服务企业制定一个整体的服务运作计划,可以指导服务企业构建一个有效的服务补救运作系统,帮助服务企业提高内、外部服务补救水平,建议服务业把外部服务补救管理纳入到顾客关系管理体系当中,使企业通过开展一系列的一线服务员工管理工作和顾客关系管理工作,来实现服务补救提高企业组织绩效的功能。
本研究着眼于企业服务补救框架与企业组织绩效的融合,未来的研究还应关注预应性服务补救对组织绩效的影响,并应把服务补救当成服务企业的一项重要的质量管理战略。为此,未来的研究还应该基于服务企业总体竞争力的视角,专门研究服务业服务补救能力这一议题,探讨服务补救能力的内容、量度、前因以及对服务企业财务绩效的影响。此外,根据现有理论研究开发实用的管理流程,科学设计出适应现阶段中国服务企业特征的服务补救实施机制和程序,亦应是未来服务补救的研究方向。
Nowadays, it has been a major direction in China's governmental macro-control policy to speed up the development of the service industry and to enhance the leading status of the service industry in the national economy. This industry has kept increasing its developing pace along with the adjustment of our national economic structure. Meanwhile, lots of problems in the management emerge. Relative data show that the service quality management, esp. the service recovery management at the time of service failures, has been observed as one of the severest problems. Therefore, it's theoretically instructional and urgently practical to study the mechanism in the field of service recovery management.
According to related service recovery literature study and interview, there's still a lot of space in the research of the content and structure of customer satisfaction with service recovery, the relationship characteristic of service recovery, and internal service recovery. On the practical level, service-providing businesses are not familiar enough with service recovery management, which implies that business supervisors need more guidance in their practice of service recovery management. This research starts from the logic relationship between service recovery and organizational performance, takes the theory of service profit chain as its reference, integrates internal and external service recovery into a theoretical analysis system, structures and verifies the operation mechanism model of businesses' service recovery from the perspective of organizational performance, and explains both theoretically and practically the internal function and mechanism of this "input" variable of service recovery on the "output" variable of organizational performance. The result makes up for some theoretical shortage and offers some beneficial study in the field of service recovery planning and management.
More specifically speaking, this thesis begins its theoretical study on the qualitative analysis about the content and structure of customer satisfaction with service recovery, the relationship between internal service recovery and employee performance, and the relationship between external service recovery and operational performance. Then, it structures the operation mechanism model of businesses' service recovery from the perspective of organizational performance (see Chapter 3). Afterwards, the thesis makes some empirical studies on three sub-models by using empirical methods of Scale Constructing and Structure Equation Modeling. Sub-model No. 1 aims at studying the content and structure of customer satisfaction with service recovery (Study No. 1, see Chapter 4); sub-model No. 2 introduces the commitment-trust theory of relationship marketing, structures the customer retention model under the service recovery background, and reveals the endogenous relationship characteristics of service recovery (Study No. 2, see Chapter 5); sub-model No. 3 studies the content of internal service recovery and its influence on frontline employees' attitude and behavior variables, which is from the viewpoint of frontline employee (Study No. 3, see Chapter 6). Among them, Study No. 1 is the basis and starting point of service-providing businesses' planning on service recovery strategy; Study No. 2 both explains the mechanism of the influence of external service recovery on customer relationship maintenance(customer retention), and reveals the importance of external service recovery from the angle of operational performance; Study No. 3 emphasizes the essential value of internal service recovery on frontline employees' emotion and their external service recovery performance from the angle of employee performance.
The study of this thesis systematically explains the internal mechanism of the influence of service recovery on organizational performance; it makes up for some theoretical shortage and goes further in the part of service recovery planning and management. The innovative points in this thesis are as follows.
i. It shows the content, structure and specialty of customer satisfaction with service recovery in the context of Chinese culture;
ii. It does verify the service recovery is a very important means of practicing relationship marketing for service-providing businesses;
iii. It broadens the research field of internal service recovery;
The conclusion of this thesis might be helpful for service-providing businesses to plan their comprehensive management, to structure their service recovery system, to improve their external and internal service recovery, to include external service recovery management into their customer relationship managemental system, to implement management on their frontline employee and on the customer relationship, and to realize the performance-enhancing function of service recovery.
This thesis focuses on the integration of businesses' service recovery framework and organizational performance. For its further research, the influence of proactive service recovery on organizational performance should share more attention, and service recovery should be taken as an important quality management strategy in the service-providing business. Therefore, from the perspective of general competitiveness of service-providing businesses, the specific studies on service recovery capability should become the starting point which includes its content, measurement, and precursors, as well as its influence on financial performance will be systematically studied. Besides, according to the managing procedure of present theoretical development, the scientific development of the practical mechanism of service recovery which is suitable for Chinese service-providing businesses at present should still be the research direction in future service recovery study.
从文献研究和服务业访谈可知,服务补救领域中对顾客服务补救满意的内容和结构、服务补救的关系特性以及内部服务补救的研究仍需进一步完善;而从实践层面上看,服务企业对服务补救管理具有一定程度的陌生感和疏离感,管理者们急需一套能够指导他们服务补救管理实践的整体思路和运作指南。本研究由剖析服务补救与组织绩效的逻辑关系入手,借鉴服务利润链理论,将内部服务补救和外部服务补救纳入到一个理论分析体系中,构建并验证了组织绩效视角的企业服务补救运作机理模型,从理论和实证上解释了企业服务补救这个“输入”变量对企业组织绩效这个“输出”变量的内部作用结构和机制,其研究结果弥补了一些理论研究上的不足,对服务业如何制定服务补救规划和进行服务补救管理进行了有益的探索。
具体地说,本文首先通过理论探讨,对顾客服务补救满意的内容和结构、内部服务补救与企业员工绩效的关系以及外部服务补救与企业运营绩效的关系进行了定性分析,构建出组织绩效视角的企业服务补救运作机理模型(参见第三章)。之后对模型中包括的三个子模型采用量表建构和结构方程模型等实证研究方法进行实证探讨和检验。子模型1旨在探讨顾客服务补救满意的内容和结构(研究1,参见第四章);子模型2通过引入关系营销的承诺-信任理论构建服务补救背景下顾客保留机制模型,以揭示服务补救所蕴含的内生关系特性(研究2,参见第五章);子模型3则基于一线服务员工视角研究服务业内部服务补救的基本内容及其对一线服务员工态度和行为变量的影响(研究3,参见第六章)。其中,研究1是服务业制定有效服务补救策略的基础和出发点;研究2在诠释了外部服务补救对顾客关系持续(顾客保留)作用机理的同时,从运营绩效的角度揭示了外部服务补救的重要意义;研究3则从员工绩效的角度解释了内部服务补救对于提高一线服务员工情感因素以及外部服务补救绩效的重要价值。
本文在理论上较系统地回答了企业服务补救对组织绩效影响的内在机理,对服务业如何制定服务补救规划和进行服务补救管理进行了有益的探索。本研究的创新之处表现在:
1)揭示了中国文化背景下顾客服务补救满意的内容结构及其特殊性
2)验证了服务补救是服务企业实施关系营销的一种重要手段
3)拓展了内部服务补救研究领域
本文的研究结论能够帮助服务企业制定一个整体的服务运作计划,可以指导服务企业构建一个有效的服务补救运作系统,帮助服务企业提高内、外部服务补救水平,建议服务业把外部服务补救管理纳入到顾客关系管理体系当中,使企业通过开展一系列的一线服务员工管理工作和顾客关系管理工作,来实现服务补救提高企业组织绩效的功能。
本研究着眼于企业服务补救框架与企业组织绩效的融合,未来的研究还应关注预应性服务补救对组织绩效的影响,并应把服务补救当成服务企业的一项重要的质量管理战略。为此,未来的研究还应该基于服务企业总体竞争力的视角,专门研究服务业服务补救能力这一议题,探讨服务补救能力的内容、量度、前因以及对服务企业财务绩效的影响。此外,根据现有理论研究开发实用的管理流程,科学设计出适应现阶段中国服务企业特征的服务补救实施机制和程序,亦应是未来服务补救的研究方向。
Nowadays, it has been a major direction in China's governmental macro-control policy to speed up the development of the service industry and to enhance the leading status of the service industry in the national economy. This industry has kept increasing its developing pace along with the adjustment of our national economic structure. Meanwhile, lots of problems in the management emerge. Relative data show that the service quality management, esp. the service recovery management at the time of service failures, has been observed as one of the severest problems. Therefore, it's theoretically instructional and urgently practical to study the mechanism in the field of service recovery management.
According to related service recovery literature study and interview, there's still a lot of space in the research of the content and structure of customer satisfaction with service recovery, the relationship characteristic of service recovery, and internal service recovery. On the practical level, service-providing businesses are not familiar enough with service recovery management, which implies that business supervisors need more guidance in their practice of service recovery management. This research starts from the logic relationship between service recovery and organizational performance, takes the theory of service profit chain as its reference, integrates internal and external service recovery into a theoretical analysis system, structures and verifies the operation mechanism model of businesses' service recovery from the perspective of organizational performance, and explains both theoretically and practically the internal function and mechanism of this "input" variable of service recovery on the "output" variable of organizational performance. The result makes up for some theoretical shortage and offers some beneficial study in the field of service recovery planning and management.
More specifically speaking, this thesis begins its theoretical study on the qualitative analysis about the content and structure of customer satisfaction with service recovery, the relationship between internal service recovery and employee performance, and the relationship between external service recovery and operational performance. Then, it structures the operation mechanism model of businesses' service recovery from the perspective of organizational performance (see Chapter 3). Afterwards, the thesis makes some empirical studies on three sub-models by using empirical methods of Scale Constructing and Structure Equation Modeling. Sub-model No. 1 aims at studying the content and structure of customer satisfaction with service recovery (Study No. 1, see Chapter 4); sub-model No. 2 introduces the commitment-trust theory of relationship marketing, structures the customer retention model under the service recovery background, and reveals the endogenous relationship characteristics of service recovery (Study No. 2, see Chapter 5); sub-model No. 3 studies the content of internal service recovery and its influence on frontline employees' attitude and behavior variables, which is from the viewpoint of frontline employee (Study No. 3, see Chapter 6). Among them, Study No. 1 is the basis and starting point of service-providing businesses' planning on service recovery strategy; Study No. 2 both explains the mechanism of the influence of external service recovery on customer relationship maintenance(customer retention), and reveals the importance of external service recovery from the angle of operational performance; Study No. 3 emphasizes the essential value of internal service recovery on frontline employees' emotion and their external service recovery performance from the angle of employee performance.
The study of this thesis systematically explains the internal mechanism of the influence of service recovery on organizational performance; it makes up for some theoretical shortage and goes further in the part of service recovery planning and management. The innovative points in this thesis are as follows.
i. It shows the content, structure and specialty of customer satisfaction with service recovery in the context of Chinese culture;
ii. It does verify the service recovery is a very important means of practicing relationship marketing for service-providing businesses;
iii. It broadens the research field of internal service recovery;
The conclusion of this thesis might be helpful for service-providing businesses to plan their comprehensive management, to structure their service recovery system, to improve their external and internal service recovery, to include external service recovery management into their customer relationship managemental system, to implement management on their frontline employee and on the customer relationship, and to realize the performance-enhancing function of service recovery.
This thesis focuses on the integration of businesses' service recovery framework and organizational performance. For its further research, the influence of proactive service recovery on organizational performance should share more attention, and service recovery should be taken as an important quality management strategy in the service-providing business. Therefore, from the perspective of general competitiveness of service-providing businesses, the specific studies on service recovery capability should become the starting point which includes its content, measurement, and precursors, as well as its influence on financial performance will be systematically studied. Besides, according to the managing procedure of present theoretical development, the scientific development of the practical mechanism of service recovery which is suitable for Chinese service-providing businesses at present should still be the research direction in future service recovery study.
引文
[1]摘自2008年2月24日《人民日报》“把服务业发展成为国民经济主导产业”.作者:曾培炎
[2]参见http://www.smelz.gov.cn/news/97740.htm.服务业在经济中的比重超过60%即为“服务型经济”.
[3]同[1]
[4]摘自陈祝平,陆定光编著《服务营销管理》第6页.北京:电子工业出版社,2002年.
[5]同[5]
[1]参见中华人民共和国国家统计局官方网站:http://www.stats.gov.cn.
[2]参见.http://www.cctd.com.cn/detail/08/01/28/00134378/content.html?1215209686588.国家发改委2007年全年经济运行新闻发布会.
[3]摘自2004年11月11日《南方周末》.Morgan Stanley首席经济学家Stephen Roach统计数据.
[4]同(?)
[5]参见2007年财经蓝皮书《中国服务业发腱报告No.5-中国服务业体制改革与创新》.
[1]参见http://www.qov.cn/gzdt/2007-03/15/content 551718.htm.北京市工商局公布2006年度十大申诉热点问题.
[2]参见http://business.sohu.com/20070315/n248744881.shtml.中国质量万里行2006年投诉分析.
[3]参见http://travel.veryeast.cn/travel/102/2007-1/30/0713020141510574/htm.国家旅游局、中消协通报2006年伞困旅游投诉情况.
[4]参见http://finance.21cn.com/news/315/quality/2007/02/13/3117432.shtml.消费者投诉最多十大行业:银行业投诉增多.
[5]参见http://mobile.intozgc.com/153/153977.html.2007年电信业高居广西服务类投诉首位.
[6]参见.http://news.21our.com/ArtFiles/jrsc/20080314/790527.html.07年消费者组织共受理银行方面投诉1097件.
[7]参见http://www.315hn.com/Article/ShowArticle.asp?ArticleID=1571&Page=2.中消协发布2007年全国消协组织受理投诉情况统计分析.
[8]参见http://www.china-consumer.net/article/show.php?itemid=134.全国消协系统2008年第一季度投诉情况分析.
[1]参见http://www.efaw.cn/html/efsp/00847/JA7614831.html.天老爷戳穿东航的“美丽谎言”.
[2]参见http://www.avbuver.com.cn/c/2008/176922.html.东方航空危机公关有多少诚意可言.
[3]参见http://wuzhongqiang.blog.blog080808.com/4579.html.亲历东方航空飞行员集体罢飞事件.
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[2]参见http://www.smelz.gov.cn/news/97740.htm.服务业在经济中的比重超过60%即为“服务型经济”.
[3]同[1]
[4]摘自陈祝平,陆定光编著《服务营销管理》第6页.北京:电子工业出版社,2002年.
[5]同[5]
[1]参见中华人民共和国国家统计局官方网站:http://www.stats.gov.cn.
[2]参见.http://www.cctd.com.cn/detail/08/01/28/00134378/content.html?1215209686588.国家发改委2007年全年经济运行新闻发布会.
[3]摘自2004年11月11日《南方周末》.Morgan Stanley首席经济学家Stephen Roach统计数据.
[4]同(?)
[5]参见2007年财经蓝皮书《中国服务业发腱报告No.5-中国服务业体制改革与创新》.
[1]参见http://www.qov.cn/gzdt/2007-03/15/content 551718.htm.北京市工商局公布2006年度十大申诉热点问题.
[2]参见http://business.sohu.com/20070315/n248744881.shtml.中国质量万里行2006年投诉分析.
[3]参见http://travel.veryeast.cn/travel/102/2007-1/30/0713020141510574/htm.国家旅游局、中消协通报2006年伞困旅游投诉情况.
[4]参见http://finance.21cn.com/news/315/quality/2007/02/13/3117432.shtml.消费者投诉最多十大行业:银行业投诉增多.
[5]参见http://mobile.intozgc.com/153/153977.html.2007年电信业高居广西服务类投诉首位.
[6]参见.http://news.21our.com/ArtFiles/jrsc/20080314/790527.html.07年消费者组织共受理银行方面投诉1097件.
[7]参见http://www.315hn.com/Article/ShowArticle.asp?ArticleID=1571&Page=2.中消协发布2007年全国消协组织受理投诉情况统计分析.
[8]参见http://www.china-consumer.net/article/show.php?itemid=134.全国消协系统2008年第一季度投诉情况分析.
[1]参见http://www.efaw.cn/html/efsp/00847/JA7614831.html.天老爷戳穿东航的“美丽谎言”.
[2]参见http://www.avbuver.com.cn/c/2008/176922.html.东方航空危机公关有多少诚意可言.
[3]参见http://wuzhongqiang.blog.blog080808.com/4579.html.亲历东方航空飞行员集体罢飞事件.
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