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论文编号：	407
作者编号：	043090
上传时间：	2008/1/11 15:14:16
中文题目：	中国本土文化背景下服务失败和补
英文题目：	Study on Emotional Mechanism o
指导老师：	范秀成
中文关键字：	服务失败　服务补救　情绪　情绪
英文关键字：	Service Failure Service Recov
中文摘要：	由于服务行业高交互性和同步性特征，服务失败不可避免，重新赢得顾客的有效途径就是通过成功的服务补救。从国内外对于服务失败和补救的研究成果上看，绝大多数采用以认知为主的范式（归因、公平、满意、期望等），很少有研究关注服务失败和补救中给消费者带来的情绪变化。 本文试图在广泛吸收和借鉴已有研究成果的基础上，以消费者情绪为主线，围绕情绪感染理论和中国独特的脸面文化对服务失败和补救中的心理反应过程进行了系统而科学的探讨。通过三个连续的前期研究，深入挖掘了服务失败和补救中的情绪感染机制和面子反应机制，设计出适应于中国本土特色的情绪和面子量表，构建了以情绪为主线的服务失败和补救过程研究模型。随后通过三个实验研究，验证了模型的合理性以及两个理论对消费者情绪和行为的内在作用。同时，引入情绪感染敏感度和面子需求变量并探讨其调节作用。主要的研究结论如下： 1. 从服务失败和补救全过程的视角探讨了消费者情绪的变化过程及其对消费行为的影响。证实了服务失败和补救中的情绪之间具有关联性，同时消费者情绪在消费行为中起到重要作用。 2. 通过多个定性和定量研究，本文提出情绪感染理论是影响消费者在服务失败和补救中情绪和行为的一个重要机制。证实无论是服务人员的正面情绪展示还是负面情绪展示，都会对消费者情绪乃至心理产生影响。 3. 本文同时提出，面子得失是影响消费者服务失败和补救中情绪和行为的另一个重要机制。消费者感到得失面子后会产生情绪的变化，也会影响其行为的改变。文中也比较了两个理论机制对消费者的共同作用。 4. 本文引入了情绪感染敏感度和面子需求等调节变量，结果证实两变量对模型中的多个核心变量都产生了显著的调节作用。 本文结合研究的具体情景特征，综合使用了以真实录像为基础的实验研究、焦点访谈研究、关键事件法（CIT）、内容分析法以及问卷调研等多种定性与定量方法，共计采集样本1346个。其中三个前期研究计215个样本，三个实验研究计1130个样本。另外所有样本中学生样本756个，真实消费者样本580个。同时采用SPSS（信度效度检验、ANOVA、SNK、配对检验）和基于PLS-Graph（信度效度检验、路径系数检验）的结构方程软件作为数据分析的工具。这对研究方法的多样化是个有益的尝试。特别是，采用真实情景录像、照片和文字作为刺激物来引导和激发被试的情绪，同时进行了严格的控制变量检验，保证了理论验证的科学性和有效性。 针对具有中国文化特征的消费者行为研究，尤其是中国消费者的面子文化和情绪特征，在我国的研究还很薄弱。本文大胆的进行了诸多探索性研究，尝试构建了符合中国文化背景的全新量表，包括情绪、面子等，结果证实变量均具有较高的信度和效度指标。通过对模型的实证分析检验，发现了变量之间的重要关联，得到了一些有价值的结论。这为今后深入研究中国消费者的心理和行为特征作了很好的理论铺垫。 文中的最后为服务企业和政府管理机构提出了有价值的建议，本文的成果可为服务行业加强管理、改善服务并赢取顾客忠诚提供重要的理论指导。
英文摘要：	Service failure is inevitable due to the high interaction and synchronization of the service industry. The effective way to gain customers is a successful service recovery which can improve perception of service quality, enhance customer satisfaction, and prevent customer defection. The current research achievements in service failure and recovery are usually based on the cognitive paradise, such as attribution, justice, satisfaction and expectation rather than the customer emotional response. This study, according to the research of emotional contagion theory and Chinese unique ‘face’ culture, attempts to explore and analyze customer's psychological responses mechanism systematically in the process of service failure and recovery. In earlier period, Three necessary researches are carried out for exploring mechanism of emotional contagion and 'face' response, and designing a effective scale of emotion and 'face' which involves Chinese culture. As a result, a model of service failure and recory based on the emotional ayalysis is set up. After that, three expriments are utilized for testifying the following two aspects,(a)is the model rational and logistic?(b)What is the most important influence of the two theories on customer emotional and behavior response? Meanwhile, the study also discusses how the mechanism of emotional contagion and 'face' response controls service failure and recovery. The main research results are as follows: 1.The study discusses the changing process of customer's emotion and its effect on customer behavior, based on the analysis of service failure and recovery. As a result, the author testifies there is a close relationship between service failure and emotion of recovery, and also identifies that customers emotion plays an important role in their behavior; 2.Emotional contagion theory is an important mechanism affecting customer's emotion and behavior in service failure and recovery. Both waiters' positive and negative emotion displays do affect customers' emotion and behavior; 3.'Face' effect is another important element affecting customer's emotion and behavior in service failure and recovery. Lots of 'face accidents' have influences on customer's emotion and behavior. The study also test the joint role of two thoeries. 4.Emotional contagion and 'Face Need' are identified as two efficient and moderating variables which affect strongly a series of core variables in this study. The author, according to specific situation, utilizes various methodologies in this study, including, experiments based on the on-live video, Core Interviews, CIT, Content Analysis Method, and questionaires Survey. There are 1,346 samples in total, including 215 samples collected in the first three researches, and 1,130 in the later three experiments. Meanwhile, there are 756 samples coming from students, and 580 from real customers. All datas are analyzed by SPSS and structure equation model based on PLS-Graph. Various research methodologies make the study more efficient, especially, the utilization of on-live videos, camera pictures and Chinese characters stimulate responses' emotions in effect. Meanwhile, necessary control of variables makes the result more scientifically and effectively. Few researches on customer behaviors is focused on the Chinese culture, especially 'face' culture and emotion characters of customers. Therefore, this study gives a series of exploration in this field, developing new Scale of emotion and face which is suitable for Chinese culture. The research results testify that all variables are highly reliable and effective. Through the empirical analysis of the model, the author identifies significant relationships among variables, and gets a series of valuable conclusions. This study presents a good theory foundation for the research on Chinese customers' emotions and behaviors. Valuable suggestions are put forward to the service industry and government in the final part of this paper. Besides, this research achievements also can be taken as a theory guide for improving service quality and management so as to strengthen customers' loyalty.
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