抢先性服务补救对顾客重购意图影响的实证研究

An Empirical Research about the Effect of Proactive Service Recovery on Customer Repurchase Intention

抢先性服务补救是服务企业关系营销的一种重要手段。论题以关系营销为研究视角,以Morgan和Hunt的"承诺—信任"理论为基础,采用结构方程建模的研究方法,构建并验证了顾客对抢先性服务补救的满意感知与其重购意图之间的关系模型。实证结果显示,顾客对抢先性服务补救的满意感知必须通过信任和情感承诺变量的中介作用维系顾客关系,而对顾客的重购意图没有直接的解释力。

For service business, proactive service recovery is one of the important approaches of relationship marketing. This paper, based on Morgan ＆ Hunt＇s Commitment Trust theory, develops and tests the relationship model between customer satisfaction with proactive service recovery and customer repurchase intention from the relationship marketing perspective by using Structure Equation Modeling （SEM） methodology. The empirical result shows that customer satisfaction with proactive recovery maintains the relationship with customers by variables of customer trust and affective commitment which play an intermediary role, but it has no direct influence on customer repurchase intention.