服务失败与服务补救后顾客口碑传播意愿研究——一个理论框架

Study on Customers' Intention of Word-of-Mouth after Service Failure and Service Recovery——A Theoretical Framework

已有学者基于不同的理论,引入不同变量对服务失败和服务补救下的顾客反应进行研究,但是存在结论相互矛盾的情况,因此在分析各学者之间结论不一致产生原因的基础上,构造一个整合的理论框架,用以分析在服务失败到服务补救的整个过程中,各种因素对顾客满意的综合影响以及他们之间的相互作用关系,最终影响顾客的口碑传播意愿。

Many scholars have done lots studies on customers＇ reaction after service failure and service recovery with different theories and variables.But they drew conflicting conclusions.This paper constructs an integrative theoretical model after analyzing the reasons of different discovery.It can be used to analyze various factors＇ combined influence on customer satisfaction and their mutual interaction from service failure to service recovery.The customer satisfaction will affect their word-of-mouth spread intention at last.