摘要
电子商务塑造了新的商业模式,创新了企业的营销渠道与顾客的消费方式。但在服务失误情境下,若电商企业未能快速地开展高质量的挽救行动,顾客负面评价的传播对企业产生的不利影响更强。本研究以期望理论为视角,将服务挽救质量划分为互动质量、流程质量与结果质量三个维度,利用SPSS24.0采用层次回归等分析法实证探究了服务失误情境下服务挽救行动影响顾客忠诚的路径。结果表明,服务挽救的互动质量、流程质量与结果质量正向影响顾客满意与顾客信任,顾客满意与顾客信任正向影响顾客忠诚,而顾客信任在顾客满意对顾客忠诚的影响中起到部分中介作用。研究结论为电商企业在服务失误情境下开展挽救行动提供了理论参考。
E-commerce has shaped new business modes and innovated the marketing channel and the way of consumption,but in the case of service failure the dissemination of customer negative evaluation will have a stronger negative impact on the enterprise if the e-commerce enterprises fail to carry out high-quality salvage actions quickly.From the perspective of expectation theory,this study divides service salvage quality into three dimensions:interactive quality,process quality and result quality,and explores the path of service salvage action affecting customer loyalty in the context of service failure by adopting SPSS24.0.The results show that the interactive quality,process quality and result quality of service salvation have positive effects on customer satisfaction and customer trust;customer satisfaction and customer trust have positive effects on customer loyalty while customer trust plays a part of intermediary role in the impact of customer satisfaction on customer loyalty.The conclusion provides a theoretical guidance for the electric business enterprises to carry out salvage actions in the context of service failure.
作者
殷少明
杨宁
YIN Shaoming;YANG Ning(School of Business Administration,Xinjiang University of Finance and Economics,Urumqi 830012,China)
出处
《山东财经大学学报》
2018年第6期66-76,共11页
Journal of Shandong University of Finance and Economics
基金
新疆自治区软科学基金项目"新疆地理标志农产品可持续发展研究"(2018D07020)
关键词
服务挽救质量
顾客满意
顾客信任
顾客忠诚
期望理论
service salvage quality
customer satisfaction
customer trust
customer loyalty
expectation theory
