服务推断线索对顾客购前感知风险的影响——基于中国餐饮服务业的实验研究  

The Effect of Service Cues on Customer Perceived Risk before Service Purchase

作　　者：陈国平[1] 王碧云[2] 

机构地区：[1]武汉科技大学管理学院,湖北武汉430081 [2]武汉大学教育科学学院,湖北武汉430081

出　　处：《重庆大学学报（社会科学版）》2010年第1期77-87,共11页Journal of Chongqing University(Social Science Edition)

基　　金：湖北省教育厅科学技术研究项目(Q200711007)

摘　　要：文章通过情景模拟实验法,探寻常见的五大类服务线索(整体价位、声誉、员工仪容和举止、地理位置便捷性和整体服务环境)对于顾客服务购买前感知风险的影响。研究结果发现,服务企业声誉对顾客感知财务风险有显著的反向影响,而整体价位的影响是复杂的、非单一直线的;员工仪容和举止、地理位置便捷性对于顾客感知时间风险有显著的反向影响;整体服务环境、声誉以及员工仪容和举止对顾客感知社会心理风险有着显著负向影响,其中员工仪容和举止的作用最强。文章同时讨论了研究结论对于营销管理的启示。This paper, through scenario experiment method, is designed to explore the effect of the five familiar service cues（ overall price, reputation of enterprise, dress and manner of employees, convenience of service location and environment） on customer＇ s risk perception before service purchase. In consequence, it has been discovered that reputation of enterprise can reversely influence on customer financial risk perception, while the effect of overall price level is intricate and non-linear; the manner of employees and convenience of service location produce significant reverse influence with the time-risk perception; on the psychosocial risk perception, the effect of manner of employees is the most salient; etc. The marketing management implication has also been pointed out.

关 键 词：服务推断线索 感知风险 服务购买意愿 

分 类 号：F062.4[经济管理—政治经济学]