服务失败下不同类型消极情绪对顾客抱怨意向的影响

The Impact of Negative Emotions on Customer＇s Intention to Complain

服务失败不仅会影响到顾客的认知，还引发着顾客的消极情绪。通过服务失败下顾客消极情绪对顾客抱怨意向之影响的实证研究表明：在服务失败下，不同类型的消极情绪对顾客抱怨意向的影响是有差别的。其中，外在归因消极情绪对顾客各种抱怨意向都有非常强的显著影响；内在归因消极情绪只对顾客重购有微弱的正向影响，对其他抱怨意向没有显著影响；而情形归因消极情绪则对顾客各种抱怨意向都没有显著影响。

Service failure not only has an impact on customers＇cognition,but also provokes negative emotions. Research shows that different types of negative emotion influence customer＇s intention to complain differently. Externally attributed negative emotion has a significantly stronger influence on customer＇s intention for complaint. Internally attributed negative emotion has a positive influence on customer＇s intention to repurchase and no significantly influence on the intention to complain. Meanwhile, situationally attributed negative emotion has no significantly influence on customer＇s intention to complain.