歧视知觉对顾客满意影响研究

消费升级背景下,消费者更加追求情感性及社会性感知价值,同时也敏感于服务互动过程中的语气、手势、眼神及措辞等,而在感知目标期望不一致的情况下往往会不满意。本文以医疗服务行业为研究对象,构建歧视知觉对顾客满意影响的研究模型,结果发现:歧视知觉会消极影响顾客满意,顾客情绪是该影响的具体心理反应过程;社会共情会调节该影响,相对于没有感受到社会共情的消费者,得到社会共情支持的消费者满意度明显比较高。因此,企业应通过加强员工敏感性培训、提高员工满意度和全面塑造顾客导向企业文化等措施减少或消除服务互动中的歧视知觉,提高顾客满意和忠诚。

In the context of consumption upgrade,consumers are more interested in emotional and social perceived values,and are also sensitive to mood,gesture,eyes and wording in the process of service interaction.They are often dissatisfied when the perceived target expectations are inconsistent.Using the medical service industry as the research object to construct a research model of the impact of discriminatory perception on customer satisfaction,this paper shows that discriminatory perception will negatively affect customer satisfaction,and customer emotion is the specific psychological reaction process of the impact;social empathy will adjust the impact,and consumer satisfaction degree supported by the social empathy is obviously higher with respect to the consumers who do not feel the social empathy.Therefore,enterprises should reduce or eliminate discriminatory perceptions in service interactions by enhancing employee sensitivity training,improving employee satisfaction,and fully shaping customer-oriented corporate culture,and improve customer satisfaction and loyalty.