服务补救内容和顾客关系对消费者情绪和行为意向的影响  

Effect of Service Recovery Content and Customer Relationship on Customers' Emotion and Behavioral Intention

作　　者：张圣亮[1] 张小冰[1] 

机构地区：[1]中国科学技术大学管理学院,合肥230026

出　　处：《天津大学学报（社会科学版）》2013年第3期219-223,共5页Journal of Tianjin University：Social Sciences

基　　金：国家自然科学基金资助项目(70872101)

摘　　要：采用情景模拟和问卷调查方法,以饭店服务失误和补救为例,测评了在相同服务失误背景下服务补救内容和顾客关系对消费者情绪与行为意向的影响。结果发现:服务补救内容和顾客关系对消费者情绪与行为意向均有显著差异性影响,表现为:无论信任关系还是偶遇关系,精神补救相比物质补救能使消费者产生更高的积极情绪、口碑传播、重购意向和更低的消极情绪。无论接受物质补救还是精神补救,信任关系消费者比偶遇关系消费者产生更高的积极情绪、口碑传播、重购意向和更低的消极情绪。Using methods of scenario experiment research and survey approach, the impact of service recovery content and customer relationship on customers＇ emotions and behavioral intentions was measured in context of the same service failure. The results showed that service recovery content and customer relationship had significant different influence on customers＇ emotions and behavioral intentions, that was, regardless of customer relationship type, spiritual remedy could bring higher positive emotion, positive word of mouth, repurchase intention and lower negative emotion than material remedy ; regardless of receiving which kind of service recovery content, trust-based relationship could bring higher positive emotion, positive word of mouth, repurchase intention and lower negative emotion than service encounter .

关 键 词：服务补救内容 顾客关系 消费者情绪 消费者行为意向 

分 类 号：F719[经济管理—产业经济]