服务失误时顾客为什么会选择不同的抱怨行为?——服务失误时自我威胁认知对抱怨行为意向的影响

Why will Customers Select Different Ways to Complain when they have been Given Improper Service?

本文借用社会心理学中的自我威胁的概念来预测顾客抱怨的原因和抱怨的行为意向。首先,本文在回顾了大量文献的基础上对顾客抱怨当前研究状况总结与归纳,指出目前存在的不足之处。其次,为了改善这些不足,本文结合相应的自我概念,从理论上深层次地分析了顾客抱怨产生的原因,解释了顾客抱怨意向的选择,并围绕顾客抱怨产生的原因与行为意向,提出一个概念模型,即基于顾客自我威胁认知的抱怨选择模型。紧接着,本文对该模型进行了验证与讨论,得出了一些关于顾客服务感知与抱怨预测的有益启示。文章的最后,指出本研究的局限以及未来研究的方向。

Usually, service failure will cause customers to negatively evaluate the service they have accepted. How to use a remedy to change their view on service has recently a popular focus in the research on service. In theory, however, a full explanation has not been found for how customers assess service failure and how they select the way to complain; furthermore, in reality, many companies have not paid much attention to this problem so that they are unrealistic when remedying service failure. In order to improve the accurateness and effectiveness of companies' service remedy strategy, in this paper, we have, by the use of self-threat, a concept adopted in social psychology, forecast the causes for customers' complaints and their behavioral intension. First of all, we have, on the basis of studies on lots of literature, summed up the present studies on customers' complaints, pointing out the weaknesses of these studies. Secondly, in order to make up these defects, we have, with the help of the corresponding concept of 'ego-threat', analyzed profoundly and theoretically the origin of customers' complaints, explained customers' intension in the selection of ways to complain, and constructed a concept model to be used to demonstrate the root of customers' complaints and behavioral intent- a complaint selection model based on customers' self-threat cognition. Closely followed are our test and verification for and discussion about this model, from which we have derived some inspiration to the forecast for customers' cognition in service and for their complaints. Finally we have pointed out the limitations of this research and the future direction of related studies.