服务补救透明对潜在消费者正向口碑的影响

Research on the Effects of Service Recovery Transparency on Positive Word of Mouth of Potential Consumers

文章基于信号理论,研究数字环境中服务补救透明对潜在消费者正向口碑的影响。结果表明:相较于不透明,服务补救透明对潜在消费者正向口碑存在显著正向影响;信任在服务补救透明和潜在消费者正向口碑之间发挥中介作用;更为重要的是,潜在消费者的内隐人格倾向调节服务补救透明对信任的影响以及通过信任影响潜在消费者正向口碑,即潜在消费者是渐变论倾向时,服务补救透明对信任有提升作用,并通过信任对正向口碑产生积极影响,反之作用不显著。通过探索服务补救透明对潜在消费者正向口碑的影响路径和边界条件,丰富了服务补救透明的理论研究,并为管理者响应数字环境中的消费者抱怨提供了管理启示。

Based on signal theory,this paper studies the impact of service recovery transparency on potential consumers'positive word-of-mouth in digital environment.The results show that compared with opacity,service recovery transparen⁃cy has a significant positive impact on the positive word-of-mouth of potential consumers;trust plays an intermediary role between the transparency of service recovery and the positive word-of-mouth of potential consumers;more importantly,the implicit personality tendency of potential consumers regulates the impact of service recovery transparency on trust and the positive word-of-mouth of potential consumers through trust,that is,when potential consumers have a gradual tenden⁃cy,service recovery transparency can enhance trust and have a positive impact on positive word-of-mouth through trust,on the contrary,the effect is not significant.By exploring the impact path and boundary condition of service recovery trans⁃parency on potential consumers'positive word-of-mouth,this paper enriches the theoretical research of service recovery transparency,and provides management enlightenment for managers to respond to consumers'complaints in the digital en⁃vironment.