顾客消费情感对顾客满意感的影响

作者在广州某高校内的餐厅进行了一次实证研究,探讨顾客感觉中的服务质量、顾客情感和顾客满意感之间的关系。数据分析结果表明,顾客感觉中的软质量直接影响顾客餐后的正面情感,而顾客餐后的正面情感直接影响顾客满意感;顾客对软、硬质量的期望与服务实绩之差对顾客餐后的正面情感、顾客满意感都有显著的直接影响,顾客对软质量的期望与服务实绩之差对顾客餐后的负面情感也有显著的直接影响。此外,顾客餐前的情绪也会影响顾客餐后的情感和顾客对自己就餐经历的评估。

The Effect of Consumption Emotions on Customer Satisfaction

The authors have done an empirical study in an on-campus restaurant of a university in Guangzhou to investigate the relationship among customer perceived service quality, consumption emotion, and customer satisfaction using the expectancy disconfirmation model of customer satisfaction. The results of data analysis indicate that (1) customer perceived soft quality have direct impact on their positive post-consumption emotion, the latter has a direct impact on customer satisfaction; (2) disconfirmance of customer expectation of hard quality has direct impacts on customer post-consumption positive emotion and satisfaction; (3) customer expectation of disconfirmation of soft quality has positive impacts on customer post-consumption positive emotion and satisfaction, and a negative impact on post-consumption negative emotion; (4) customer pre-consumption emotion is an important antecedent of their post-consumption emotion and their evaluation on consumption experience.