作　　者： ; ;

机构地区： 华南理工大学工商管理学院

出　　处： 《管理评论》 2017年第1期175-186,共12页

摘　　要： 以往对服务失误的研究大多集中在传统服务行业,缺乏网络购物情境下的理论构建与实证研究。以281名有服务失误及补救经历的大学生、公司白领等为研究对象,构建结构方程模型,深入探讨网络购物情境下具体服务失误类型、服务补救对顾客二次满意、忠诚度的影响。结果显示:遭遇过程失误的顾客更期望获得心理补救,遭遇结果失误则更期望获得实质补救;实质性补救会带来更高的顾客二次满意与忠诚度;顾客二次满意正向影响顾客忠诚度。研究结果揭示了网络购物服务失误类型、服务补救及效果的具体作用路径,可为服务商制定有效的服务补救策略提供指导。 Most of previous studies just focused on the traditional service industries and there is still lack of service failure theoretical construction and empirical research under the context of online shopping service failure. Based on the service failure and recovery theory in the traditional service industries,this paper draws samples from 281 college students and corporate employers who have service failure experience,and adopts structural equation modeling to explore the relationships among service failure,service recovery,customer satisfaction after recovery and loyalty in the online shopping context. The results show that： for process failure,customers tend to get physical compensations,while for result failure,customers tend to get physical compensations; customers＇ cognition of tangible recovery can bring greater customer satisfaction and loyalty than that of psychology recovery; online shopping customer satisfaction after recovery has a positive impact on customer loyalty. The results reveal the specific influence paths of service failure,service recovery and effects,and also provide some guidelines for online business to make effective service recovery strategies.

关 键 词： 网络购物 服务失误 服务补救 顾客二次满意 顾客忠诚度

领　　域： [经济管理] [经济管理]