同属顾客歧视对顾客满意的影响机制研究

Research on the Influential Mechanism of Other-customer Discrimination on Customer Satisfaction

在服务消费过程中,顾客之间不仅存在无意的不当行为,还存在有意的歧视行为。根据刺激(S)—有机体(O)—反应(R)理论,以旅游服务业为研究对象,通过对474个样本调查研究顾客遭受同属顾客歧视后的心理反应以及对顾客满意的影响发现:同属顾客歧视对顾客满意有正向预测作用;服务人员移情负向调节沮丧和无助对顾客满意的影响。

In the process of service consumption,there exists not only unintentional misbehavior,but also intentional discrimination between customers.According to the Stimulus(S)-Organisms(O)-Response(R)theory,the paper takes the tourism service industry as the research object to make a research on customer psychological reactions and the impact on customer satisfaction after suffering other-customer discrimination by surveying 474 samples.The research finds that:other-customer discrimination has a positive predicting impact on the customer satisfaction;the empathy level of service personnel negatively moderates the impact of frustration and helplessness on customer satisfaction.