预防性服务补救、感知公平对读者行为意向的影响——以高校图书馆为例

The Influence of Preventive Service Remedy and Perceived Equity on Readers' Behavioral Intention:A Case Study of University Libraries

基于顾客心理探索,预防性服务补救为服务补救领域的研究开辟了全新视角。文章以高校图书馆为研究对象,探讨预防性服务补救对读者行为意向的影响,并验证感知公平的调节作用。研究表明:在服务及服务失误发生前主动提供的预防性服务补救信息及补救策略,可以通过读者满意正向影响读者的行为意向(再使用意愿和口碑传播);读者感知公平正向调节预防性服务补救对读者满意的影响,同时能够强化读者满意在预防性服务补救与读者再使用意愿之间的中介效应。

By exploring customer psychology,preventive service remedy opens up a new perspective in the field of service remedy. Taking university libraries as the research object,this paper explores the influence of preventive service remedy on readers’ behavioral intention,and verifies the moderating role of perceived fairness. It shows that the preventive service remedial information and remedial strategies provided voluntarily before service or service failures can positively affect readers’ behavior intention(reuse intention and word-of-mouth) through readers’ satisfaction,and readers’ perceived fairness positively moderates the impact of preventive service remedy on readers’ satisfaction, while strengthening the mediating effect of readers’ satisfaction between preventive service remedy and readers’ reuse intention.