消费情感对服务质量和顾客满意感影响的实证研究

An Empirical Study About the Effect of Consumption Emotions on Service Quality and Customer Satisfaction

以往对顾客满意和服务质量的研究,主要都是从顾客的认知角度进行,顾客情感在消费过程中对顾客服务评价和购后行为的影响未得到应有的重视。基于维纳在心理学研究中提出的"归因—情绪反应—行为预期"的理论框架,本研究建立起整合消费情感、顾客认知、服务质量和顾客满意的概念模型,提出相应假设,并通过实证方法对该模型进行了验证。研究结果表明,消费情感与认知显著相关,并且与顾客认知共同显著影响着整体服务质量评价和顾客满意。其中,积极情感对两者有显著正向影响,而自我和外在归因的消极情感则与两者显著负相关。值得注意的是,自我归因的消极情感对中国消费者的影响表现出与西方文化背景下不同的特性。

The importance of service quality and customer satisfaction has been recognized and a lot of studies about them have been done. But almost all the studies have been based on the cognition till now. However recent researches suggest that consumption emotions have important influence on them. Based on a framework of ＂Attribution-Emotion-Action＂ by Weiner, this study suggest a model including emotion, cognition, service quality and customer satisfaction and authors empirically test it. The results show consumption emotions has significant influence on service quality and customer satisfaction. Positive affect has positive effect; whereas self-attributed and others-attributed negative affect has negative effect. It is interesting findings that self-attributed negative emotions reveal some characteristics in different culture background.