顾客对服务失误感知与抱怨动机的整合模型:自我概念的视角

Integrated Model of Customer Perception on Service Failures & Complaining Motivations:From the Viewpoint of Self-concept

从个体自我概念的视角探讨顾客抱怨动机产生机理,结合社会心理学和认知心理学理论,顾客对服务失误的一种或几种自我概念会受到某种程度的破坏,从而产生某种的自我威胁感知,在不同自我威胁感知下顾客会产生不同的抱怨动机,而顾客抱怨动机及强度又受到个体自我监控性的调节。

Due to the misunderstanding of service failures and complaining motivations by customers,service firms always fall into the actual dilemma of ＂shooting at random＂ and ＂customer loyalty dying without any illness＂,when conducting the failure recoveries.According to the literature research,the existing theories or models of management are insufficient to explain customer complaining behaviors and the motivations.From the viewpoint of self-concept,this paper tries to probe into the mechanism of how customer complaining motivations come into being.Based on the social psychology and cognitive psychology theories,this paper have raised that,to some degree,service failures could destroy one or more kinds of self-concept of customers,so that customers would perceive certain kinds of self-threats,which is the key variable to predict customer complaining motivations.Also,it has been proposed that the intensity of customer complaining motivations can be moderated by individual self-monitoring.Based on this theoretical logic,this paper constructs an integrated model of customer perception on service failures and complaining motivations,and indicates the future research areas.