服务失误情境下互联网顾客忠诚影响机理  

The Mechanism Research of the Internet Customer Loyalty Influence under the Service Failure Situations

作　　者：仇立[1] QIU Li(Tianjin University,Tianjin300072,China)

机构地区：[1]天津大学管理与经济学部,天津市300072

出　　处：《中国流通经济》2018年第5期84-96,共13页China Business and Market

基　　金：国家自然科学基金项目"基于供应链低碳化的企业行为与运营优化决策研究"(71072155);国家自然科学基金项目"物联网环境下的供应链资源优化配置与运营协调研究"(71472134);国家社会科学基金项目"改革开放30年来我国青年价值观变迁轨迹与发展趋势研究"(08BSH044)

摘　　要：服务失误情境下,与传统商业模式相比,如果电商企业未能及时采取有效补救措施平复顾客抱怨、不满等消极情绪,那么由此衍生的负面消费体验感知传播速度更快,范围更广,靶向性更强。为系统改善服务失误情境下的互联网顾客关系质量,可基于服务失误补救、体验营销、顾客忠诚等相关理论,以虚拟消费情境下具有服务失误体验经历的顾客为调研对象,以516份调研问卷统计数据为基础,系统梳理服务失误情境下影响补救质量的前置限定因子,构建B2C模式下补救品质对互联网顾客关系质量和顾客忠诚的影响机理概念模型,并运用结构方程模型展开实证分析。研究发现,服务失误情境下服务补救信息质量、沟通质量、程序质量、结果质量与互联网顾客满意度、信任度之间均具有显著相关性;且由满意度、信任度构成的互联网顾客关系质量与顾客态度忠诚及行为忠诚密切相关;互联网顾客关系质量在服务补救信息质量、沟通质量、程序质量、结果质量对互联网顾客态度忠诚和行为忠诚的影响机制中中介效应显著;服务补救结果质量、沟通质量分别构成有效修复互联网顾客满意度和信任度的关键因子。因此,为更加有效地修复顾客关系质量,重获顾客忠诚,电子商务企业应从信息质量层面入手,在平台醒目位置设置服务失误补救功能模块接口,建立快速响应机制,提供全天候高效便捷的信息咨询服务;应从沟通质量层面入手,以消费个体为单位借助多种渠道与顾客积极沟通,最大程度地平复顾客负面消极情绪,满足客户相关合理诉求,增强互联网顾客B2C结构性关系感知;应从程序质量层面入手,实时动态监控负面网络口碑并制定相应危机公关程序,深度修复互联网顾客B2C结构性关系,实施顾客锁定战略;应从结果质量层面入手,基于不同服务失误归因,选择更有利于修复互�Under the situation of service failure,if the e-commerce enterprises do not take the remediation measures to calm down customer complaints timely and effectively,the dissatisfaction and other negative emotions resulted by the negative consumer experience perceived will be spread faster,broader,and more targeted than the traditional business models.Based on the theory of the service failure remediation,the experiential marketing,the customer loyalty and other relatives,taking customers who have service failure experience under the circumstances of the virtual consumption as the research objects,and base on statistical data of 516 questionnaires survey,the remedial quality factor is systematically combed under the situation of service failure,and the conceptual model of the effectiveness of the service failure effects on the Internet customer relationship quality and the customer loyalty in B2C mode is constructed.The construction equation model is empirically analyzed.The research indicates that:first,there is the significant relationship between the quality of service remediation information,communication quality,result quality and the Internet customer satisfaction and trust;second,the quality of Internet customer relationship constructed by the satisfaction and trust is closely related to customer attitude loyalty and behavioral loyalty;third,Internet customer relation quality plays the significant mediation role in the influencing mechanism of service remediation information quality,communication quality,process quality and result quality on Internet customer attitude loyalty and behavioral loyalty;and fourth,the quality of service remediation result and communication are used as key factors of Internet customer satisfaction and trust.So to better remediate customer relation quality and regain customer loyalty,e-commerce enterprises should establish the quick responsiveness mechanism and provide effective and convenient consulting service at all time,enhance customers’perception of B2C structural relation,im

关 键 词：服务失误 服务补救 顾客关系质量 互联网顾客忠诚 营销管理 

分 类 号：F713.55[经济管理—市场营销]