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演讲题目：Service Quality: The Impact of Frequency, Timing, Proximity, and Sequence of Failures and Delights
演讲嘉宾：Beibei Dong Associate Professor, Lehigh University
Service delivery often involves a series of events or stages of exchange between a service provider and its customer. At each stage, performance can meet, exceed, or fall below the customer's expectations. This article contributes to the literature by examining how the patterns of distribution (frequency, timing, proximity, and sequence) of service failures and delights affect customers' perceptions of service quality. The authors propose a conceptual model based on mental accounting principles derived from prospect theory and develop a series of research propositions to explicate the links between distribution patterns of service failures/delights and service quality perceptions. The study integrates prospect theory with service encounter research and provides a comprehensive theory-driven platform for exploring the impact of various service failure and delight distribution patterns. In addition, it offers important managerial implications for service design and resource allocation regarding when, how often, how close, and in what order delights and failures should take place to maximize gains from delights and minimize losses from failures.
Beibei Dong is an Associate Professor of Marketing at Lehigh University in USA. She received a Bachelor Degree in Economic Law from Tongji University in China and a Ph.D. in Business Administration (Marketing) from the University of Missouri in USA. Before the doctoral program, she worked for a management consulting firm for over two years, providing consulting services for the two largest telecommunication companies in China.
Her research focuses on customer cocreation, service failure/recovery, service quality, and other related topics in services marketing. Her research appears in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Service Management, Journal of International Marketing, Marketing Science Institute Working Paper Series and others.
She has received the American Marketing Association (AMA) Services marketing SIG’s “Best Services Article Award” in 2014. She was an AMA-Sheth Doctoral Consortium Fellow in 2008, and a recipient of Juran Doctoral Award from the University of Minnesota, and Thomas J. Campbell '80 Professorship from Lehigh University in 2014. She is currently serving on the editorial review board of Journal of Service Research, a leading journal in the Services Marketing field.