国外消费者宽恕研究综述及趋势展望
发布时间：2018-12-19 13:45
【摘要】：产品危机或服务失误发生后,补救措施作为外部刺激,其根本目的在于激起消费者的内部响应,引导消费者宽恕。消费者宽恕是企业长期服务补救努力的关键所在,可为企业创造极高的价值,对重构双方关系、实现顾客保留具有重要作用。深入研究消费者宽恕的形成机理及其作用机制具有重要的理论与实践意义。目前,虽然国内外学者已经开始重视对消费者宽恕的研究,但相关理论研究还不够深入,理论框架也不够完善。未来的研究应对消费者宽恕测量工具的开发、消费者个体差异对宽恕的影响、消费者宽恕结果变量的实证研究、情境宽恕的跨文化实证研究予以重点关注。
[Abstract]:After product crisis or service failure occurs, remedial measures as an external stimulus, its fundamental purpose is to stimulate the internal response of consumers, guide consumer forgiveness. Consumer forgiveness is the key of long-term service remediation efforts, which can create high value for enterprises and play an important role in reconstructing bilateral relations and realizing customer retention. It is of great theoretical and practical significance to study the formation mechanism and mechanism of consumer forgiveness. At present, scholars at home and abroad have begun to pay attention to the research of consumer forgiveness, but the relevant theoretical research is not deep enough, and the theoretical framework is not perfect. Future studies should focus on the development of consumer forgiveness measurement tools, the impact of consumer individual differences on forgiveness, empirical research on consumer forgiveness outcome variables and cross-cultural empirical research on situational forgiveness.
【作者单位】： 中国人民大学商学院市场营销系;
【分类号】：F014.5
本文编号：2387008
[Abstract]:After product crisis or service failure occurs, remedial measures as an external stimulus, its fundamental purpose is to stimulate the internal response of consumers, guide consumer forgiveness. Consumer forgiveness is the key of long-term service remediation efforts, which can create high value for enterprises and play an important role in reconstructing bilateral relations and realizing customer retention. It is of great theoretical and practical significance to study the formation mechanism and mechanism of consumer forgiveness. At present, scholars at home and abroad have begun to pay attention to the research of consumer forgiveness, but the relevant theoretical research is not deep enough, and the theoretical framework is not perfect. Future studies should focus on the development of consumer forgiveness measurement tools, the impact of consumer individual differences on forgiveness, empirical research on consumer forgiveness outcome variables and cross-cultural empirical research on situational forgiveness.
【作者单位】： 中国人民大学商学院市场营销系;
【分类号】：F014.5
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