Kompensation med eller utan precision : Hur förankrings- och precisionseffekten påverkar tillfredsställelsen efter misslyckad tjänsteleverans

Sammanfattning: Aim: The purpose of the essay is to study how companies, through the precision- and anchor-effect, can restore high customer satisfaction after a service failure, while maintaining the compensation at a relatively low level. Method: The method is a between-person design in the form of a scenario-based survey. The independent variable is the anchor value that was presented as a standard compensation for the service failure. 249 respondents answered the survey. These were divided into four different conditions where the independent variable varied between the conditions. The different conditions were (1) Exact standard compensation (SEK 247), (2) high rounded standard compensation (SEK 200), (3) low rounded standard compensation (SEK 300) and (4) a control condition without compensation. The conditions were chosen with the goal of being able to see a difference between the anchoring and the precision effect. Results and conclusions: The experiment shows that customers can be influenced by precise and rounded compensations. Standard compensation means that customers make a lower compensation demand, compared to the cases where company representatives fail to tell about these. The result also shows that precise standard compensation results in a lower compensation requirement than rounded standard compensation. The study also includes indications that precise sums, instead of rounded sums, in the standard compensation have a positive correlation with customer satisfaction after a service failure. This is because customers are affected by two factors when they demand compensation after a service error; the anchoring effect and the precision effect. If a standard compensation is offered, it will act as an anchor point when customers demand compensation. Contribution of the thesis: The essay aims to contribute to knowledge about how the precision and anchoring effect can contribute to a service error. As well as how these effects can be used in a more practical area. Suggestions for future research: It may be valuable to test the precision and anchoring effects in an experiment where the sums are larger than in the essay's case. With larger sums, larger differences can possibly emerge between the conditions. There with greater evidence for the effects. Keyword: Service recovery, precision effect, anchoring effect, compensation, and consumer psychology.