何以报“怨”?顾客抱怨对员工角色服务行为的影响机制研究  

How to Respond to Complaints? The Impact Mechanism of Customer Complaints on Employee Prosocial Service Behaviors

作　　者：刘德文 高维和 周春阳 Liu Dewen;Gao Weihe;Zhou Chunyang(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]南京邮电大学管理学院,江苏南京210003 [2]上海财经大学商学院,上海200433

出　　处：《外国经济与管理》2023年第2期57-81,共25页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71872106);江苏高校哲学社会科学研究一般项目(2022SJYB0103);南京邮电大学人才引进项目(NYY222011)。

摘　　要：顾客抱怨是服务过程中经常发生的现象,但学界就一线服务员工经历顾客抱怨后的认知反应和服务行为表现缺乏实证探索。本文探究了一线服务员工经历的顾客抱怨通过工作调节焦点状态对角色服务行为的影响过程,并探讨了工作中心性在此影响过程中的权变作用。通过对352份酒店业配对样本和106份实验样本的数据分析,本研究的结果表明,顾客抱怨和员工角色外和角色内服务行为均存在正关联。同时,促进型工作焦点和防御型工作焦点也都在顾客抱怨影响员工角色服务行为的过程中起着重要的认知作用。进一步,工作中心性较高时,顾客抱怨对促进型焦点的正向影响会被增强,且对防御型焦点的负向影响会被削弱。本文丰富了员工对顾客抱怨的认知和行为的远期响应研究,从由外而内的视角探索了顾客抱怨在员工层面的影响效应,并提出了提升员工服务绩效的策略,对服务型企业的实践具有一定的指导意义。The current highly-uncertain service environment and frequent customer complaints continue to exacerbate the work crisis of front-line employees in the service industry. This means that front-line employees must respond to the complex and changing service environment by understanding and digesting customer complaints in order to achieve adaptive improvements in service abilities.However, existing literature focuses more on the impact of customer complaints on the customers themselves, and lacks exploration on how customer complaints affect the employees with whom they contact. In view of this, based on the regulatory focus theory, this paper proposes an integrated model of customer complaints, work regulatory focus, work centrality and prosocial service behaviors, and constructs hypotheses accordingly.The study was conducted as a combination of questionnaire and experiment, and validated scales were selected to develop into question items. The questionnaire was divided into two phases for matched data collection. In the first phase, data on customer complaints(antecedent variable), work centrality,and related control variables were completed by front-line employees in the hospitality industry in early August 2021, while information on promotion/prevention work focus(employee questionnaire) and role-prescribed/extra-role service behaviors(supervisor questionnaire) were collected later in the same month. Finally, 352 valid samples were obtained. The experimental study manipulated the high level of customer complaints and asked subjects to fill in the questionnaires of promotion/prevention work focus and role-prescribed/extra-role service behaviors after receiving stimuli, and 106 valid samples were finally obtained.The results indicate that: Customer complaints have a facilitating effect on both role-prescribed and extra-role service behaviors;customer complaints can affect employee prosocial service behaviors by stimulating their work regulatory focus;and increased work centrality can change the impact of customer

关 键 词：顾客抱怨 工作中心性 工作调节焦点 角色服务行为 

分 类 号：F270[经济管理—企业管理]