摘要
采用情景模拟方法,以航空和宾馆服务失误与补救为例,分别测评了即时补救、事后补救和事后延时补救对消费者情绪和行为意向的影响,结果发现:首先服务补救时机对消费者情绪和行为意向有显著影响,补救时机越早,消费者积极情绪、口碑传播和重购意向就越高,而消极情绪就越低;反之则相反。其次,获得服务补救消费者的积极情绪与口碑传播和重购意向呈显著正相关,消费者消极情绪与口碑传播和重购意向呈显著负相关。最后,消费者口碑传播与重购意向呈显著正相关。
With the situational simulation experiment,this paper separately researches the effects of immediate recovery,recovery,delay recovery on consumers＇ emotion and behavioral intentions by taking service failure and recovery of the hotel and airline as example.The results show that the timing of recovery has significant effects on consumers＇ emotion and behavioral intentions,that is,the sooner the service recovery is,the stronger the positive emotion,the positive word-of-mouth,and the repurchase intentions are and vice versa.Then there is a significantly positive correlation between the consumers＇ positive emotion and the positive word-of-mouth and purchase intentions,and a significantly negative correlation between the consumers＇ negative emotion and the positive word-of-mouth and purchase intentions.At last,there is a significantly positive correlation between the positive word-of-mouth and purchase intentions.
出处
《北京邮电大学学报（社会科学版）》
2010年第5期82-91,共10页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
基金
国家自然科学基金项目(70872101)
关键词
服务失误
服务补救时机
消费者情绪
行为意向
service failure
the timing of service recovery
consumers＇ emotion
behavioral intentions
