先赔礼还是先赔钱?智能客服服务补救策略次序对消费者宽恕的移情效应研究  

Apologize First or Compensate First?The Empathetic Effect of the Order of Intelligent Customer Service Compensation Strategies on Consumer Forgiveness

作　　者：杨慧[1] 钟蕊蕊 曹琪 Yang Hui;Zhong Ruirui;Cao Qi(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang,330013)

机构地区：[1]江西财经大学工商管理学院,南昌330013

出　　处：《珞珈管理评论》2025年第2期118-136,共19页Luojia Management Review

基　　金：江西省社会科学基金项目“平台经济模式下农产品算法推荐对消费偏好的影响研究”(项目批准号:24GL12);江西省职业早期青年科技人才培养专项项目“温度对消费行为的影响及其机制研究”(项目批准号:20244BCE52078);江西省研究生创新专项资金项目“先赔礼还是先赔钱?智能客服服务补救策略次序对消费者宽恕的移情效应研究”(项目批准号:YC2024-B126)。

摘　　要：随着人工智能技术的快速发展,智能客服系统在企业服务中的应用日益广泛,但在处理服务失败方面仍存在很多问题。目前,关于智能客服如何通过优化补救策略次序有效提升消费者宽恕的相关研究尚不充分。基于此,本文立足于心智知觉理论和品牌信号理论,通过四项实验研究,系统探讨了不同线上消费情境下,智能客服服务补救策略次序对消费者宽恕的影响,并揭示了品牌强度的边界效应。研究结果表明:在线上服务失败情境下,智能客服采用“先物质后精神”的补救策略次序更能获得消费者的宽恕,其作用机制在于此策略能够提升消费者移情效应。然而,该效应在强势品牌情境中的影响有所减弱。本文不仅拓展了智能客服服务补救策略次序与消费者宽恕的理论研究,也为企业优化智能客服系统的实践提供了指导。With the rapid development of AI technology,intelligent customer service systems are increasingly used in enterprise services, but there are still many problems in handling service failures.Currently, there is insufficient research related to how intelligent customer service can effectively enhanceconsumer forgiveness by optimising the order of remediation strategies. Based on this , this paper, grounded inthe theory of mindfulness perception and the theory of brand signaling ,systematically explores the effects ofintelligent customer service remediation strategy sequences on consumer forgiveness in different onlineconsumption contexts through four experiments, and reveals the boundary effect of brand strength. The resultsof the study show that, in the case of online service failure,intelligent customer service adopts the remedialstrategy order of‘material first and then spiritual’ to obtain more forgiveness from consumers, and themechanism of this strategy is that it can enhance the empathy effect of consumers. However, the effect of thisstrategy is weakened in the case of strong brands. This paper not only expands the theoretical research on theorder of remediation strategies and consumerforgiveness in intelligent customer service, but also providesguidance for enterprises to optimise the practical use of intelligent customer service systems.

关 键 词：服务失败 智能客服服务补救 次序效应 移情 消费者宽恕 

分 类 号：F713..55[经济管理—产业经济]