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中文摘要：
随着市场竞争的加剧．服务补救和口碑营销都受到企业的广泛关注．逐渐成为营销学研究中不可缺少的一部分。由于服务失败在所难免，补救作用更加重要．尤其是对于那些希望实施口碑营销提升业绩的服务企业来说．迫切地需要了解服务补救质量对口碑传播的影响作用。本文将企业可以控制的补救措施和活动归纳为三个特征维度：物质补偿、精神补偿、响应速度，并以餐饮行业为例探讨了服务补救水平及特征对顾客满意度和口碑传播意向的影响。文章首次提出了服务补救对口碑传播意向影响的斜向反“S”型关系图，并以中国企业为背景．开发了更全面的口碑传播意向衡量体系，对国外的相关研究结论进行了验证，得到了适合中国国情的研究结论．
英文摘要：
With the rapid development of service industry, more and more researchers and managers have realized the importance of service recovery and word-of-mouth spread, a significant part of marketing and management research. This paper focuses on the relationship between the features of service recovery and customer satisfaction and intentions of word-of-mouth spread by investigating restaurant service consumers. In this paper, we describe the impact of service recovery efforts on word-of-mouth intentions and successfully develop a measurement scale which can be used to measure word-of-mouth communication in service companies. We use both qualitative and quantitative methods to confirm the dimensions of service recovery and word-of-mouth spread intentions.
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