银行服务失误对消费者情绪和行为的影响

The Impact of Banking Service Failure on the Customers’ Emotions and Behaviors

采取情景模拟方法和通过实证研究,发现银行三类服务失误对消费者外在负面情绪、内在负面情绪和抱怨行为都有显著影响,消费者负面情绪对抱怨行为和转换行为有显著影响,银行服务失误和消费者抱怨行为并不必然导致转换行为,这些结论弥补了理论界在此领域的研究不足,并有助于推动银行重视服务失误和正确对待消费者抱怨,进而提升整体服务质量。

Judging from situational simulated experiments and empirical studies, this article proves that banking service failures have significant effects on customers＇ external and internal negative emotions, as well as complaint behaviors. Negative emotions have significant effects on complaint behaviors and switching behaviors. But banking service failures and complaint behaviors have no positive connections with switching behaviors. These conclusions remedy the defects in the theoretical circle and bid the bankers to pay attention to their service failures and the complaint behaviors of their consumers, thus are helpful in the improvement of banking service quality.