顾客不良行为会影响同属顾客的体验吗?——面子感知的调节作用  

Will the Customer Misbehavior Impact Fellow Customers' Experiences?

作　　者：杨晓燕[1] 朱爽[1] YANG Xiao-yan;ZHU Shuang(School of Business Guangdong University of Foreign Studies,Guangzhou,510006,Guangdong,China)

机构地区：[1]广东外语外贸大学商学院,广东广州510006

出　　处：《消费经济》2017年第1期78-82,共5页Consumer Economics

摘　　要：在服务现场,顾客不良行为不仅会损害服务提供者利益,也会影响到同属顾客的利益。以往研究着重探讨顾客不良行为及其影响机制,忽视了不同严重程度的不良行为与面子感知对同属顾客体验的交互影响。本文运用面子理论,通过情境实验法,实证检验同属顾客在服务企业遭受不同严重程度的顾客不良行为时,其顾客体验的差异。同时,也检验同伴在场时,同属顾客的面子感知对这一关系的调节作用。Customer misbehavior will not only damage the interests of service providers, but also impact the interests of fellow customers. Previous studies have focused on customers＇ misbehavior and its influence mechanism, ignoring the interaction influence between fellow customers＇ face perception and customer misbehavior to fellow customers＇ experiences. The author used face theory to launch the empirical test on the difference of fellow customers＇ experience in the different degree of customer misbehavior through scenario method, and empirically test the moderating effect of face perception when fellow customers are accompanied with fellows.

关 键 词：顾客不良行为 同属顾客 顾客体验 面子感知 

分 类 号：F713.55[经济管理—市场营销]