消费者情绪对总体满意度的影响

The Influence of Consumers' Emotions to the Degree of Satisfaction

本文认为,消费者满意度不仅包含认知成分,而且包含情绪成分,没有情绪维度就不能完全解释消费者的行为反应。在现代服务营销理论研究中,消费者情绪特别是惊喜情绪对满意度的影响越来越受到学者的关注,而在企业服务营销实践中,使消费者惊喜已经成为越来越多成功公司的战略决策。本文通过真实服务环境中的实验研究探讨了消费者情绪对总体满意度的影响,结果显示:在本实验条件下,被试者的愉快、惊讶、兴趣三种基本情绪均被启动;当积极的惊讶情绪(惊喜)启动时,被试者的总体满意度显著提高;当仅仅只有单纯的惊讶情绪启动时,被试者的总体满意度并没有显著提高。

The author points out that, in traditional service marketing research, customer＇s degree of satisfaction is thought to be a cognitive process. But the consumers＇ degree of satisfaction includes not only the cognitive factors but also the emotional factors. Without the emotional factors, will the consumer＇s behavioural reaction be fully explained. In modem service marketing research, more and more scholars are attaching attention to the influence of consumer＇s emotion to the degree of satisfaction. Though there are some achievements in the research of the relationship between consumer＇ s emotions and the degree of satisfaction, there is almost no positive and empirical research on it. The result of the author＇s exploration shows that different consumer＇s emotions will lead to different changes of the degree of satisfaction.