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A., 1981, “How Consumer Evalutation Pro￾cess Differ Between Goods and Services”, in Donnelly, J. H, and George, W. R. ( Eds), Marketing of services, Chicago: American Marketing Association, pp.39~47. 附件 服务补救情景录像脚本 服务失败场景 某日几个多年未见的老乡从外地过来看您, 晚上您请他们一 起去吃饭。这家饭店窗明几净、外观华丽, 但您从未在那儿吃过 饭。上菜后吃到一半, 您突然看到菜里趴着几只小粉虫, 您和朋友 均恶心得几乎呕吐出来, 您和朋友愤而投诉。 服务补救场景 服务补救情景录像 1( 低功利补救、低象征补救) 不一会儿, 餐厅领班经理向您走来, 手里端着为您更换的菜 放到餐桌上, 脸上面无表情, 说了声: “不好意思, 这是为您更换的 菜! ”转身离开。 服务补救情景录像 2( 低功利补救、高象征补救) 不一会儿, 餐厅领班经理向您走来, 手里端着为您更换的菜 放到餐桌上, 脸上带着真诚的微笑, 满含歉意的看着您, 并向您深 鞠一躬, 说了声: “实在不好意思, 由于我们饭店的疏忽给您带来 了不快, 请您谅解! ” 服务补救情景录像 3( 高功利补救、低象征补救) 不一会儿, 餐厅领班经理向您走来, 手里端着为您更换的菜 放到餐桌上, 脸上面无表情说: “这是为您更换的菜, 另外作为补 偿, 我们为您今天的消费免单。”说罢转身离开。 服务补救情景录像 4( 高功利补救、高象征补救) 不一会儿, 餐厅领班经理向您走来, 手里端着为您更换的菜 放到餐桌上, 脸上带着真诚的微笑, 满含歉意的看着您, 并向您深 鞠一躬, 说了声: “实在不好意思, 由于我们饭店的疏忽给您带来 了不快, 请您谅解! 另外为了表示对您的歉意, 我们为您今天的消 费免单。” 服务补救中情绪对补救后顾客满意和行为的影响 工商管理理论论坛 94- -