服务营销组合因素对服务失误归因的影响  

The Effects of Service Marketing Combination Factors on Service Failure Attribution

作　　者：李雁晨[1] 卢东[1] 周庭锐[2] 

机构地区：[1]西南交通大学经济管理学院,成都610031 [2]中国人民大学商学院,北京100190

出　　处：《软科学》2010年第6期40-44,共5页Soft Science

基　　金：国家自然科学基金项目(70672022)

摘　　要：探讨并实证检验了服务营销组合因素对消费者服务失误归因的影响。抽样调查表明,服务的有形性对服务失误责任归因和稳定性归因都存在显著的正面影响;顾客参与对服务失误责任归因存在负面影响,但对稳定性归因存在正面影响;服务补救对服务失误的责任归因不存在显著影响,但对稳定性归因存在显著正面影响。多组结构方程模型分析表明,顾客信任调节了上述服务营销组合因素对服务失误归因的影响。The effects of service marketing combination factors on service failure attributions are investigated.Survey results indicate that tangibility of services positively affect both responsibility and stability attributions.Though the effect of consumer participation on responsibility attribution is negative,the effect on stability attribution is positive and significant.Service recovery has no significant effect on responsibility attribution,but has a significant,positive effect on stability attribution.Multi-group analysis reveals that consumers＇ trust moderates the effects of service marketing combination factors on service failure attribution.

关 键 词：服务失误归因 顾客信任 有形性 顾客参与 服务补救 

分 类 号：F270[经济管理—企业管理]