快递公司服务失误对网店顾客满意和忠诚的影响——基于心理账户理论和归因理论

The Impact of Express Company's Service Failure on Online Customer Satisfaction and Loyalty from the Perspective of Mental Accounting Theory and Attribution Theory

采用情景模拟法,运用心理账户理论及归因理论,分别测评了消费者在网购过程中,服务协作商快递公司服务失误类型(结果失误、过程失误、交互失误)及快递公司选择来源(网店默认、顾客选择)对服务主供商网店的顾客满意和忠诚的影响。研究发现:快递公司服务失误类型及快递公司选择来源对网店的顾客满意和忠诚具有显著差异影响,表现为:无论是网店默认的快递公司还是顾客自己选择的快递公司,快递公司过程失误对网店的顾客满意和忠诚的负向影响程度最大,其次是结果失误,最后是交互失误;无论是结果失误、过程失误还是交互失误,网店默认的快递公司造成的服务失误对网店顾客满意和忠诚的负向影响程度要大于顾客自己选择快递公司造成的服务失误对网店顾客满意和忠诚的负向影响程度。

Based on the method of scenario simulation, mental accounting theory and attribution theory, the effect of service collaboration Express company＇s failure types （result failure, process failure, interaction failure） and the selection sources of Express company （online shop choice, cus tomers choice） on main service provider＇s customer satisfaction and loyalty are measured when con sumers do the online shopping . The study finds.. Express company＇s service failure types and the selection sources of Express company have different impact on customer satisfaction and loyalty significantly. To be specific, no matter who makes the choice of Express company, the negative im pact of Express company＇s process failure on the shop＇s customer satisfaction and loyalty is the lar gest, followed by result failure, and finally the interaction failure. No matter what the failure, result failure, process failure or interaction failure, the negative impact of service failures caused by Express company chosen by online shop default on customer satisfaction and loyalty is greater than those caused by Express company chosen by customers.