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作 者:黎冬梅 黎慕华 LI Dongmei;LI Muhua(School of Tourism Management,South China Normal University,Guangzhou 510006,China;School of Management,Jinan University,Guangzhou 510632,China)
机构地区:[1]华南师范大学旅游管理学院,广东广州510006 [2]暨南大学管理学院,广东广州510632
出 处:《旅游科学》2021年第1期44-62,共19页Tourism Science
基 金:教育部人文社会科学研究青年基金项目“文化混搭对本土标志性品牌的影响机制”(19YJC630070)。
摘 要:服务失误的研究议题已得到旅游学界的广泛关注。服务必须依托服务场景进行生产和消费。在管理实践中,文化元素常被用于服务场景的设计中。然而,作为服务失误发生的第一现场——服务场景,如何影响顾客的归因反应却鲜有研究。文章以文化动态建构理论为基础,以餐饮服务为研究情境,探讨餐厅服务场景的文化特征对服务失误归因的影响机制,检验整体型思维的中介作用及认知闭合需求的调节作用,通过3个研究发现:(1)服务场景的文化特征对服务失误归因有显著影响,在以中国文化(相比于西方文化)元素为主的服务场景下,中国顾客更倾向于对服务失误作外部归因;(2)整体型思维在服务场景的文化特征和服务失误归因之间起完全中介作用;(3)认知闭合需求调节了整体型思维的中介关系强度。当顾客的认知闭合需求高时,以中国文化元素为主的服务场景会激发顾客的整体型思维,进而对服务失误作外部归因。当顾客的认知闭合需求低时,服务场景的文化特征通过整体型思维作用于外部归因的关系不显著。As service failures frequently influence tourism,scholars have done extensive researches on the causes in terms of the conceptualization,the consequences,the attribution mechanism,and the recovery.In management practices,cultural elements are often used in designing service environment.However,not many studies have done on how servicescape,the fundamental scene for service delivery,may influence consumers’psychological responses to service failures.Based on cultural trends building theory,this research used catering service as a scenario to conduct experiments on the impact of cultural characteristics of restaurant servicescape on the attribution of service failures and tested the mediating effect of holistic thinking and the regulatory role of the need for cognitive closure(NFC).The findings are:(1)the cultural characteristics of servicescape have a significant effect on the attribution of service failures.When characterized by Chinese culture(compared to western culture),consumers tend to make an external attribution to them;(2)holistic thinking fully mediates the effect of cultural characteristics of servicescape on external attribution;(3)NFC moderates the mediation relationship of holistic thinking.Specifically,when it is high,consumers in the Chinese-culture-oriented(vs.Westernculture-oriented)servicescape tend to have a holistic thinking,and the influence of cultural characteristics of the servicescape on external attribution through holistic thinking becomes stronger.When it is low,the relationship between cultural characteristics of the servicescape and external attribution through holistic thinking is not significant.
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