服务场所中顾客不当行为的责任归因对同属顾客重购意愿的影响研究

发布时间：2018-04-13 08:12

本文选题：顾客不当行为 + 归因理论　；参考：《华南理工大学》2015年硕士论文

【摘要】：在服务场所中,顾客不当行为事件常有发生,随着顾客对消费过程和消费体验的重视,越来越多的学者以及企业开始重视顾客的不当行为事件。在不当行为事件背景下,有很多学者从企业、员工、不当行为实施者本身的角度研究,但是从同属顾客的角度进行研究的并不是很多,而这正是服务企业最想把握的那部分目标顾客。因此,本研究以服务场所中其他顾客不当行为事件为背景,从同属顾客的视角出发,借鉴前人对顾客不当行为、归因理论、顾客抱怨以及顾客重购意愿的研究,运用定量实证研究方法,基于归因理论,研究顾客不当行为对同属顾客的抱怨行为和重购意愿的影响。在填补理论的基础上,为企业实践提供理论借鉴,使企业能够重视顾客不当行为事件下同属顾客的抱怨行为,了解同属顾客的抱怨行为以及抱怨对其重购意愿的影响,从而有针对性的解决顾客不当行为问题,重获顾客的信任。本研究在现有归因理论、顾客抱怨和顾客重购意愿相关理论研究的基础上,提出本研究的模型与假设,并通过问卷调查的方式收集了264个样本数据。在描述性统计分析、信度和效度分析的基础上,对数据进行方差分析、相关分析和回归分析,验证研究假设,并得出以下结论:责任归因与顾客抱怨显著相关,将责任归因于企业的同属顾客的私下抱怨、向企业直接抱怨和向第三方抱怨显著强于将责任归因于不当行为实施者的同属顾客;将责任归因于企业的同属顾客的负向重购意愿强于将责任归因于不当行为实施者的同属顾客;顾客抱怨中的私下抱怨和向第三方抱怨负向影响顾客重购意愿,向企业直接抱怨正向影响顾客的重购意愿;私下抱怨和向第三方抱怨在责任归因与顾客重购意愿之间起到部分中介作用。基于以上结论,结合企业的实际运营,本研究提出了“预防——发现——解决”的“沙漏”流程,有针对性地解决服务企业中的顾客不当行为事件,为服务企业提供参考。
[Abstract]:In service places, customer misconduct events often occur. With the attention of customers to the consumption process and consumption experience, more and more scholars and enterprises begin to attach importance to customer misconduct events.In the context of misconduct, there are many scholars from the perspective of enterprises, employees, the perpetrators of misconduct themselves, but from the perspective of the same customer is not a lot of research,And this is the service enterprise most want to grasp that part of the target customers.Therefore, in the context of other customer misconduct events in the service place, from the perspective of the same customer, this study draws lessons from the previous research on customer misconduct, attribution theory, customer complaint and customer repurchase intention.Based on attribution theory, this paper studies the influence of customer misconduct on the complaint behavior and repurchase intention of the same customer by using quantitative empirical research method.On the basis of filling theory, it provides theoretical reference for enterprise practice, so that enterprises can attach importance to the complaint behavior of the same customer under the event of customer misconduct, understand the complaint behavior of the same customer and the influence of complaint on their repurchase intention.In order to solve the problem of customer misconduct and regain the trust of customers.Based on the existing theories of attribution, customer complaint and customer repurchase intention, this study proposes the model and hypothesis of this study, and collects 264 sample data by questionnaire.On the basis of descriptive statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and regression analysis were carried out to verify the research hypothesis, and the following conclusions were drawn: responsibility attribution was significantly related to customer complaints.The liability is attributed to the private complaint of the same customer of the enterprise, and the direct complaint to the enterprise and the complaint to the third party are significantly better than the customers who attribute the responsibility to the perpetrator of the misconduct;It is better to attribute liability to the negative repurchase intention of the same customer of the enterprise than to the same customer who ascribes the responsibility to the perpetrator of the misconduct; the private complaint in the customer complaint and the negative complaint to the third party affect the customer's willingness to repurchase.Direct complaints to enterprises directly affect customers' willingness to repurchase; private complaints and complaints to third parties play part of the intermediary role between liability attribution and customers' willingness to repurchase.Based on the above conclusions and combined with the actual operation of the enterprise, this study puts forward the "hourglass" process of "prevention-discovery-solution", which aims to solve the customer misconduct events in service enterprises and provide reference for service enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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