负面网络口碑补救行为对消费者满意度的影响——基于感知公平视域的分析  

The Influence of Negative Online Word-of-Mouth Recovery on Customer Satisfaction: An Analysis based on Perceived Fairness View

作　　者：姚卿[1] 宋晓康 YAO Qing;SONG Xiao-kang(University of Science ＆ Technology Beijing, Beijing 100083, China)

机构地区：[1]北京科技大学东凌经济管理学院,北京100083

出　　处：《商业研究》2018年第6期20-24,共5页Commercial Research

基　　金：国家自然科学基金项目;项目编号:71302165;中央高校基本科研业务费资助项目;项目编号:FRF-TP-15-034A3

摘　　要：在负面网络口碑发生后,电商如何采取适当的服务补救措施、提高消费者满意度是亟待解决的问题。本文采用问卷调研的方法,通过引入感知公平变量构建服务补救满意理论模型,分析电商情境下负面网络口碑的补救措施对消费者满意度的影响。研究发现:在网络购物服务失误发生后,沟通、快速响应等补救行为对消费者感知的互动公平产生了正向影响,道歉、解释不能对消费者的感知公平产生较大影响,快速响应、沟通对消费者感知的程序公平产生了正向影响,补偿、快速响应对消费者感知的分配公平产生了正向影响,互动公平、分配公平对消费者补救满意度产生了正向影响,程序公平不能对消费者满意度产生显著影响。上述结论表明电商出现服务失误时应立即与顾客沟通,了解引起消费者不满意的原因,而不能一味地道歉和解释服务失误的原因;消费者对于快速地解决问题更感兴趣,否则会认为商家的解释是在拖延或变相找借口。It is an urgent problem to be solved for online retailers that how to take appropriate service recovery measures to improve consumer satisfaction after the negative online word-of-mouth. By using the method of questionnaire investigation and introducing perceived justice variables, the paper constructed the theoretical model of service recovery satisfaction to analyze the influence of negative online word-of-mouth remedies on consumer satisfaction in the context of ecommerce. The paper found that： after network shopping service errors, remedies such as communication and fast response caused positive effect on interactive justice, apologies and explanation couldn＇t cause too much effect on customer perception of justice, communication and fast response caused positive effect on customer perception of procedure justice dimension, compensation and fast response caused positive effect on customer perception of distribution justice dimension, interactive justice and distribution justice caused positive effect on consumer satisfaction, but procedure justice couldn＇t cause significant effect on consumer satisfaction. The conclusions above show that after network shopping service errors, the online retailers should communicate with the customer immediately to understand the reasons why the consumer is dissatisfied, but not to apologize and explain the reasons for the failure of the service blindly ; the consumer is more interested in solving the problem quickly, otherwise the merchant＇s explanation will be used as a delay or disguised excuse.

关 键 词：负面网络口碑 服务补救 消费者满意度 感知公平 电商情境 

分 类 号：F713[经济管理—产业经济]