服务失误模糊情境下顾客不当行为意向的形成机制研究:基于归因视角

The Formation Mechanism of Customer Misbehavior Intention during Service Failure under Ambiguous Scenario: An Attributional Approach

探明服务失误模糊情境下顾客不当行为意向的形成机制,对服务企业有效预防和避免顾客不当行为有重要意义。本文从归因视角分析了服务失误模糊情境下,社会距离、顾客知识对失误归因及顾客不当行为意向的影响作用。研究发现:社会距离对服务失误的可控性和稳定性归因均有显著正向影响;顾客知识对两类服务失误归因均有显著负向影响;两类服务失误归因对顾客不当行为意向均有显著正向影响;内外控人格特质对社会距离与两类服务失误归因间作用关系起调节作用。

It is of vital importance for service companies to explore the mechanism of the formation of customer misbehavior intention during service failure under ambiguous scenario in order to prevent and avoid customer misbehavior effectively. From the perspective of attribution of service failure,this paper investigates the impact of social distance,customer knowledge on attribution of service failure and customer misbehavior intention during service failure under ambiguous scenario. The results reveal that social distance has a significant positive effect on controllability attribution and stability attribution; customer knowledge negatively affects the two dimensions of attribution of service failure; both of the two dimensions of attribution of service failure have a significant,positive impact on customer misbehavior intension; internal- external locus of control moderates the correlation between social distance and attribution of service failure.