【摘要】 "顾客沉默"是企业服务失败时经常遇到的现象,现有研究多是建议企业采用事前补救措施而未对其适用条件给出明确界定。本研究基于顾客责任归因视角,通过五个实验分析了事前补救类型与顾客参与程度相匹配对补救绩效和顾客购买意愿的影响。实验一A在操纵了相同服务行业的情境下,证明高顾客参与与服务承诺相匹配、低顾客参与与预防性服务补救相匹配可以提升补救绩效;实验一B进一步扩展,证明高顾客参与服务行业与服务承诺相匹配,低顾客参与服务行业与预防性服务补救相匹配可以提升补救绩效。实验二检验相对剥夺感的中介作用和责任归因的解释机制,构建了完整的理论机制。实验三验证了顾客参与程度与事前补救类型相匹配不仅可以提升补救绩效,还可以增强购买意愿。实验四则通过现场实验拓展了研究外部效度。本研究为企业面对不同顾客参与程度的服务失败应采取何种事前补救措施提供了理论支持和实践建议。更多还原

【Abstract】 Because service failures are inevitable, in order to avoid customer churn, enterprises often carry out timely and effective service remedies after service failures occur. However, when a service failure occurs, the customer does not necessarily complain to the company, and more customers will choose to remain "silent." These silent customers often vent their dissatisfaction with service errors through negative word of mouth and complaints to third-party agencies. This "silent customer effect" will undoubtedly damage the corporate image invisibly, which will lead to the loss of existing and potential customers, which is extremely unfavorable to service companies.Existing studies mostly recommend that companies adopt prior remedial measures without explicitly defining their applicable conditions. Based on the perspective of customer responsibility attribution, this study analyzed the effect of prior remedy types and customer involvement on remedial performance and customer purchase intention through five experiments. Experiment 1 A manipulated the same service industry and demonstrated that matching high customer engagement with service commitment, matching low customer involvement with preventive service remediation can improve remedial performance; Experiment 1 B further expands, demonstrating high customer engagement. The service industry matches the service commitment, and the matching of low customer participation service industry with preventive service remediation can improve remedial performance. Experiment 2 examined the mediating role of relative deprivation and the explanation mechanism of responsibility attribution, and constructed a complete theoretical mechanism. Experiment 3 verified that matching the degree of customer involvement with the type of prior remedy can not only improve remedial performance, but also increase purchase willingness. Experiment 4 extended the external validity of the study through field experiments. The research conclusions provide a theoretical basis for the study of follow-up customer participation and prior-remedial performance. Different types of prior-remedial should be paid more attention by enterprise managers. Understanding the process of attribution affecting customer attitudes and behaviors will help business managers to better identify customers and find them more effective from the perspective of customers.更多还原