服务失败情况下的消费者信任作用研究

The Effect of Consumer Trust in Service Failure Conditions

现代企业以追求最大化的经济利润为目标。企业在获取利润的过程中认识到,获得并且保留忠诚顾客是至关重要的,但是,企业与消费者进行交易时经常会发生一些失败事件。当消费者面对交易过程中的失败事件时,他们的心理变化过程是怎样的?什么因素会对消费者的行为意向发生关键作用?针对上述问题,本研究选择银行与餐馆两个服务行业,采取准实验方法对理论框架进行实证检验。研究结果表明,消费者信任这一因素是消费者经历服务失败之后影响其转换意向的关键因素,传统研究中消费者满意和感知价值的作用被削弱了。这一研究结果比较清楚地解答了研究问题,从理论和实践两方面为服务失败领域的研究提供了有力证据。

Modem enterprises aim to pursue the max economic profits. During the process of obtaining profits, the enterprises realize that it is crucial to obtain and reserve the loyal consumers. But there are often some failure matters occur when enterprise dealing with consumer. When service failures occur, how dissatisfied consumers will form their switching intentions？ What pivotal factors will influence the consumer forming their decisions.9 A quasi - experiment was conducted in restaurant and banking industries, The data were analyzed using structure equation model （SEM）. The results show that consumer trust is the core factor which influence consumers＇ switching intention. Those results support several hypotheses that will offer implications for both marketing theory and practice.