遭遇服务失误消费者重复购买行为因素探究

Empirical Study of Factors Affecting Consumer Repeat Purchasing Behavior in Service Failure

针对服务失误情境下,服务企业如何提高竞争力、吸引顾客重复购买的问题,探索影响消费者行为不转换服务商的因素。通过文献查阅、深度访谈和专家咨询,提炼22个影响因素,并利用探索性因子分析和验证性因子分析,将22个因素归纳为6类;采用主成分分析方法计算出6类因素权重从高到低依次排序是成本因素、收益因素、信任因素、渠道因素、关系因素和替代品因素,进而通过独立样本T检验发现,消费者性别、关系类型对消费者遭遇服务失误重复购买行为有影响,而消费者损失类型对其影响不显著。

In service failure situations,service enterprises should consider how to improve the competitiveness and attract customers to repeat purchase. This paper explores the factors affecting consumer behavior related to not conversion service provider. First,based on the previous literature,depth interviews and pre-investigations,the paper put forward 22 factors that may affect customers＇ behavior of repeat purchasing in service failure. Through exploratory factor analysis and confirmatory factor analysis,these 22 factors are grouped into six categories. Then the authors calculate and weigh these six categories based on the principal component analysis,that is the＂cost factor＂＂profit factor＂＂trust factor＂＂relationship factors＂＂channel factors＂and＂alternative factors＂. Second,independent samples T test shows that gender and relationship types have certain influence on the consumers＇ behavior of non-switching when encountering service failure,but the influence of loss types is not significant.