服务补救程度对消费者情绪和行为意向的影响

采用情景模拟方法，以饭店服务失误和补救为例，分别测评了象征性补救、等值补救和超值补救对消费者情绪和行为意向的影响，结果发现:服务补救程度与消费者积极情绪、正面口碑传播和重购意向呈显著正相关，而与消费者消极情绪呈显著负相关；其次。获得补救消费者的积极情绪与正面口碑传播和重购意向呈显著正相关，消费者消极情绪与正面口碑传播和重购意向呈显著负相关。

The Effect of the Degree of Service Recovery on Customers' Emotion and Behavioral Intentions

Based on the full review of the literature on service recovery, this paper has probed elaborately into the effect of the degree of service recovery on customers' emotion and behavioral intentions, and the effect of customers'emotion on positive word-of-mouth and purchase intentions in service recovery. Adopting the method of scenario simulation experiment to research into student specimens, authors have confirmed that the higher the level of service recovery, the stronger the onsumers'positive emotion, positive word-ofmouth and purchase intentions, then validated the remarkable effect of emotion on positive word-of-mouth and purchase intentions, and finally suggestions have been provided for service firms about the marketing strategy concerning service recovery. In the end of this paper, some limitations about this research and orientations about the sequent exploration were mentioned.