关系类型对顾客感知损失、情绪和行为意向的影响——来自餐饮业的实证研究

The Impact of Relationship Type on Customer Perceived Loss,Emotion and Behavioral Intentions under the Circumstance of Service Failure——An Empirical Study from Catering Industry

文章构建了以服务失误为自变量,顾客感知损失、负面情绪、抱怨倾向与重购意愿为因变量,关系类型为调节变量的概念模型。实证分析表明:信任关系能在一定程度上缓解顾客的负面情绪和抱怨倾向,增强其重购意愿;服务失误本身严重性对顾客感知功利损失的影响大于服务员处理失误时负面情绪对功利损失的影响,但服务员处理失误时的负面情绪对顾客感知象征损失的影响又大于服务失误本身严重性对象征损失的影响;另外,信任关系下的顾客感知损失更倾向于象征损失,而偶遇关系下顾客感知损失更倾向于功利损失。

A conceptual model is developed with the service failure being the independent variable,customer emotion and subsequent behavioral intention the dependents,and the relationship type the moderator.The findings show that trust relationship can alleviate customers' negative emotion and complaint intention,and enhance repurchase intention.Secondly,the impact of service failure on customer perceived utilitarian loss is greater than that of attendant negative emotion when dealing with failure,but the impact of attendant negative emotion when dealing with failure on customer perceived symbolic loss is greater than that of service failure.In addition,perceived utilitarian loss of customer under encounter relationship is greater than that of customer under trust relationship;in contrast,perceived symbolic loss of customer under trust relationship is greater than that of customer under encounter relationship.Finally,the related management suggestions are proposed.