【作者】 郭贤达； 陈荣； 谢毅；

【Author】 Hean Tat Keh1, Rong Chen2, Yi Xie1 (1. Department of Marketing, Guanghua School of Management, Peking University; 2. Department of Marketing, School of Economics and Management, Tsinghua University)

【机构】 北京大学光华管理学院市场营销系； 清华大学经济管理学院市场营销系；

【摘要】 本文将感知公平的三个维度作为决定消费者对服务补救满意度的前置变量,考查了顾客服务失败补救后的满意度和情感承诺对消费者行为意向的影响。本研究以电信行业为背景,采用了情景描述实验的方法调查了441名中国消费者在具有代表性的服务失败和服务补救中的反应。研究结果显示分配公平和交互公平影响顾客服务失败补救后的满意度,并增强他们对服务提供商的情感承诺。服务补救后顾客满意度和情感承诺均与拥护意向存在正相关关系,其中服务补救后顾客满意度的作用更强大。最后,总结了本文的研究结果在学术和应用方面的启示,并提出未来的研究方向。更多还原

【Abstract】 Using the three dimensions of perceived justice as cognitive antecedents in determining customers’ satisfaction with failure recovery, we examine the effects of customers’ post-recovery satisfaction and affective commitment on their behavioral intentions. We conduct a scenario-based experiment based on the telecommunications industry by surveying 441 actual Chinese consumers. The results suggest distributive and interactional justice will influence customers’ post-recovery satisfaction, which in turn enhances their affective commitment to the service provider. Both post-recovery satisfaction and affective commitment are positively related to advocacy intentions, interestingly post-recovery satisfaction has relatively stronger influence on advocacy intention. Theoretical and managerial implications, as well as future research directions are also provided.更多还原