餐饮外卖商家服务补救质量对顾客行为意向的影响研究

The Impact of the Service Recovery Quality of Takeout Catering Merchants on Customer Behavioral Inclinations

近年来,餐饮外卖业蓬勃兴起,伴随着迅速发展的同时,服务失误导致顾客不满的现象也日益增多。本文基于餐饮外卖商家服务失误的特点,构建服务补救质量、二次满意、顾客行为意向三者间影响机制的研究模型,将补救动机感知纳入其中,探索其在服务补救质量与二次满意间的调节作用。利用SPSS 26.0和Process 3.4对调查回收数据进行统计分析,得到如下结论:服务补救质量(程序质量、交互质量、结果质量)对二次满意产生正向影响;服务补救质量对顾客行为意向(重购意向、正向口碑传播)产生正向影响;二次满意对顾客行为意向产生正向影响;二次满意在服务补救质量对顾客行为意向的影响中发挥部分中介作用;补救动机感知在服务补救质量对二次满意的影响中具有调节效应。进而,基于研究结论提出相关建议,为餐饮外卖商家提高补救质量、重获顾客满意提供参考借鉴。

In recent years,with the rapid development of takeout catering industries,occurrences of customer dissatisfaction caused by errors in service have been increased.Based on the characteristics of the service failures,this paper first constructs a research model of the influence mechanism among service recovery quality,secondary satisfaction and customer behavioral inclination,and then studies the effect of the perception of remedial motivation on regulating the secondary satisfaction with the service recovery quality.In this study,SPSS 26.0 and Process 3.4 were used for the statistical analysis of the survey data,and the following conclusions were drawn:The service recovery quality(program quality,interaction quality,result quality)has a positive impact on the secondary satisfaction;the quality of service recovery has a positive impact on the customer behavioral inclination(repurchase intention,positive word-of-mouth brand spreading);the secondary satisfaction has a positive effect on the customer behavioral inclination;the secondary satisfaction plays a partial mediating role in the influence of the service recovery quality on the customer behavioral inclination;the perception of remedial motivation has a regulating effect on the influence of the service remedial quality upon the secondary satisfaction.Finally,based on the research conclusions,relevant suggestions are put forward to provide reference for the takeout catering businesses to improve their quality of remediation and regain customer satisfaction.