服务接触中的兼容性管理对顾客反应的影响研究  

Impact of Compatibility Management on Customer Responses in Service Interaction

作　　者：银成钺[1] 杨雪[1] 

机构地区：[1]东北师范大学商学院

出　　处：《管理学报》2010年第4期547-554,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70772119);教育部人文社会科学基金资助项目(09YJC630031)

摘　　要：通过关键事件技术得到了目前我国顾客间互动的典型事件,以此为基础采用被试间实验设计的方式测量了兼容性管理对顾客反应的影响。发现当顾客在服务接触中受到其他顾客干扰时,服务人员采取主动道歉的措施,顾客的整体满意度、再惠顾意愿及口碑传播意愿都要明显高于服务人员无作为的情境;服务人员实施兼容性管理,无论结果是否有效,顾客反应都要明显好于服务人员主动道歉的情境。同时,对于感知不兼容性较高的消费者,实施兼容性管理的效果要比感知不兼容性低的消费者更明显。Applying the CIT method,the present study finds typical events in Chinese customer-to-customer interaction,designs a scenario based on this incident,and then measures the effect of compatibility management on customer responses.The results show that when the customer is disturbed by other customers during the service interaction,compared with the situation ＇manager does nothing＇,the manager apology could improve the customer total satisfaction,re-patronage intention and word of mouth;on the other hand,compared with the apology situation,if the manager performs compatibility management,no matter succeed or fail,customer total satisfaction,re-patronage and word of mouth is even much higher.

关 键 词：兼容性管理 服务接触 顾客反应 

分 类 号：C93[经济管理—管理学] F273