本研究探讨服务补救过程中顾客感知、顾客认同和顾客后续行为意向之间的关系。实证研究发现,非制度性顾客感知(补救主动性、有形补偿、响应速度、道歉)和制度性顾客感知(理赔声明、防范制度和措施)正向作用于顾客认同。顾客认同正向作用于顾客后续行为意向(顾客满意、重购意向和口碑传播)。
Abstract
This study focuses on the relation among customer perception, customer identification and customer behavior. Through the empirical analysis, the study finds out that non-institutional customer perception (recovery initiative, tangible compensation, response speed, and apology) and institutional customer perception (claims statement, guard system and measures) have significant positive influence on customer identification. Customer identification has a significant positive impact on customer satisfaction, repurchase intention and word-of-mouth.
关键词
服务补救 /
顾客认同 /
影响因素
Key words
service recovery /
customer identification /
affecting factors
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基金
浙江省哲学社会科学基金项目"不良顾客情境下服务企业一线员工反应的模式和影响机理研究——理论和浙江实证" (项目编号:14NDJC093YB,2014.6-2016.12)、浙江省自然科学基金项目"服务补救过程中顾客参与、知识转移和企业服务创新研究——理论和浙江实证" (项目编号:LQ13G020003,2013.1-2015.12)和浙江省软科学基金项目"浙江科技企业自发式创业孵化模式及其创新性复制研究" (项目编号2015C35005,2015.7-2017.6)。
