摘要
服务失误在企业经营中很难避免，为了弥补服务失误可能带来的损失，服务
补救就应运而生了。随着学术界和服务行业对服务失误和服务补救认识的深入，
如何提供有效的服务补救、并通过服务补救弥补服务失误的损失来重获消费者满
意是服务企业需要解决的难题。然而对于如何对服务失误进行补救，学者们得出
了不一致的观点。本文从道德伦理的视角对服务失误进行考虑，探索性的研究了
消费者对服务失误的道德判断对补救效果的影响，同时对道德判断的作用过程进
行了探讨。
道德判断是个体对有关道德问题的心理评价，不同的个体面对服务失误会产
生不同水平的道德判断。本文从道德伦理的视角，提出了基于道德判断的服务失
误和服务补救的框架模型，主要围绕以下几个问题展开：首先，消费者对服务失
误的道德判断是否会影响消费者对补救措施的态度；其次，在消费者对服务失误
的道德判断的作用下，补救措施对补救效果的作用是否会受到道德判断的影响；
再次，消费者对服务失误的道德判断与消费者归因和感知公平之间的区别和联系；
最后，消费者对服务失误的道德判断对补救效果的作用机理，即道德判断是如何
对服务补救的过程产生影响的。
本文共提出五个研究假设，通过四个实验，共收集了 684个数据，采用
PROCESS分析方法对研究假设进行了验证。通过对数据的分析，本文的主要结
论体现为以下几个方面：一是补救效果受到补救程度和消费者对服务失误的道德
判断的交互影响，当消费者认为服务失误是不道德的时候，高程度的补救会产生
相反的作用；二是补救效果受到补救措施和消费者对服务失误的道德判断的交互
影响，当消费者认为服务失误是不道德的时候，补偿措施会对补救效果产生负面
的影响，而当消费者认为服务失误是道德的时候，补偿措施虽然优于道歉措施，
但是对补救效果的影响差异并不显著；三是感知公平可以用来解释消费者对服务
失误的道德判断对补救效果的作用过程，同时感知公平的中介作用也受到消费者
对服务失误的道德判断的调节影响；四是消费者对服务失误的归因、服务失误的
严重性以及消费者性别等变量对消费者道德判断作用下的服务失误和服务补救
模型没有显著的影响。本文的研究结论丰富了服务失误和服务补救的文献研究，
对服务失误和服务补救的整个动态过程有了更深入的认识，同时还对服务企业在
补救过程中的管理实践具有一定的指导意义。
关键词：服务失误，服务补救，道德判断，感知公平，补救程度，补救措施
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ABSTRACT
Service failure is unavoidable in business management. When service failure
occurs, businesses usually adopt service recovery, the process by which a business
attempts to rectify undesirable situations. Along with the depth awareness of service
failure and recovery by the academic and service industry, how to provide effective
service recovery, how to obtain consumer satisfaction through service recovery and to
rebuild the trust of consumers are important problems which need to be solved.
Research findings, however, reveal interesting inconsistencies on how should a
business make the service recovery. Based on the perspective of consumers’ moral
ethics of service failure, this dissertation investigates the effect of service recovery on
recovery performance as a function of consumers’ moral judgment of service failure
and also explores how consumers’ moral judgment works.
Moral judgments are evaluations resulting from psychological questions about the
morality of minor or major infractions. Different individuals will have different moral
judgments on service failure and the individual differences in moral judgment of
service failure will have an effect on their recovery evaluations. Based on the
perspective of moral judgment, this dissertation puts forward the frame model about
service failure and service recovery, which mainly focus on the following questions:
first, whether consumers’ moral judgment of service failure will have an effect on
their recovery evaluations; second, whether recovery attributes and consumers’ moral
judgment of service failure will have an interaction effect on their recovery
evaluations; third, what is the relationship between consumers’ moral judgment,
attribution and perceived justice; last, what is the mechanism of consumers’ moral
judgment of service failure on recovery attitude?
In this dissertation, five hypotheses were proposed, 684 data were recruited
through four experiments, and the PROCESS method was used to analyze all the data.
Through the data analysis, the main conclusions of this dissertation are reflected in the
following aspects: (1) recovery performance is a combined function of recovery
magnitude and consumers’ moral judgment of service failure, more specifically, when
consumers perceive the service failure is unethical, high recovery will be
counterproductive; (2) recovery performance is a combined function of recovery
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attributes and consumers’ moral judgment of service failure, more specifically, when
consumer perceive the service failure is less moral, compensation recovery may have
an negative effect on recovery performance, and when consumer perceive the service
failure is moral acceptable, even though compensation recovery is better than apology
recovery, but there is non-significant differences between the two; (3) perceived
justice can be used to explain the process how consumers’ moral judgment works and
also the mediating role of perceived justice is influenced by moral judgment of
consumers on service failure; (4) there is no significant impact of consumers'
attribution, the severity of service failure and consumer gender on the model of
service failure and service recovery under consumers’ moral judgment. The research
findings of this dissertation not only advance the service failure and recovery
literature, but also enrich knowledge and understanding of the dynamic process of
service failure and service recovery, moreover, the research findings provide more
accurate guidance to recovery strategies which has important guiding significance.
KEY WORDS：Service failure, Service recovery, Moral judgment, Perceived
justice, Recovery magnitude, Recovery attributes
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