摘要
通过实验方法研究了多渠道服务商线上服务失败对线下顾客忠诚的影响及其作用机制与边界条件。研究一探索了多渠道服务商线上服务失败对于线上顾客满意、线下顾客忠诚的影响以及品牌强度对于线上服务失败与线上顾客满意、线下顾客忠诚之间关系的调节作用,研究二加入解释水平边界条件,结论显示:在线服务失败负向影响在线顾客满意;线上顾客满意正向影响线下顾客忠诚;品牌强度对于线上服务失败与线上顾客满意、线下顾客忠诚之间关系不具有调节作用;当顾客具有高解释水平时,线上服务失败负向影响线下忠诚,当顾客具有低解释水平时,轻度服务失败与重度服务失败对于线下顾客忠诚的影响无显著差异。
This paper studies the effect of online service failure on offline customer loyalty,its mediating effect and its boundary conditions by experimental methods. Study 1 explores the effect of online service failure on offline customer loyalty and online customer satisfaction and the moderating effect of brand strength on such relationships,Study 2 adds the boundary condition of Construal Level. The study shows the following four findings：（1） Online service failure has a negative influence on online customer satisfaction;（2） Online customer satisfaction positively influences offline customer loyalty;（3） Brand strength will not moderate the previously proposed relationship between online service failure and online customer satisfaction（offline customer loyalty）;（4） When customers with high Construal Level,online service failure has a negative influence on offline customer loyalty and when customers with low Construal Level,the effect of service failure on offline customer loyalty is no significant difference.
出处
《财贸研究》
CSSCI
北大核心
2017年第10期98-110,共13页
Finance and Trade Research
基金
国家自然科学基金面上项目"平台型电商的声誉分享机制与责任追索策略:基于平台企业与平台卖家互动视角"(71672026)
国家自然科学基金面上项目"调节聚焦范式下的用户生成内容(UGC)对多渠道零售商品牌权益的影响机理研究"(71272050)
辽宁省财政科研基金项目"辽宁跨境电商发展现状
问题及财税对策研究"(16C034)
关键词
线上服务失败
线下顾客忠诚
品牌强度
解释水平
线上顾客满意
online service failure
offiine customer loyalty
brand strength
Construal Level
online customer satisfaction
