服务消费中的面子建构研究

An Investigation of Face Construct in the Service Consumption

在充分回顾以往研究的基础上,探讨了面子问题在服务消费中的营销意义。通过基于餐饮业的实证研究,证实了面子事件在服务消费中是广为存在的,并且直接影响到消费情绪和消费行为。此外,还提出了基于服务消费的面子模型以及服务补救中的面子复得和满意模型,从而为面子问题在服务营销领域的进一步研究提供了理论框架和思路。

Through literatures of face thoroughly examined, the study discusses the marketing meaning of face in the circumstance of service consumption. Having examined on basis of a empirical investigation, the author believes that face events widely exist in service industries and which will effect customer＇s emotion and behavior. The paper develops face model in service consumption and another model of face gained in the context of service recovery, which will bring new ideas for the further research.