影响顾客对服务罚金不满的认知和情感因素

基于社会公平理论建立概念模型,借助关键事件法和问卷调查收集数据,运用结构方程模型实证研究影响顾客对服务罚金的评价和行为反应的主要因素.结果表明,罚金特征(严厉性、灵活性和解释性)通过认知因素(感知公平)和情感因素(负面情感)显著地影响顾客对罚金的不满意程度,进而导致顾客的消极行为反应.由此,服务企业应该在罚金的设计、执行和沟通中注重帮助顾客树立感知公平和避免负面情感.

Effects of Cognitive and Emotional Factors on Customer's Dissatisfaction to Service Penalty

This article builds a conceptual model based on the social justice theory and empirically tests the factors that affect customer's evaluation and behavioral response to service penalty using the data collected by critical incident method and questionnaire survey. The results show that customer's evaluation and behavioral response are determined by their cognition (perceived justice) and emotion (negative emotion) affected by the attributes of penalty (severity, flexibility, explanatory). Service enterprises should help their customers' build up perceived justices and avoid negative emotions by designing and performing their penalty policies properly.