服务补救中情绪对补救后顾客满意和行为的影响——基于面子视角的研究  

The impact of customer＇s emotion on recovery satisfaction and behavior intention under the service recovery circumstance --Face perspective

作　　者：杜建刚[1] 范秀成[2] 

机构地区：[1]南开大学商学院 [2]复旦大学管理学院

出　　处：《营销科学学报（辑刊）》2008年第2期68-85,共18页Journal of Marketing Science

基　　金：感谢两位匿名评审专家对本文提出的建设性意见,感谢Professor Chin为本人慷慨提供PLS结构方程软件,同时本文受国家自然科学基金资助项目（70572083,70532006,70672033）资助,一并致谢.

摘　　要：由于服务行业具有高交互性和同步性特征，服务失败不可避免，重新赢得顾客的有效途径就是通过成功的服务补救。从国内外对于补救后满意的研究成果上看，绝大多数采用的是以认知为主的范式，很少有研究关注服务失败和补救中给消费者带来的情绪变化。本文在广泛吸收和借鉴已有研究成果的基础上，通过以真实录像为基础的试验研究，围绕中国独特的脸面文化对服务失败和补救中的情绪反应过程进行了系统探讨，并尝试设计了适应于中国本土特色的情绪和面子量表。试验结果证实了面子感知在服务补救情景中是真实存在的，面子获得影响消费者的情绪感知并进而对补救后满意和行为产生影响。Service failure is inevitable due to the high interactive and synchronous of the service product. Successful recovery is needed to satisfy customers and enable firms to effectively recover from service failures. Most studies are focused on cognitive perspective in current researches, rather than the impact of customer＇s emotional response in service failure and recovery. Through literature review, a real video tape experiment research methodology is adopted. The authors discuss Chinese Mianzi culture and customer＇s emotion reaction mechanism under the service recovery circumstance,and lately develop relevant scales of Mianzi and emotion. Fundamentally,Mianzi mechanism is supported by empirical results and the study confirms that emotion will impact recovery satisfaction and behavior intention.

关 键 词：服务补救 面子获得 补救后满意 行为倾向 

分 类 号：F719[经济管理—产业经济] C913[社会学]