服务失败情境下银行声誉对理财顾客应对行为的影响研究

Influence of Bank Reputation on Response Behaviors of Financial Customer in the Context of Service Failure

随着银行理财业务的快速发展,服务失败的情况时而发生。当出现服务失败时,银行理财顾客往往会采取相应的应对行为。而银行声誉又是影响理财顾客应对行为的关键变量。因此,笔者关注服务失败情境下银行声誉对理财顾客应对行为的影响作用机制。通过实证检验了银行声誉对理财顾客应对行为的直接影响,及其通过消极情绪和责任归因对理财顾客应对行为产生的间接影响,并检验了购买经历满意度的调节作用,以期为银行在服务失败情境下的相关实践提供有效的指导与借鉴。

With rapid development of bank financial service, service failure occurs inevitably. Financial customer may take some response behaviors in the context of service failure. And ＂bank reputation＂ is a key variable influencing ＂response behaviors of financial customer＂. Therefore, this paper discusses influence mechanism of ＂bank reputation＂ on ＂response behaviors of financial customer＂. Examines direct effects of ＂bank reputation＂ on ＂respons~ behaviors of financial customer＂, and examines indirect effects on ＂response behaviors of financial customer＂ by ＂negative emotion＂ and ＂attribution of responsibility＂. What＇s more, examines the moderating role of ＂satisfaction of purchase experience＂. In order to provide effective guidance and reference for bank in the context of service failure.