员工热情和能力与关系质量对消费者宽恕意愿的影响——基于在线旅游平台系统的研究

The Influence of Employee Warmth and Competence and Relationship Quality on Consumer Forgiveness Intention:A Study in Online Travel Agency Systems

在线旅游平台系统中,由在线旅游平台、服务提供商和顾客所组成的三元交互关系让服务失误发生后的情况更为复杂,服务补救在此情景下的效应值得更多关注。本文通过情景实验,从员工行为表现和关系质量两个视角探讨在线旅游平台系统中服务补救的影响机制。研究表明,服务提供商员工的高热情低能力对顾客与服务提供商的关系质量、顾客与在线平台的关系质量有正向影响;顾客与服务提供商的关系质量对顾客与在线平台的关系质量有正向影响;顾客与在线平台的关系质量对顾客对于在线平台的宽恕意愿有正向影响。本研究有助于拓展服务补救理论在不同场景中的适用性,进一步探索了顾客产生宽恕意愿的前因,为改进在线旅游平台对于服务提供商的管理提供指导。

The triadic interaction relationship among online platform,service providers,and customers makes the situation more complicated after service failures occur,and the effectiveness of service recovery in this scenario deserves more attention.The impact mechanisms of service recovery in online travel platform systems were investigated from the perspectives of employee behavior and relationship quality through scenario experiments.The results show that the relationship quality between customers and service providers,and between customers and online platforms is positively affected by high warmth and low competence of service providers’employees.The relationship quality between customers and online platforms is positively affected by the relationship quality between customers and service providers.The customers’willingness to forgive the online platforms is positively affected by the relationship quality between customers and online platforms.The above findings are helpful to enrich the service recovery theory,explore the antecedents of customer forgiveness intention in the online platform ecosystem,and guide the improvement of the management of service providers and the maintenance of customer relationships on the tourism platform.