顾客关系、信任与顾客对服务失败的反应

优异的服务质量是建立长期顾客关系的重要手段。本文通过实际调查,分析了服务质量的两个维度--结果质量和过程质量对顾客满意度和重购意愿的影响,并探讨了顾客关系和信任感在服务评价和顾客反应方面的作用。研究发现,服务过程和服务结果间存在交互作用,顾客关系对服务质量的影响发挥着调节功能,信任感经由服务结果而影响顾客的反应。

Relationship,Trust and Customer Reactions to Service Failures

Quality service plays an important role in the development of customer relationships. Based upon an experiment study, the paper investigates impacts of service process and outcome on customer satisfaction and repatronage intention, and explores mitigating effects of customer relationship and trustworthiness on customer reactions to service failures. The findings show that there is an interactive effect between service process and outcome, customer relationship and induced trust mitigate the impacts of service failures on post consumption behavior.