服务补救后满意对顾客形成关系持续意愿的影响研究  

An Empirical Research on the Effect of Customer Satisfaction after Recovery on Customer Relationship Continuance

作　　者：丛庆[1] 阎洪[2] 王玉梅[3] 

机构地区：[1]西南交通大学经济管理学院,成都610030 [2]香港理工大学工商管理学院,香港25175 [3]四川大学历史文化旅游学院,成都610040

出　　处：《管理科学》2007年第6期54-63,共10页Journal of Management Science

摘　　要：为进一步探讨令顾客满意的服务补救对顾客形成关系持续意愿的作用机理,基于关系营销的视角,以Morgan和Hunt的承诺-信任理论为基础,采用结构方程建模的研究方法,构建并验证顾客服务补救后满意与顾客关系持续意愿之间的关系模型,研究数据来源于设定的银行业服务失误和对应的3种不同满意水平的服务补救情景。实证结果显示,顾客服务补救后满意必须通过信任和关系承诺变量的中介作用维系顾客关系,而对顾客的关系持续意愿没有直接的解释力;在服务补救背景下,顾客信任通过顾客情感承诺变量间接影响关系承诺。研究揭示出服务补救是服务企业关系营销的一种重要手段,对服务企业从服务补救的角度维系与顾客关系的管理实践具有理论指导意义。In order to study further on the affection mechanism of customer satisfaction after recovery on their relationship continuance intension, based on Morgan ＆ Hunt＇s Commitment-Trust theory, this paper develops and tests the relationship model between customer satisfaction after recovery and customer relationship＇s continuance from the relationship marketing perspective by using Structure Equation Modeling methodology. The research data are collected from bank enterprises＇scenarios about service failures and related recoveries of three different satisfaction levels. The empirical result shows that customer satisfaction with recovery has not direct influence on customer relationship＇s continuance, but can affect by customer trust and relationship commitment which play the role of media. The result reveals that service recovery is the one of the important approach of relationship marketing, and this research on how to maintain relationships with customers from service recovery perspective is very valuable for service industrial.

关 键 词：服务补救 顾客信任 情感承诺 关系承诺 关系持续 

分 类 号：F713.50[经济管理—市场营销]