| 服务补救方式对消费者情绪和行为意向的影响 |
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| 引用本文： | 张圣亮,高欢.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论,2011,14(2). |
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| 作者姓名： | 张圣亮 高欢 |
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| 作者单位： | 1. 中国科学技术大学管理学院MBA中心
2. 中国科学技术大学管理学院 |
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| 基金项目： | 国家自然科学基金资助项目(70872101)资助 |
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| 摘 要： | 本文采用情景模拟方法,以饭店服务失误和补救为例,分别测评了主动补救和被动补救对消费者情绪和行为意向的影响,结果发现,服务补救方式对消费者情绪和行为意向的影响存在显著差别,其中主动补救对消费者正面情绪、口碑传播和重购意向的影响显著高于被动补救,而对消费者负面情绪的影响显著低于被动补救;获得服务补救消费者的正面情绪与口碑传播和重购意向呈显著正相关,而消费者负面情绪与口碑传播和重购意向呈显著负相关。
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| 关 键 词： | 服务补救方式 主动补救 被动补救 情绪 行为意向 |
Research on Effect of Service Recovery Methods on Customer Emotions and Behavior Intention |
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| Zhang Shengliang,Gao Huan.Research on Effect of Service Recovery Methods on Customer Emotions and Behavior Intention[J].Nankai Business Review,2011,14(2). |
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| Authors: | Zhang Shengliang Gao Huan |
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| Institution: | Zhang Shengliang,Gao Huan School of Management,University of Science and Technology of China |
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| Abstract: | As service has some characteristics, such as intangibility, heterogeneity, inseparability of production and consumption and perishability, service failure can not be avoided completely, which bring negative effect on consumer emotion and behavior intention, and may eventually lead to consumer drain. By providing service recovery, the service firm can alleviate the negative influence due to service failure in a certain extent and then reconstruct consumer confidence and customer loyalty. Employ the scenario ... |
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| Keywords: | Service Recovery Methods Proactive Recovery Reactive Recovery Emotion Behavior Intention |
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