联系我们

论文查询结果	返回搜索

论文编号：	1351
作者编号：	2002007
上传时间：	2010/4/8 8:42:44
中文题目：	服务失败条件下顾客情绪对顾客满意
英文题目：	Service Failure; Emotion
指导老师：	范秀成
中文关键字：	服务失败 情绪 责任推断 顾客满意 顾客行为意向
英文关键字：	Service Failure; Emotion; Judgments of Responsibility;
中文摘要：	20世纪90年代以来，服务管理研究领域和实际运营中的一个重要变化是从顾客获取战略向顾客保留战略的转变，其主要原因是市场竞争的白热化和大量服务失败造成顾客不满乃至流失的残酷现实。针对服务失败丛生的现实，学术界进行了大量的研究，但现有的研究绝大多数是基于认知的探讨，很少考虑服务失败引发的顾客情绪及其带来的影响。鉴于此，我们关注于服务失败下顾客的情绪反应及其对顾客满意、行为意向的影响，并通过实证方法对此展开研究。 在顾客情绪的产生上，论文借鉴Weiner（2000）在社会心理学中的动机归因理论，在服务失败研究中引入责任推断的概念，提出了服务失败下顾客情绪的产生机制；在顾客情绪的影响上，论文提出：服务失败下，不同类型消极情绪对顾客满意、顾客行为意向的影响是有区别的，并由此形成了研究模型和研究假设。 根据研究目的和研究模型，本研究采用情形模拟的研究方法，按照责任的归属、顾客与服务提供者关系时间长短对研究进行了3×2的实验设计。研究用的量表主要从国外相关研究量表中选择有效测项形成，正式调查前进行了情景模拟检验和预调查，并据此对问卷进行了相应的调整和修正。 正式调查进行了严格的实施控制，包括对访问人员的访前培训和问卷复核，最终有效问卷为550份。我们对正式调查数据检测了生态有效性并进行了信度和效度分析，结果表明数据可靠，可用于研究。 研究数据采用SPSS11.5进行处理，并对各研究假设进行了检验。 论文研究得到以下主要结论： 1．研究证实，在服务失败背景下，顾客情绪对顾客满意、顾客抱怨意向和重购意向都有着显著的影响。这证明了服务失败下顾客情绪的重要作用，也说明了对服务失败下顾客情绪进行研究的必要。 2．以前多数研究显示，消极情绪对顾客满意是一种负向的影响。本研究则表明，在服务失败下，不同类型的消极情绪对顾客满意的影响是有区别的。其中，外在归因消极情绪对顾客满意有较强的负向影响，情形归因消极情绪对顾客满意有微弱的负向影响，而内在归因消极情绪对顾客满意的影响是正向的。 3．研究表明，在服务失败下，不同类型的消极情绪对顾客行为意向的影响也是有差别的。其中，外在归因消极情绪对顾客行为意向有较强的影响作用，对顾客抱怨意向有显著的正向影响、对顾客重购意向有显著的负向影响；内在归因消极情绪对顾客重购意向有显著的正向影响、对抱怨意向则没有显著影响；情形归因消极情绪对顾客重购意向有显著的负向影响、对抱怨意向没有显著影响。 4．研究发现，顾客对服务失败责任的判断影响着其情绪反应。当顾客认为是服务提供者责任时，顾客的外在归因消极情绪明显高于顾客认为自己责任或第三方责任时；当顾客认为是自己责任时，顾客的内在归因消极情绪明显高于顾客认为是服务提供者责任或第三方责任时。 5．研究发现，在服务失败下，顾客感知的服务提供者责任对顾客满意和顾客重购意向都有显著的负向影响，说明顾客感知的服务提供者责任是服务失败研究中应加以考虑的一个重要变量。 6．研究还探讨了服务失败下责任归属、顾客与企业关系时间长短的作用。研究证实，不同责任归属下的顾客满意有显著的差异，同样的服务失败，当是服务提供者责任时，顾客最不满意；当是顾客自己责任时，相对于服务提供者责任或第三方责任，顾客较为满意。在遭遇服务失败时，相对于短期顾客来讲，长期顾客的不满意程度较低。 7．研究从情绪角度比较了不同服务补救的效果。结果表明，在顾客情绪的改善上，心理补救＋有形补救的服务补救措施明显好于单独的心理补救或有形补救；道歉措施能够降低顾客的外在归因消极情绪，能提高顾客的积极情绪；而辩解措施反而加重了顾客的外在归因消极情绪，减弱着顾客的积极情绪。
英文摘要：	In 1990s, a very important transition from the Customer Acquisition Strategy to the Customer Retention Strategy happened in the research of service management and practices because of the harsh fact of fierce market competition and great amount of service failure leading to customer dissatisfaction and customer switching behavior. But the most studies are focused on cognition in current researches, rather than the impact of customer’s emotional response in service failure. Therefore, the author has conducted a study of customer emotional response and its impact on customer satisfaction and behavioral intention in service failure. The research is carried out by the means of experimental study. In the discussion of provocation of emotion, the author cites the attributional theory of motivation and emotion in social psychology (Weiner 2000), and introduces the conception of Judgments of Responsibility to the research of service failure and proposes the mechanism of the customer’s emotion in service failure. The study holds that the impact of customer’s different negative emotions on the customers’ satisfaction and their behavioral intention is different in service failure and based on this, the research model is built and hypothesis are proposed in the study. In view of the research objectives and research model, a Scenario Experiment research methodology is adopted; and the experiment is manipulated according to a 3×2 full factorial design based on the classification of responsibility and duration of relationship between customers and service providers. The research scale is mainly selected from the relevant extant item pool. A trial of experiment design and a pilot survey are conducted prior to formal survey; and adjustment and modification are made to the questionnaires. The formal survey is closely and strictly controlled by the way of training the interviewers before survey. The questionnaires are checked carefully and collected, and 550 valid subjected are found. It shows that the statistics are reliable in the research based upon the test of the ecological validity of the formal survey statistics and the analysis of reliability and validity of the investigation. The data is analyzed by SPSS11.5 and all the research hypotheses are tested. The findings are following: 1. The research shows that in the case of service failure, the customers’ emotion has highly significant impact on their satisfaction, complaint intention and repurchase intention. It proves that the important role of customers’ emotion in service failure and demonstrates that it is necessary to study customers’ emotion in service failure. 2. Most previous studies show that negative affect is a kind of disapproving effect upon customers’ satisfaction. However, the author’s study shows that different types of negative affect have different impact on customers’ satisfaction, among which, externally attributed negative affect has a relatively strong negative influence, and situational attributed negative affect has little negatively significant influence, but internally attributed negative affect has positive influence on customers’ satisfaction. 3. The research also shows that different types of negative affect influence customer behavioral intention differently. Externally attributed negative affect has a stronger influence on customer behavioral intention, namely, it has significantly positive influence on customer complaint intention and significantly negative influence on customer repurchase intention. On the other hand, internally attributed negative affect has significantly positive influence on customer repurchase intention but it has no significantly influence on customer complaint intention. And the situational attributed negative affect has negatively significant influence on customer repurchase intention but no significant influence on customer complaint intention. 4. The research finds that customer’s judgments for responsibility of service failure evoke customer emotional responses. When customers believe service providers are responsible for service failure, their externally attributed negative affect is more significant and stronger than the situation that customers believe they or third parties are responsible for service failure. When customers believe they are responsible for service failure, Internally attributed negative affect is more significant and stronger than the situation that customers believe service providers or third parties are responsible. 5. The research demonstrates that in the case of service failure, the customers’ perception of service providers’ responsibility has significantly negative influence on customer satisfaction and repurchase intention. It indicates that the customers’ perception of service providers’ responsibility is an important variable in service failure research. 6. The research investigates the role of locus of responsibility and duration of customer relationship with service providers in service failure. The research proves that the significant difference of customer satisfaction exists in the condition of different locus of responsibility. In the case of the same failure, if service providers are responsible for service failure, customer would be most dissatisfied; but in the case of customer own responsibility, customer would be satisfied relatively. In encountering service failure, dissatisfaction of long-term customers is weaker than short-term customers. 7. The research contrasts the different effects of the different service recovery in the perspective of customer emotion. In term of customer emotion’s improving, the effect of psychological and physical recovery is much better than the effect of either of them. Generally apology of service providers can decrease the customer externally attributed negative affect and therefore increase their positive affect; while excuse of service providers can increase the customer externally attributed negative affect and therefore decrease their positive affect.
查看全文：	预览  下载(下载需要进行登录)