摘要
“顾客沉默”导致的服务失败频繁发生,现有研究缺乏对预防性服务补救适用条件的界定及其潜在机制的深入研究。本研究基于服务补救理论和心理契约提出3个研究假设,构建了预防性服务补救对消费者宽恕的研究框架,通过实地实验和行为实验等三个实验,利用发货延迟、商品与图片展示不符等真实消费情境,通过方差分析和Bootstrapping分析进行实证分析。研究结果表明:网购情境下预防性服务补救对消费者宽恕和消费者满意具有积极影响,且预防性有形补救比心理补救更能激发消费者的宽恕意愿;心理契约和消费者移情在预防性服务补救和消费者宽恕之间发挥连续中介作用;品牌故事在预防性服务补救和消费者宽恕的影响中起调节作用。本研究结果丰富了预防性服务补救与消费者宽恕的理论研究,同时对企业制定合理的预防性服务补救策略提供了指导性的实践建议。
Even the most successful giant companies are inevitably making mistakes in marketing activities,it is important to recover consumers from service failure.Due to the prevalence of online service failures,effective service recovery strategies are crucial for service providers to achieve consumer satisfaction.Though mountainous research has shown that post-failure recovery can achieve consumer satisfaction,preventive service recovery strategies provide new insights for solving the puzzle of“customer silence”.Customer salience is referred to consumers who would like not to reach out to the company when service or product failure happens.How to mitigate the negative influence of service failures and obtain consumer forgiveness is important for companies to recover consumers and enhance consumer loyalty.Since it is critical for companies to sustain long-term relationships with their consumers,the current research focuses on understanding which form of preventive service recovery strategy is more effective for obtaining consumer forgiveness.Besides,forgiveness is a powerful human emotion and consumer forgiveness is crucial for companies to attenuate consumer negative attitudes and is a foundation for companies to restore relationships with consumers in the long term.Building on the theories of service recovery and psychological prevention,the current work examines the effect of preventive service recovery strategies on consumer forgiveness.When and why preventive service recovery strategy would be more efficient to recover consumers and obtain consumer?Are there any potential boundary conditions would moderate the effect of preventive service recovery strategy on consumer forgiveness?The current work proposed that the underlying mechanism of the effect of preventive service recovery on consumer forgiveness,is sequentially mediated by psychological contract and consumer empathy,respectively.Also,results suggested that the effect of preventive service recovery on consumer forgiveness is moderated by brand story(top do
作者
于兆吉
朱蔓菱
魏闯
YU Zhaoji;ZHU Manling;WEI Chuang(Management School,Shenyang University of Technology,Shenyang 110870,China;Business School,Nanjing Normal University,Nanjing 210023,China;Business School,Central University of Finance and Economics,Beijing 100081,China)
出处
《管理工程学报》
CSCD
北大核心
2023年第6期201-211,共11页
Journal of Industrial Engineering and Engineering Management
基金
国家自然科学基金资助项目(72072098)。
关键词
预防性服务补救
消费者宽恕
心理契约
消费者移情
品牌故事
Preventive service recovery
Consumer forgiveness
Psychological contract
Consumer empathy
Brand story
