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精品潛在顧客面對服務接觸缺失的自我修復行為研究
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active role in the service encounter and seek service contexts that permit them to play such a
role. They have the tendency to seek information to guide their decisions and actions as well.
Accordingly, we construct the prospect’s recovery behavior via three proposed sequential
phases. In the first stage, “after the service encounter failure,” prospects will seek to obtain
knowledge regarding luxury goods and brand stories in fashion industries so as to enhance
their self-relevant relationships with fashion brands. We propose that prospects are willing to
purchase luxury brands because they can construct their self-concepts and, in doing so, they
can form the desired self-brand connections. Therefore, the prestige-seeking behavior of
luxury goods’ prospects can better mitigate their complaint intentions or actions when they
face service encounter failures. Later, in the second phase, “before the next luxury goods
store visit,” since the similarities in how customers and employees view service encounters
mostly depend on whether the two parties share common role expectations and whether the
service script is well-defined, the prospects are willing to prepare themselves well for the
equal role expectation and treatment from service frontline employees. "According to the
self-construal theory, we find that prospects with predominantly independent self-construal
tend to dress up, and prospects with predominantly interdependent self-construal tend to
increase their social status by asking wealthy friends to accompany them when visiting a
luxury goods store. Finally, in the last phase, “on the proceeding service experience within
luxury goods store,” based on the notion that luxury products can boost consumers’ self-
esteem, express their identity, and signal status, we propose that prospects will strongly
express their identities as luxury consumer to raise their role status in service encounter. In
addition, according to the self-association theory, there are triad relationships within it,
including self-concept, brand that is associated with the self-concept, and a mental
representation of valence. Based on the balance-congruity principle, two unassociated
objects in memory (e.g., valence and brand) that share links with a third object (e.g., self-
concept) would develop a mutual association. Therefore, motivation for self-enhancement
increases the connection with a particular luxury brand (i.e., self-brand association), which is
then transferred to facilitate a positive valence associated with the individual’s self-concept
(i.e., self-esteem). That is, prospects in luxury goods industry will build up a self-recovery
mechanism to protect themselves from service encounter failure and to seek fair process
interdependency within the dyadic interaction between frontline employee and customer.
This article reports on the conceptualization of the construct of prospect’s self-recovery
behavior. It might indicate that the configurations of this kind of behavior are signals of
switching, which provides useful knowledge for management and staff of policy and training