营销互动中的顾客服务需要：来自关键事件的研究

摘要

Employing the critical incident technique to collect the critical incidents which drive customer delight and outrage in the service contexts of restaurants, hair salons, online shopping, shopping malls and banks, this paper explores and tests the type and the structure of widespread customer service needs. The study shows that there are three common types of service needs in different service industries, namely security need, fairness need and esteem need. These three service needs play different roles in driving customer delight and outrage in different service contexts.%文章采用关键事件法，搜集餐饮服务、美发服务、网上购物、商场超市和银行服务情境下驱动顾客欣喜和愤怒的关键事件，探讨和检测普遍存在的顾客服务需要类型和结构。研究发现在不同的服务行业内普遍存在三种服务需要，即安全需要、尊重需要和公平需要。在不同的服务情境下，这三种顾客服务需要在驱动顾客欣喜和愤怒上发挥着不同的效用。