本研究提出了一个理论框架试图解释文献中关于服务补救悖论(Service Recovery Paradox)是否存在的争论。作者引入可能期望(Will Expectation)和应该期望(Should Expectation)的概念,针对单次补救和多次补救的情境,讨论了两种期望和服务补救感知之间的关系以及对服务补救满意度的影响。服务补救感知和应该期望之间的不一致才是导致服务补救悖论产生的直接原因。文章从理论上解决了对服务补救悖论的矛盾发现,讨论了这一理论的学术和实践意义。
This paper proposes a theoretical framework to explain the conflicting findings about the occurrence of service recovery paradox. The authors differentiate will expectation and should expectation to examine the effects of service recovery in both static and dynamic contexts. The disconfinnation between perception and should expectation is argued to directly determine the occurrence of service recovery paradox. This paper solves the inconsistent findings in previous literature. Both theoretical and managerial implications are discussed.