需要满足之后顾客会欣喜吗?——基于参与情境的调节作用分析

Will Meeting Customers＇ Need Make Them Delighted？：The Moderating Role of Involvement Context

由于顾客欣喜与忠诚密切相关，顾客欣喜问题越来越受到实践者和学者的广泛关注。以超市和餐饮服务的顾客调查为依据，本文探讨了安全需要、公平需要和尊重需要对顾客满意和欣喜的影响，考察了参与情境的调节作用。研究发现安全需要、公平需要和尊重需要都显著影响顾客满意，公平需要和尊重需要显著影响顾客欣喜，安全需要则对顾客欣喜没有显著影响。在不同参与情境下，这三种顾客服务需要在驱动顾客满意和顾客欣喜上发挥着不同的效用，低参与情境下，满足安全需要更易驱动顾客满意；高参与情境下，满足公平需要更易驱动顾客满意，而满足尊重需要则可驱动顾客欣喜。

Customer delight has gained considerable attention of scholars and practitioners due to the high correlation between customer delight and loyalty. This paper explored the moderating role of customer involvement context on the relationship between service needs, customer satisfaction and delight on the basis of a customer survey conducted by supermarkets and food service industry. Applying multiple-group analysis method, we found that fairness need and esteem need affected customer satisfaction and delight significantly, while security need affected satisfaction greatly yet did not affect delight. Additionally. we found that service needs had different effects on satisfaction and delight in different customer involvement context. In the low involvement context, satisfying security need had the biggest impact on satisfaction. While in the high involvement context, satisfying fairness need had the biggest impact on satisfaction and satisfying esteem need had the biggest impact on delight.