顾客心理契约破裂及其修复策略——基于网络购物服务失误情境  

The Breach of Customer Psychological Contract and Its Repairing Strategy

作　　者：郭婷婷[1] 李宝库[1] Guo Tingting;Li Baoku(School of Marketing Management,Liaoning Technical University,Huludao 125105,China)

机构地区：[1]辽宁工程技术大学营销管理学院

出　　处：《经济与管理》2019年第6期50-57,共8页Economy and Management

基　　金：国家自然科学基金项目(71172218);高等学校博士学科点专项科研基金博导类资助课题(20122121110005)

摘　　要：基于实验的方法,探讨不同类型网络购物服务失误情境下顾客心理契约破裂的差异以及服务补救的修复效应,结果表明:核心服务失误情境下,顾客心理契约破裂的严重程度高于传递系统服务失误和交互系统服务失误;在不同类型的服务失误情境下,顾客关系型心理契约破裂的严重程度高于交易型心理契约破裂;服务补救策略对两种心理契约破裂的修复效应存在差异;失误归因对服务补救策略同心理契约破裂间的关系具有一定的调节作用。Based on the experimental method, this paper discusses the difference of customer psychological contract breach under different types of online shopping service failure and the repair effect of service recovery.The results show that: under the condition of core service failure, the severity of customer psychological contract breach is higher than that of delivery system service failure and interaction system service failure. Moreover,under different types of service failure,the severity of customer relational psychological contract breach is higher than that of transactional psychological contract breach.The effect of service recovery strategy on the two kinds of psychological contract breach is different. Fault attribution has a moderating effect on the relationship between service recovery strategy and psychological contract breach.

关 键 词：服务失误 服务补救 交易型心理契约破裂 关系型心理契约破裂 服务失误归因 

分 类 号：F713[经济管理—产业经济] C93[经济管理—管理学]