不同服务失误情境下顾客自我威胁感知对抱怨动机的影响——自我监控的调节作用

The effect of customer’s self-threats perception on complaining intention in the context of service failure: the moderating role of self-monitoring

此前关于顾客抱怨行为的研究重在服务失误如何直接导致顾客的外在行为,而忽略了顾客个体对服务失误的心理认知。文章从自我概念的视角研究服务失误如何引发顾客抱怨动机,以旅行社游客为被试,采用有控制的情景模拟实验,检验了不同服务失误情境下顾客自我威胁感知对抱怨动机的影响,同时考查了顾客自我监控性的调节作用,希望揭示服务失误情境下顾客抱怨动机产生的心理机制以及相关的情境因素。研究结果表明,服务交付系统失误对顾客公开自我威胁感知有正向影响,对顾客需求反应失误既正向影响顾客公开自我威胁,又正向影响顾客私下自我威胁;员工自发而多余行为失误仅对顾客私下自我威胁有正向影响;顾客自我威胁感知对抱怨动机有正向影响,在服务失误与顾客抱怨动机之间起到中介作用;自我监控性在自我威胁感知对顾客抱怨动机的影响中起到负向调节作用。研究结果对于服务企业围绕顾客自我概念修复和发展展开抱怨管理,提高服务补救有效性具有重要的启示。

Prior researches on customer’s complaining behavior seem to focus on how service failures directly leads to external behavior of customers,while ignoring psychological perceptions of customer about service failure. This study researches a psychological mechanism of the customer’s complaining behavior from the perspective of self-concepts. Taking travel agency tourists as subjects,the study uses controlled simulation experiment to test the influence of customer’s self-threat perception on complaining motivations in different contexts of service failure,and to investigate the moderating effect of customer’s self-monitoring as well. Results indicate that service delivery system failure has a positive impact on customer’s public self-threat perception,demand response failure positively affects customer’s public self-threat perception and private self-threat perception in the same time;employee’s spontaneous redundant behavior mistake only has a positive effect on customer private self-threat perception;self-threats perception has a mediating effect between service failure and customer’s complaining motivations;self-monitoring has a negative moderating effect on the relationship between self-threats perception and complaining motivations. The conclusions are of great significance for service enterprises to focus on customer’s self-concept restoration to copy with the customer’s complaints.