网络零售服务补救情形下的顾客忠诚——基于感知公平与感知转移成本视角的研究  

Study on Customer Loyalty in the Context of E-tailing Service Recovery——from the Perspective of Perceived Justice and Perceived Switching Costs

作　　者：秦进[1] 陈琦[1] 

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026

出　　处：《经济管理》2012年第3期95-102,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目"网络环境下服务运作优化与协调研究"(71090401);国家自然科学基金项目"电子商务环境下的快速物流系统研究"(71110107024)

摘　　要：本研究在前人理论成果基础上,构建了感知公平(包括结果公平、程序公平、交互公平)、顾客二次满意、感知转移成本与网络顾客忠诚之间关系模型,据此提出一系列研究假设,然后基于问卷调查数据,采用偏最小二乘(PLS)结构方程对假设进行了验证。研究发现,在网络零售服务补救情形下,顾客二次满意、结果公平和感知转移成本均对顾客忠诚有直接正向影响,而程序公平和交互公平则通过二次满意对顾客忠诚产生间接影响;感知转移成本在顾客二次满意与顾客忠诚之间不存在显著调节作用。这些研究结论对于网络商店经营者具有一定管理启示。E-commerce has greatly changed traditional patterns of retailing. The prospect of enormous profit has attracted more and more enterprises and individuals to get involved in online retailing, which results in increasingly fierce competition. Nowadays, many online retailers have realized the importance of winning and maintaining customer loyalty. Due to the characteristics of online service, such as intangibility, heterogeneousness, simultaneity of producing and consuming, and easy-passing, online shopping failure is almost inevitable. Service failures are main obstacles that prevent e-retailers from building consumer loyalty. However, when service failure occurs, service providers can take this opportunity and use effective recoveries to transfer dissatisfied customers into satisfied ones, thus enhance customer retention rate and even build long-term relationships with customers. Therefore, e- tailing service failure and recovery management has become an important issue for both academics and practitioners. While scholars have extended service failure and recovery research to the field of e-commerce, many focused on the typology of online retailing service failure and recovery. As to the customer loyalty in the context of e-commerce, most studies have focused on the relationship between perceived quality, perceived value, trust, first satis- faction and loyalty. Only a few studies explored the formation mechanism of customer loyalty in the context of online service recovery. Previous studies have pointed out that perceived justice plays an important role in the formation of customer satisfaction and behavior intentions after service recovery, and creating brilliant customer satisfaction and enhancing switching costs are viewed as the two important means to gain customer loyalty for enterprises. In addition, studies have found that switching costs play a significant moderating role on the relationship between first satisfaction and loyalty, but whether switching costs have moderating effects on the formation mecha

关 键 词：网络零售 感知公平 二次满意 感知转移成本 顾客忠诚 

分 类 号：F713.36[经济管理—产业经济]