前景理论视角下顾客参与、调节聚焦对网购服务补救效果的影响

The Influence of Customer Participation and Regulatory Focus on Online Shopping Service Recovery from the Perspective of Prospect Theory

基于前景理论的视角,以参与服务补救的顾客为研究对象,检验了顾客参与在两类服务补救措施和补救满意度关系中的调节作用,及这种调节作用在不同调节聚焦顾客中的差异。研究结果显示:顾客参与在服务补救措施和服务补救满意度关系中起调节作用。在顾客参与程度中等时,经济利益补救对服务补救满意度的影响最大;在顾客参与程度低时,社会利益补救对服务补救满意度的影响最大。顾客参与在经济利益补救和服务补救满意度关系中的调节作用均存在于促进性聚焦和防御性聚焦顾客身上,而其在社会利益补救和补救满意度关系中的调节作用只存在于防御性聚焦顾客身上。

From the perspective of prospect theory,taking customer participating in service recovery as the research subject,this paper explores the moderating effect of customer participation on the relationship between two types of service recovery measures and service recovery satisfaction and the differences of the moderating effect on different regulatory focused customers.The results show that customer participation has a moderating effect on the relationship between service recovery measures and service recovery satisfaction.When the degree of customer participation is medium,economic benefit recovery has the greatest influence on service recovery satisfaction.When the degree of customer participation is low,social benefit recovery has the greatest impact on service recovery satisfaction.The moderating effect of customer participation on the relationship between economic benefit recovery and service recovery satisfaction exists in both promotion-focused and prevention-focused customers,while the moderating effect of customer participation on the relationship between social benefit recovery and service recovery satisfaction only exists in prevention-focused customers.