服务失败、顾客抱怨行为与服务补救：以中国银行业为例

Service failure is ievitable due to the nature of labour intensity and high personal contact, thus serive recovery is necessary to improve customer satisfaction. In recent years, banking industry in China grows very quickly and competition is becoming tougher. With access to WTO, China's banks will be facing greater challege from foreign competitors. In this case, fortifying customer relationship through quality service is an important way for domestic banks to improve their competitiveness. Based on the theories and techniques developed in services marketing and management, this project explored the factors affecting customers' complaint behavior, customer's psychological mechanism under service failure and effective service recovery strategy, with consideration of the characteristics and banking industry. The findings resulted from this study, especially impact of value profile on complait intention and interactive effect of process failure and outcome failure, are of great academic importance and managerial implications.

本课题将借鉴西方服务营销领域的最新研究成果，通过实际调究，归纳总结我国银行业服务.失败的类型和主要原因，识别顾客抱怨行为规律，考察顾客对服务补救措施的评价，为我国.银行企业改进服务和提高顾客满意度提供决策依据。预期本课题对创建适应中国具体环境的.服务营销理论体系也具有积极的促进作用..