服务补救能够挽回顾客忠诚吗?——网购情境下顾客情绪的调节作用分析  

Can service recovery retrieve the customer loyalty? The moderating effect of customer's emotion in online shopping context

作　　者：张敏[1] 王倩 吴淑娟[1] ZHANG Min;WANG Qian;WU Shujuan(School of Marketing and Logistics, Nanjing University of Finance and Economics, Nanjing 210023, China)

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023

出　　处：《南京财经大学学报》2018年第3期74-81,共8页Journal of Nanjing University of Finance and Economics

基　　金：国家社会科学基金项目(17BGL091)

摘　　要：探究网购情境下顾客情绪这一调节变量在服务补救与顾客忠诚之间的影响与作用,具有较强的理论和现实意义。采用因子分析和分层多元回归的检验方法发现,单纯的服务补救难以有效地挽回顾客忠诚,而顾客情绪在服务补救对顾客忠诚的影响中能起到显著的调节作用。为此,应采取个性化的服务补救策略组合、注重网购情境的营造、充分调动顾客的积极情绪并重视顾客消极情绪的负向调节作用。It is proved that customer emotion is a kind of moderator in the context of online shopping,which has strong theoretical and practical significance in the relationship between service recovery and customer loyalty. With the help of empirical method,factor analysis and stratified multiple regression test are used to find out that service recovery is not effective to restore customer loyalty,and the customer emotion plays a significant role in regulating the customer loyalty. It is suggested that we should adopt a personalized service remedy strategy combination,pay attention to the situation creation of online shopping,fully mobilize the positive emotions of customers and pay attention to the negative regulatory role of the negative emotions.

关 键 词：服务补救 顾客忠诚 顾客情绪 网购情境 

分 类 号：F713.365.2[经济管理—产业经济]