摘要
市场竞争日益激烈 ,越来越多的企业认识到维系顾客的重要性 ,而维系顾客的关键在于提高顾客的满意程度 ,只有顾客满意了 ,他们才会长时间的保持对企业的忠诚。但是实际上 ,即使最优秀的企业也难免发生失误 ,难免造成顾客的不满。这就要求企业对其失误进行补救 ,最大限度的降低顾客的不满 ,这就是服务补救。而企业要想真正把服务补救工作做好 ,必须制订完善的服务补救策略 ,来指导企业的服务补救工作。
As market competition becomes keen, more and more companies have realized the importance of retaining customers. And the best way to retain customers is to increase customer satisfaction. Customers who are highly satisfied will be loyal to companies for a long time. However, even if the best companies cannot avoid mistakes, they cannot guarantee they will never cause customer dissatisfaction. In this circumstance, it's necessary for companies to remedy the faults to reduce the dissatisfaction of customer. This is what we call service recovery. In order to succeeding in service resovery,companies should draw up a good strategy to guide service resovery work.
出处
《商业研究》
北大核心
2002年第11期107-108,共2页
Commercial Research
关键词
服务补救
服务投诉
顾客满意
维系顾客
service recovery
customer complaint
customer satisfaction
customer retention
