群体互动下服务补救机制研究：基于群体的公平感构建视角

The service provider should deal with growing issues for a group of consumers, as evidenced by the increasing number of group purchases and group complaints. Firstly, group purchases have become popular in many countries in recent years, under which consumers enjoy a discounted group price. Despite huge potential profits, failures from group buying create a significant challenge for firms. Secondly, many individuals who have encountered the same service failure are emboldened to complain to the target firm as a group using convenient technological communication. Consumers are initially separate as individuals and usually do not in a group until a service failure takes place. Encountering the same service failure, these disparate sufferers organize as a complaint group to receive a "benefit" from the target firm. Thirdly, individuals want to be a member in a group for social support, even after a service failure. Prior literature on service recovery has focused mainly on individual-related factors and little research has discussed how a firm should resolve a group's problems. A distinctive aspect of the group contingency is its interpersonal nature and it is not a property of the task or the character of the individual. Consumers will share information for mutual reference and comparison. An individual consumer will compare his or her own inputs and outputs with those of other affected consumers in the same service failure and recovery situation. Other consumers in the group will also follow the same process. How does this group interaction influence the service provider to make recovery? Fairness perception is crucial for consumers in evaluating a firm's recovery. Work using fairness theory has also highlighted that other consumers in the same service failure and recovery will influence an individual consumer's assessment of whether a recovery is fair or unfair. The question is how the group-based fairness is being built? To build group-based fairness, this project focuses on the underlying mechanism of service recovery for a group of consumers with group interaction. We aim to shed light on how consumers' initial fairness is corrected by how a group of consumers interact, what they interact, and what the group of consumers with interaction are. One major contribution is that we conceptualize the service recovery as a group, instead of as an individual, setting. Individuals will consider what recovery other individuals are receiving when he or she makes his or her evaluation of the recovery's strategy. This project also provides insight into resolving group service issues.

消费者"抱团"意识的增强、群体消费模式的日益兴盛、群体交互科技的飞速发展，伴随的隐患是服务失误群体化、消费者向企业抱怨群体化。企业越来越多地要处理群体消费者的服务问题，给服务补救带来了挑战。与个体消费者不同，群体消费者之间相互参照与比较，这种群体互动的过程会矫正个体性因素带来的影响，推动着服务补救不得不从单纯的聚焦个体性因素拓展到关注群体性因素。一直以来，消费者公平感知的构建是服务补救最核心和最重要的命题。以基于群体的公平感构建为视角，本项目探究群体互动下服务补救机制，试图揭示服务补救中群体互动如何矫正个体消费者的公平感知和矫正之后公平感的改变；群体互动内容的改变如何影响基于群体的公平感的构建；以及互动群体属性的差异对群体公平感构建的影响。在此基础上提出了针对群体消费者的服务补救策略。希望推进现有服务补救的理论研究，为企业的服务补救策略提供借鉴。

消费者“抱团”意识的增强、群体消费模式的日益兴盛、群体交互科技的飞速发展，伴随的隐患是服务失误群体化、消费者向企业抱怨群体化。企业越来越多地要处理群体消费者的服务问题，给服务补救带来了挑战。与个体消费者不同，群体消费者之间相互参照与比较，这种群体互动的过程会矫正个体性因素带来的影响，推动着服务补救不得不从单纯的聚焦个体性因素拓展到关注群体性因素。基于群体性服务补救研究现实和理论的重要性，本项目以群体消费者为研究对象，提出了针对群体消费者的服务补救策略，从以下三方面推进现有服务补救的理论研究，为企业的服务补救策略提供借鉴：（1）群体服务补救模式与补救维度交互效应的研究：公开模式下的经济性补救相比于私下模式下的经济性补救使得消费者对于服务的补救有更为积极的评价，而社会性补救则相反，即私下模式的社会性补救相对于公开模式下的社会性补救使得消费者对于服务补救的有效性的评估更为积极。将经济性补救与社会性补救结合，在达到同样的服务补救效果的前提下，私下模式下的社会性补救比公开模式下的社会性补救需要更少的经济资源，从而能降低成本。（2）可分离服务与不可分离服务的延迟补救的研究：针对不可分离服务的失误，立即解决服务失误比延迟解决产生更好的效果。然而，针对可分离服务的失误，延迟解决比立即解决产生更好的效果。此外，负面情绪中介了反应时间与消费者行为的关系。在不可分离服务的失误的情况下，立即解决比延迟解决产生更低水平的负面情绪; 在分离服务的失误的情况下，延迟解决比立即解决产生更低水平的负面情绪。（3）群体规模和关系距离大小对群体服务补救模式的调节效应的研究：随着群体规模的扩大，私下的经济性补救所带来的消费者满意度会不断的减少。在群体服务失误中，具有远距离关系的消费者，无论对于经济补救还是社会补救，对公开模式的补救策略更为满意。具有近距离关系的消费者，对于公开的经济补救和私下的社会补救则更为满意。