企业形象对服务失误的过滤机制研究

Study on the Mechanism of Corporate Image Filtering Service Failures

通过区分功能形象和情感形象两个维度,构建了企业形象对服务失误过滤的双通道机制(评价和情感机制)。基于对餐饮行业两类典型服务失误场景的调查数据,采用结构方程模型的方法对模型变量关系进行了检验。结果表明:功能形象显著正向影响期望服务,期望服务显著正向影响服务失误严重程度;同时情感形象显著正向影响容忍性,容忍性显著负向影响服务失误严重程度。

The two-channel mechanism is developed corporate image （functional image vs affective image） filters service failures in this paper. A structural equation model is employed to test the relationships of the research model using survey data collected from the catering industry. The results show that functional image has a significant positive impact on service expectation, and affective image has a significant positive impact on tolerance. Meanwhile, service expectation and tolerance have positive and negative influences on service failure severity, respectively.