The market share impact of service failures

• 成果类型: Article
• 署名作者: Hays, JM; Hill, AV
• 署名单位: University of Minnesota System; University of Minnesota Twin Cities
• 刊物名称: PRODUCTION AND OPERATIONS MANAGEMENT
• ISSN/ISSBN: 1059-1478
• 发表日期: 1999
• 页码: 208-220
• 关键词: service recovery; complaint management; customer satisfaction; service guarantees

摘要

This paper develops a simple but powerful model that relates service satisfaction/dissatisfaction to market share. The model is based on an intuitive service satisfaction framework that relates three service system parameters (service success rate, complaint rate, and service recovery rate) to the percent of satisfied customers. A dynamic model is then posited that relates the defection rate and the addition rate to marker share changes. The service satisfaction/market share model yields useful insights into how market share is influenced by these service system parameters. The surprisingly simple model predicts changes in market share due to changes in customer satisfaction.