Abstract: Service recovery is the key to restore customer confidence and the effects of recovery depends on specific scenario and customer features. This paper firstly identifies high level and low level process recovery strategy using CIT and interview methods. Then strategy mixes are made by different levels of outcome recovery and process recovery. An experiment is conducted to test the influence of customers’ coping styles and failure severity on strategy mixes. Experiment results show that outcome recovery matches the needs of problem oriented customers and the needs for high level of outcome recovery increase along with the level of severity of failure. For customers who are emotion oriented, the process recovery matches their needs only when the sevice failure is severe.

摘要： 服务补救是企业挽回顾客信心的关键，补救策略的效果与失败情境和顾客特质密切相关。本文以关键事件法和访谈法对过程补救策略进行划分，并与结果补救策略形成有效组合，通过实验法考察顾客应对倾向与服务失败程度对补救策略的影响。结果表明：结果补救策略与问题应对顾客之间存在匹配效应，且失败程度越高，匹配性越强；过程补救策略与情绪应对顾客之间的匹配效应在服务失败程度严重时得以体现。