负面在线评论的服务补救对顾客满意的影响研究

发布时间：2018-01-22 20:25

本文关键词： 负面在线评论服务补救感知公平顾客满意　出处：《太原科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,网上零售业发展迅速,淘宝网所占市场份额居高不下,随之而来的负面在线评论也越来越影响淘宝网各零售商家的竞争力。网络商家为了消除负面在线评论,需要对发表负面在线评论的顾客进行服务补救,使顾客达到满意后从而提高竞争力。本文通过对网上零售业负面在线评论的服务补救问题进行全面系统的研究,基于公平理论,将负面在线评论(结果型负面在线评论/过程型负面在线评论)设定为两个情景,被测者被随机分配到一个情景下,然后采用组内设计,将经济补偿(有/无)、响应速度(快/慢)、解释并道歉(有/无)分别操控为两个水平,分成2×2×2×2=16个实验小组。实验对象随机分到每个组合下回答情景模拟下的问卷。根据收集的数据进行实证分析,研究结果表明:服务补救措施对感知公平和顾客满意的影响显著;感知公平在服务补救和顾客满意之间起中介作用;负面在线评论类型不影响响应速度和解释并道歉对程序公平和互动公平的感知,但是影响经济补偿对结果公平的感知。根据研究结论,本文建议网络商家不管发生哪种类型的负面在线评论,都应该具备快速的响应速度和诚恳的解释并道歉,最后针对不同类型的负面在线评论提供适当的经济补偿,最重要的是提高产品自身的质量和品质。
[Abstract]:In recent years, the rapid development of online retailing, Taobao account for a high market share. The negative online reviews also increasingly affect the competitiveness of Taobao retailers. In order to eliminate the negative online reviews, online businesses need to provide service remedies to customers who post negative online comments. This paper makes a comprehensive and systematic study on the service remedy of negative online reviews of online retailing based on the theory of fairness. The negative online reviews (resultant negative online reviews / process negative online reviews) were set up as two scenarios. The subjects were randomly assigned to one scenario and then designed within the group. Control economic compensation (have / no), response speed (fast / slow), explain and apologize (have / no) to two levels respectively. Divided into 2 脳 2 脳 2 脳 2 = 16 experimental groups. The subjects were randomly assigned to each combination to answer the questionnaire under the scenario simulation. The empirical analysis was carried out according to the collected data. The results show that service remedies have significant effects on perceived fairness and customer satisfaction; Perceived fairness plays an intermediary role between service remedy and customer satisfaction; Negative online comment types do not affect response speed and interpretation and apology perception of procedural fairness and interactive fairness, but affect the perception of economic compensation to result fairness. This article suggests that online merchants, no matter what kind of negative online reviews, should have rapid response speed and sincere explanation and apology. Finally, it provides appropriate economic compensation for different types of negative online reviews, and the most important thing is to improve the quality and quality of the product itself.
【学位授予单位】：太原科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274

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