Воздействие компенсации на месте и отложенной компенсации: роль серьезности ошибки 
Ким Н., Алгейдо Ф.

Предпосылки исследования и гипотезы;
Влияние серьезности сбоя на связь между удовлетворенностью и повторными
покупками;
Влияние серьезности сбоя на связь между компенсацией и удовлетворенностью;
Влияние серьезности сбоя на связь между компенсацией и намерением совершать
повторные покупки;
Методология;
Предварительное тестирование;
План и выборка;
Результаты;
Обсуждение;
Значение исследования;
Ограничения и направления для дальнейших исследований;
Приложение. Сценарии;

Ключевые слова: компенсация на месте, отложенная компенсация, серьезность сбоя, восстановление услуги, удовлетворенность, покупательские намерения

Аннотация

В статье рассматриваются два типа компенсации — отложенная и компенсация на месте. Сравнивается их влияние на удовлетворенность клиентов и намерение совершать повторные покупки при возникновении сбоев различной степени
важности. Авторы представляют результаты исследования, в котором действие компенсации изучалось на примере гостиничного и ресторанного бизнеса, и дают рекомендации по эффективному использованию стратегии восстановления услуги.

Журнал: «Маркетинг услуг» — №1, 2013 (© Издательский дом Гребенников)
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Ким Неймин

Преподаватель факультета экономики и бизнес-администрирования в Университете Кьюнг-Хи.

Сувон, Южная Корея

Алгейдо Фрэнсис

Преподаватель факультета менеджмента в Технологическом институте Джорджии.

Атланта, США