面子导向的顾客沉默行为与品牌关系疏离实证分析  

A Study on Face-oriented Customer Silent Behavior and Brand Relationship Alienation

作　　者：吴巧芳 陈雪琼[1] 王雷君 WU Qiao-fang;CHEN Xue-qiong;WANG Lei-jun(College of Tourism, Huaqiao University, Quanzhou 362021, China)

机构地区：[1]华侨大学旅游学院,福建泉州362021

出　　处：《湖北文理学院学报》2022年第5期55-61,共7页Journal of Hubei University of Arts and Science

基　　金：华侨大学“华侨华人研究”专项课题一般项目(HQHRYB2018-08)。

摘　　要：服务失误伴随着顾客不满和投诉,但部分顾客即使心存抱怨依旧选择保持沉默。这种沉默行为往往让企业难以察觉,影响品牌形象,导致顾客流失。文章通过在线网络问卷调查获得样本,采用结构方程模型,以面子导向为调节变量,探讨感知企业支持、顾客沉默行为、品牌关系疏离三者间的关系。结果显示:感知企业支持负向影响顾客沉默行为和品牌关系疏离,顾客沉默行为正向影响品牌关系疏离;面子导向负向调节感知企业支持对顾客沉默行为的影响。研究结论为企业提高服务质量提供实践指导。Service failures are accompanied by customer dissatisfaction and complaints,but some customers still choose to remain silent even if they have complaints.This kind of silent behavior is often difficult for service companies to detect,and affects the loss of corporate customers and the destruction of brand image.This research obtains data through online questionnaires,and uses structural equation model with face orientation as the moderator to explore the relationship between perceived enterprise support,customer silent behavior,and brand relationship alienation.The results show that perceived corporate support negatively affects customer silent behavior and brand relationship alienation,and customer silent behavior positively affects brand relationship alienation;face orientation negatively regulates the impact of perceived corporate support on customer silent behavior.This research provides practical guidance for companies to improve service quality,and at the same time enriches consumer behavior theory.

关 键 词：感知企业支持 沉默行为 面子导向 品牌关系疏离 

分 类 号：F713.55[经济管理—市场营销]