服务交付时企业主动交互对顾客情感和行为意向的影响

The Influence of Enterprise's Active Interaction on Customer's Emotion and Behavioral Intention during Service Delivery

服务交付质量研究逐渐从关注企业在服务失败后被动性交互的服务补救,发展到一开始就预防服务失误发生的主动性交互行为。旨在比较服务交付情境下企业员工主动性交互与被动性交互对顾客情感及行为意向的影响差异。基于社会交换理论和积极情感理论,构建了服务交互类型对顾客行为(意向)影响的研究模型。采用两个2×2情景模拟实验对模型进行验证,结果表明:(1)服务交付时主动交互比被动交互更能带来更高水平的顾客积极情感、重购意愿和正面口碑;(2)顾客积极情感对重购意愿和正面口碑有正向影响,且在交互类型对顾客行为意向的影响中具有部分中介作用;(3)关系质量在交互类型对顾客积极情感的影响中起到调节作用;(4)交互联系人利他/利己动机在交互类型对顾客积极情感的影响中未能起到调节作用。文章对于丰富和发展服务交付理论和实践具有重要意义。

The research on service delivery quality has gradually developed from focusing on service recovery of passive interaction of enterprises after service failures to proactive interaction behaviors that prevent service failures from the very beginning.The purpose of this study is to compare the effects of active and passive employee interactions on customer emotion and behavioral intentions in the context of service delivery.Based on social exchange theory and positive affect theory,a research model of the influence of service interaction types on customer behavior(intention)is constructed.Two 2×2 scenario simulation experiments are used to verify the model,and the results show that:(1)Active interaction during service delivery can bring higher levels of customer positive emotion,repurchase intention and positive word of mouth than passive interaction.(2)Customer positive emotion has a positive impact on repurchase intention and positive word of mouth,and has a partial mediating role in the influence of interaction type on customer behavior intention.(3)Relationship quality plays a role in the influence of interaction type on customer positive emotion to the regulating effect.(4)The altruistic/egoistic motivation of interaction contacts failed to moderate the influence of interaction type on customer's positive affect.The article has important implications for enriching and developing service delivery theory and practice.