顾客流失前与企业的关系质量对赢回意向的影响研究

The Impact of Relationship Quality before Customer Defection on Win-Back Intention

基于流失顾客受侵犯类型的视角,探讨关系质量对赢回意向影响的边界条件和中介机制。通过两个实验验证关系质量是否会影响顾客的赢回意向,以及感知背叛是否会中介关系质量与受侵犯类型的交互与赢回意向间的关系。研究表明:受侵犯类型在关系质量影响感知背叛和赢回意向的过程中起调节作用,关系质量在可控受侵犯类型下负向作用于顾客赢回意向;高关系质量顾客在可控的受侵犯类型下感知到的背叛更高,因而导致其赢回意向更低;具体赢回策略对赢回意向存在差异性影响,可控受侵犯类型下,对高关系流失顾客而言,道歉策略比经济补偿更有效。

The current research examines the impact of relationship quality on the win-back intention of defected customers,moderating roles of transgressions in the relation between relationship quality and win-back intention and mediating roles of perceived betrayal in the above process from the perspective of transgressions by two experiments.The results show that relationship quality plays a key role in customers’win-back intention.Specifically,transgressions moderate the effects of relationship quality on perceived betrayal and on customers’win-back,and when the company has control(vs.uncontrol)over the transgression,relationship quality negatively(vs.positively)affects the customers’win-back intention.The study also verifies that perceived betrayal mediates the above moderation.Furthermore,the study investigates the different effects of win-back strategies on customers’win-back intention.For customers with high relationship quality,an apology strategy is more effective than monetary compensation in the context of controllable transgression.