服务补救、感知控制对消费者正面口碑传播意愿的影响研究

A Study of the Impact of Service Recovery and Perceived Control on the Consumers' Willingness to Engage in Positive Word-of-mouth

文章以服务失误作为研究背景,以消费者正面口碑传播意愿作为因变量,探讨促进消费者正面口碑传播意愿的影响因素及其产生机理。首先,文章通过探索性研究发现,服务补救、感知控制是影响消费者正面口碑传播意愿的关键因素;其次,将服务补救细分为有形补偿、响应速度、道歉和补救主动性,验证了它们对正面口碑传播意愿的直接影响作用;再次,检验了服务补救在影响正面口碑传播意愿过程中感知控制的调节作用。实证研究表明:感知控制在有形补偿、响应速度和补救主动性对正面口碑传播意愿的影响关系中起到正向调节作用,而对道歉的调节作用并不明显。最后,分析了该研究的管理启示、研究不足与未来的研究方向。

The paper, by taking service failure as the research background and consumers’ willingness to engage in positive word-of-mouth as the dependent variable,discusses the influencing factors which can promote consumers’willingness to en-gage in positive word-of-mouth and the generation mechanism. Firstly,it finds that,through an exploratory study,service re-covery and perceived control are the key factors affecting consumers’willingness to engage in positive word-of-mouth. Second-ly,the service recovery is further subdivided into tangible compensation,response speed,apology and redress initiative,and the direct impact they have on the willingness to engage in positive word-of-mouth is verified. Thirdly, the regulation of per-ceived control in the process of service recovery affecting the willingness to engage in positive word-of-mouth is examined. The empirical research shows that perceived control plays a positive role in regulating the impact relations of tangible compensation, response speed and remediation initiative on the willingness to engage in positive word-of-mouth, while its regulating role in apology is not obvious. Finally,the paper analyzes the research’s managerial implications,drawbacks and future directions.