补救公平性对消费者情绪和行为意向的影响

Effect of Fairness of Service Recovery on Consumer Emotions and Behavior Intention

采用情景模拟方法,以快递服务失误和补救为例,分别测评了三类服务补救公平性感知对消费者情绪和行为意向的影响,结果发现,首先,服务补救公平性对消费者情绪和行为意向均有显著影响,其中感知公平的服务补救比感知不公平的服务补救能够给消费者带来更高的正面情绪,口碑传播,重购意向和更低的负面情绪。其次,服务补救公平性各维度对消费者情绪和行为意向均有显著影响,感知公平中的交互公平和结果公平能够给消费者带来正面情绪、口碑传播和重购意向,但不会带来负面情绪,程序公平不能够给消费者带来正面情绪、口碑传播和重购意向,也不会带来负面情绪,各维度的重要程度依次是交互公平、结果公平和程序公平。再次,感知不公平的服务补救各维度均不能够给消费者带来正面情绪、口碑传播和重购意向,而是会带来负面情绪。最后,获得服务补救消费者的正面情绪与口碑传播和重购意向呈显著正相关,消费者负面情绪与口碑传播和重购意向呈显著负相关。

This study employs the scenario simulation experiment to research the effect of fairness of service recovery on consumer emotions and behavior intention, taking express service failure and recovery for example. The results show that： the fairness of service recovery have a significant effect on consumer sentiment and behavior intentions, in which fair perception of service recovery other than unfairness can lead to higher positive emotions, public praise and repur- chase intentions and results in lower negative emotions ; all the three dimensions of the fairness of service recovery affect significantly consumer sentiment and behavioral intentions, and in detail, distributive fairness and interaetional fairness can lead to consumers positive emotions, public praise and repurchase intention and will not bring negative emotions, while procedural fairness cannot bring positive feelings, public praise and repurchase intentions, it also will not bring negative emotions, the importance of the three dimension followed by interactive fairness, interactional fairness and pro- cedural fairness; unfair perception of the three dimensions of the fairness are not able to give consumers positive emo- tions, public praise and repurchase intentions but the negative emotions; there is a significant positive correlation be- tween consumer positive emotion, public praise and repurchase intention, and significant negative correlation between consumer negative emotion, public praise and repurchase intention.