服务补救互动过程中一线员工的言语和非言语行为对顾客服务补救合作意愿的影响机制研究

A Study of the Impact of Frontline Employees’Verbal and Nonverbal Behaviors on Customers’Service Recovery Cooperation Intention in the Process of Service Recovery Interaction

服务补救互动过程中顾客的合作意愿直接影响企业服务补救措施的实施和效果。文章基于社会信息加工理论,通过问卷调查的方法,构建并检验了服务补救互动过程中一线员工的言语行为和非言语行为对顾客服务补救合作意愿的影响机制模型,考察了热情感知和能力感知的中介作用,以及服务失误类型的调节效应。结果发现:(1)一线员工的言语行为和非言语行为对顾客服务补救合作意愿有显著影响。(2)热情感知和能力感知中介了一线员工的言语行为和非言语行为对顾客服务补救合作意愿的影响,一方面,一线员工非言语行为通过热情感知影响顾客服务补救合作意愿的中介作用强于非言语行为通过能力感知影响顾客补救合作意愿的中介作用;另一方面,一线员工言语行为通过能力感知影响顾客补救合作意愿的中介作用强于言语行为通过热情感知影响顾客服务补救合作意愿的中介作用。(3)服务失误类型是一线员工言语行为和非言语行为影响顾客热情感知和能力感知的调节变量,且失误类型调节了顾客热情感知和能力感知的中介作用强度。文章从员工视角探索顾客服务补救合作意愿的诱发机制,丰富了服务补救领域的相关研究,同时为服务性企业有效进行补救管理提供了理论参考。

Customers’service recovery cooperation intentions in the process of service recovery interaction directly affect the implementation of service companies’service recovery strategies.Based on Social Information Processing theory,this paper examined the impacts of verbal and nonverbal behaviors of front-line employees on customers’service recovery cooperation intentions in the process of service recovery interaction,and investigated the mediated effects of customers’perception about employees’warmth and competence and the moderating effect of service failure types.The results show that:(1)both the appropriateness of front-line employees’verbal and nonverbal behaviors have significant impacts on customers’service recovery cooperation intentions,though the degrees differ;(2)both perceived employees’warmth and competence are mediators of the relation between verbal and nonverbal behaviors of front-line employees and customers’service recovery cooperation intentions.Moreover,the mediating effect of perceived employees’warmth between the appropriateness of front-line employees’non-verbal behaviors and customers’service recovery cooperation intentions is stronger than the mediating effect of perceived employees’competence,and the mediating effect of perceived employees’competence between the appropriateness of front-line employees’verbal behaviors and customers’service recovery cooperation intentions is stronger than the mediating effect of perceived employees’warmth;(3)the service failure types moderate the relationship between frontline employees’behaviors and perceived employees’warmth and competence,and the strength of mediation effect as well.The author believes that the exploration into the influencing factors of customers’service recovery cooperation intentions from the perspective of employees would enrich the relevant research in the field of service recovery,and provide insights to service companies for effective service recovery management.