服务补救对消费者正面口碑传播意愿的影响:品牌依恋的调节作用分析

The Moderating Role of Brand Attachment on the Relationship between Service Recovery and Positive Word-of-Mouth Intention

口碑传播逐渐成为各行业,尤其是服务行业现有或潜在消费者购买决策的重要信息来源。本研究采取问卷调查的方法,以268个有效样本为研究对象,探究了服务失误背景下,服务补救、品牌依恋对消费者正面口碑传播意愿的影响作用。结果表明:响应速度、道歉、补救主动性及有形补偿对消费者正面口碑传播意愿均有正向影响效应;品牌依恋与消费者正面口碑传播意愿呈正相关关系;品牌依恋在响应速度、道歉和有形补偿对正面口碑传播意愿的影响关系中起到正向调节作用,而对补救主动性的调节作用并不明显。

Word-of-mouth has gradually become an important information source to the existing or potential consumers for purchase decision-making in various industries, especially in service industry. This paper uses questionnaires and survey data from 268 samples to explore the influence of service recovery and brand attachment on consumers’ positive word-of-mouth intention in the context of service failure. The result shows that：response speed, apology, redress initiative and tangible compensation have significant positive impact on consumers’ positive word-of-mouth intention; Besides, brand attachment can promote consumers’ positive word-of-mouth intention. It is also found that brand attachment plays a moderator role in the relations among tangible compensation, response speed, apology and positive word-of-mouth intention, while this moderating effect is not significant on remediation initiative.