基于信任的顾客抱怨的调节
发布时间：2018-12-13 00:28
【摘要】：在消费者与企业关系中,顾客因为服务的失败而产生不满意,从而产生抱怨行为。本文研究了顾客感知的服务质量对顾客抱怨程度和方式的影响,通过模拟情境实验法进行了实证研究。结果表明:顾客感知的服务质量对顾客抱怨程度具有负向影响。当顾客对企业的善意信任与能力信任对称(均高或者均低)的时候,顾客倾向于品牌转换;当顾客对企业的善意信任与能力信任非对称(高低搭配)的时候,顾客倾向于负面口碑的抱怨方式。顾客信任对顾客抱怨的程度和方式均有调节作用,能力信任的调节作用大于善意信任,这种作用在抱怨程度低的时候更加明显。
[Abstract]:In the relationship between consumers and enterprises, customers are dissatisfied with the failure of service, which leads to complaining behavior. This paper studies the effect of customer perceived quality of service on the degree and manner of customer complaint, and makes an empirical study by simulated situational experiment. The results show that the perceived quality of service has a negative effect on the degree of customer complaint. When customers' goodwill trust and ability trust are symmetrical (both high and low), customers tend to switch brands. When customers' goodwill trust and ability trust are asymmetric (high and low), customers tend to complain of negative word of mouth. Customer trust has a moderating effect on the degree and manner of customer complaint, and the regulatory effect of ability trust is greater than that of goodwill trust, which is more obvious when the degree of complaint is low.
【作者单位】： 南昌大学旅游学院;广东外语外贸大学南国商学院;
【基金】：江西省高校人文社科青年项目“服务失败后顾客抱怨与服务补救研究”(GL1338) 广东省交通运输厅科技项目(2015-02-064) 广东高校重点平台项目(2015WQNCX199)
【分类号】：F274
本文编号：2375519
[Abstract]:In the relationship between consumers and enterprises, customers are dissatisfied with the failure of service, which leads to complaining behavior. This paper studies the effect of customer perceived quality of service on the degree and manner of customer complaint, and makes an empirical study by simulated situational experiment. The results show that the perceived quality of service has a negative effect on the degree of customer complaint. When customers' goodwill trust and ability trust are symmetrical (both high and low), customers tend to switch brands. When customers' goodwill trust and ability trust are asymmetric (high and low), customers tend to complain of negative word of mouth. Customer trust has a moderating effect on the degree and manner of customer complaint, and the regulatory effect of ability trust is greater than that of goodwill trust, which is more obvious when the degree of complaint is low.
【作者单位】： 南昌大学旅游学院;广东外语外贸大学南国商学院;
【基金】：江西省高校人文社科青年项目“服务失败后顾客抱怨与服务补救研究”(GL1338) 广东省交通运输厅科技项目(2015-02-064) 广东高校重点平台项目(2015WQNCX199)
【分类号】：F274
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