企业社会责任感知与消费者归因对服务性企业服务补救满意度的影响——基于顾客认同的中介作用
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摘要
服务失败是服务性企业日常经营中的常见现象,企业通常以服务补救措施来减少服务失败的影响,但现有服务补救措施瞄准的一般是影响服务失败的直接因素和可控因素。本文立足影响服务失败的深层原因,以来自北京市餐饮企业的270位顾客为研究对象,基于消费者归因的调节作用和顾客认同的中介作用,通过研究企业社会责任感知与服务补救满意度之间的关系,考察了间接因素和非可控因素的影响及作用机制。结果表明:(1)企业社会责任感知这一间接因素能够正向影响顾客认同,并且相比将服务失败归因于企业可控因素的情境,当消费者将服务失败归因于非可控因素时,企业社会责任感知对顾客认同的影响更强;(2)消费者的顾客认同越高,其服务补救满意度相对更高;(3)顾客认同在企业社会责任感知和消费者归因与服务补救满意度的关系中起到部分中介作用。本文的研究拓展了服务管理的研究视野,为发展服务管理措施提供了新的视角。
Service failure is a common phenomenon in the daily operation of service enterprises. Enterprises usually make service remedies to reduce the impact of service failure. However existing researches on this issue are mainly focusing on service failures that caused by direct and controllable factors. Rare researches emphasize on questions of how to remedy service failure caused by uncontrollable factors. Service failure aroused by uncontrollable factors is an unexpected crisis that faced by the company. It affects consumers' attitude towards a company if it can't be well handled with. Thus customer identification and satisfaction will be reduced.Therefore, it is particularly important to make researches on this kind of service failure. This paper, to research further factors that affect service failure, studied the relationship between corporate social responsibility perception and post-service satisfaction, taking 270 customers from Beijing catering enterprises as sample. It also verified the moderating role of consumer attribution and mediating role of customer identification. The results showed the following three main conclusions. 1. There is a positive relationship between the indirect factor corporate social responsibility perception and customer identification. Customer attribution imposes a moderate effect on this relationship. When consumers are more likely to attribute service failures to uncontrollable factors, the impact of corporate social responsibility perception on customer identification is stronger. 2. As has suggested, there is a positive relationship between customer identification and post-service satisfaction. The higher customer identification is, the higher post-service satisfaction is. 3. The relationship between corporate social responsibility perception and post-service satisfaction is mediated by customer identification. When customer's corporate social responsibility perception of a company is high, their identification towards the company is high as well and so their post-service satisfaction towards the company is higher. This research clarified customer satisfaction mechanism after service failure and expanded the view of service management. It also provided a new perspective for developing service management method and achieving higher level of customer satisfaction.
Service failure is a common phenomenon in the daily operation of service enterprises. Enterprises usually make service remedies to reduce the impact of service failure. However existing researches on this issue are mainly focusing on service failures that caused by direct and controllable factors. Rare researches emphasize on questions of how to remedy service failure caused by uncontrollable factors. Service failure aroused by uncontrollable factors is an unexpected crisis that faced by the company. It affects consumers' attitude towards a company if it can't be well handled with. Thus customer identification and satisfaction will be reduced.Therefore, it is particularly important to make researches on this kind of service failure. This paper, to research further factors that affect service failure, studied the relationship between corporate social responsibility perception and post-service satisfaction, taking 270 customers from Beijing catering enterprises as sample. It also verified the moderating role of consumer attribution and mediating role of customer identification. The results showed the following three main conclusions. 1. There is a positive relationship between the indirect factor corporate social responsibility perception and customer identification. Customer attribution imposes a moderate effect on this relationship. When consumers are more likely to attribute service failures to uncontrollable factors, the impact of corporate social responsibility perception on customer identification is stronger. 2. As has suggested, there is a positive relationship between customer identification and post-service satisfaction. The higher customer identification is, the higher post-service satisfaction is. 3. The relationship between corporate social responsibility perception and post-service satisfaction is mediated by customer identification. When customer's corporate social responsibility perception of a company is high, their identification towards the company is high as well and so their post-service satisfaction towards the company is higher. This research clarified customer satisfaction mechanism after service failure and expanded the view of service management. It also provided a new perspective for developing service management method and achieving higher level of customer satisfaction.
引文
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[37]Godfrey,P.C.,Merrill,C.B.,Hansen,J.M..The Relationship between Corporate Social Responsibility and Shareholder Value:An Empirical Test of the Risk Management Hypothesis.Strategic Management Journal,2009,30(4):425-445.
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[39]Klein,J.,Dawar,N..Corporate Social Responsibility and Consumers`Attributions and Brand Evaluations in a ProductHarm Crisis.International Journal of Research in Marketing,2004,21(3):203-217.
[40]Yoon,Y.Z.,Gürhan-Canli,Z.,Schwarz,N..The Effect of Corporate Social Responsibility(CSR)Activities on Companies with Bad Reputations.Journal of Consumer Psychology,2006,16(4):377-390.
[41]Peloza,J.,Shang,J..How Can Corporate Social Responsibility Activities Create Value for Stakeholders?A Systematic Review.Journal of the Academy of Marketing Science,2011,39(1):117-135.
[42]Kwan,H.Y.,Siu,Y.M.,Zhang,J.F..Service Recovery and Identification:The Role of Corporate Social Responsibility and Service Co-creation.International Research Symposium in Service Management,2015.
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[44]Weiner,B..Attributional Thoughts about Consumer Behavior.Journal of Consumer Research,2000,27(3):382-87.
[45]Mattila,A.S.,Ro,H.J..Discrete Negative Emotions and Customer Dissatisfaction Responses in a Casual Restaurant Setting.Journal of Hospitality&Tourism Research,2008,32(1):89-107.
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[2]Choi,B.,La,S..The Impact of Corporate Social Responsibility(CSR)and Customer Trust on the Restoration of Loyalty after Service Failure and Recovery.Journal of Services Marketing,2013,27(3):223-233.
[3]Fornell,C.,Wernerfelt,B..Defensive Marketing Strategy by Customer Complaint Management:A Theoretical Analysis.Journal of Marketing Research,1987,24(4):337-346.
[4]Chuang,S.,Cheng,Y..The Effect of Service Failure Types and Service Recovery on Customer Satisfaction:A Mental Accounting Perspective.Service Industries Journal,2011,32(2):257-271.
[5]Pratibha,A.D.,Brian,I.S..Service Failure and Recovery in Using Technology-based Self-service:Effects on User Attributions and Satisfaction.Service Industries Journal,2012,32(9):1415-1432.
[6]Varela-Neira,C..The Influence of Emotions on Customer`s Cognitive Evaluations and Satisfaction in a Service Failure and Recovery Context.Service Industries Journal,2008,28(4):497-512.
[7]Karande,K.,Magnini,V.P.,Tam,L..Recovery Voice and Satisfaction after Service Failure:An Experimental Investigation of Mediating and Moderating Factors.Journal of Service Research,2007,10(2):187-203.
[8]Hess,R.L.,Ganesan,S.,Klein,N.M..Service Failure and Recovery:The Impact of Relationship Factors on Customer Satisfaction.Journal of the Academy of Marketing Science,2003,31(2):127-145.
[9]Siu,Y.M.,Zhang,J.F.,Kwan,H.Y..Effect of Corporate Social Responsibility,Customer Attribution and Prior Expectation on Post-recovery Satisfaction.International Journal of Hospitality Management,2014,43(1):87-97.
[10]Oliver,R.L.,Swan,J.E..Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions:A Field Survey Approach.Journal of Marketing,1989,53(2):21-35.
[11]Berens,G.,Riel,C.V.,Bruggen,G.V..Corporate Associations and Consumer Product Responses:The Moderating Role of Corporate Brand Dominance.Journal of Marketing,2005,69(3):35-48.
[12]Wirtz,J.,Mattila,A.S..Consumer Responses to Compensation,Speed of Recovery and Apology after a Service Failure.International Journal of Service Industry Management,2004,15(2):150-166.
[13]Wang,H..Corporate Social Responsibility:An Overview and New Research Directions.Academy of Management Journal,2016,59(2):534-544.
[14]Smith,A.K.,Bolton,R.N..The Effect of Customers`Emotional Responses to Service Failures on Their Recovery Effor t Evaluations and Satisfaction Judgments.Journal of the Academy of Marketing Science,2002,30(1):5-23.
[15]Strizhakova,Y.,Tsarenko,Y.,Ruth,J.A..“I am Mad and I Cannot Get that Service Failure off My Mind”Coping and Rumination as Mediators of Anger Effects on Customer Intentions.Journal of Service Research,2012,15(4):414-429.
[16]Bhattacharya,C.B.,Sen,S..Consumer-Company Identification:A Framework for Understanding Consumers`Relationships with Companies.Journal of Marketing,2003,67(2):76-88.
[17]Bosque,I.R.D.,Martín,H.S..Tourist Satisfaction a CognitiveAffective Model.Annals of Tourism Research,2008,35(2):551-573.
[18]Oliver,R.L..Cognitive,Affective and Attribute Bases of the Satisfaction Response.Journal of Consumer Research,1993,20(3):418-30.
[19]Bigné,J.E.,Andreu,L.,Gnoth,J..The Theme Park Experience:An Analysis of Pleasure,Arousal and Satisfaction.Tourism Management,2005,26(6):833-844.
[20]Oliver,R.L..Effect of Expectation and Disconfirmation on Postexposure Product Evaluations:An Alternative Interpretation.Psychological Reports,1979,45(3):803-810.
[21]Siu,Y.,Wan,Y.,Ping,D..The Impact of the Service Scape on the Desire to Stay in Convention and Exhibition Centers:The Case of Macao.International Journal of Hospitality Management,2012,31(1):236-246.
[22]Ellen,P.S.,Mohr,L.A.,Webb,D.J..Charitable Programs and the Retailer:Do They Mix?Journal of Retailing,2000,76(3):393-406.
[23]Engelland,B.T..Religion,Humanism,Marketing and the Consumption of Socially Responsible Products,Services,and Ideas:Introduction to a Special Topic Section.Journal of Business Research,2014,67(2):1-4.
[24]Green,T.,Peloza,J..How Does Corporate Social Responsibility Create Value for Consumers?Journal of Consumer Marketing,2011,28(1):48-56.
[25]Luo,X.,Bhattacharya,C.B..Corporate Social Responsibility,Customer Satisfaction,and Market Value.Social Science Electronic Publishing,2006,70(4):1-18.
[26]Du,S.,Bhattacharya,C.B.,Sen,S..Reaping Relational Rewards from Corporate Social Responsibility:The Role of Competitive Positioning.International Journal of Research in Marketing,2007,24(3):224-241.
[27]Martínez,P.,Bosque,I.R.D..CSR and Customer Loyalty:The Roles of Trust,Customer Identification with the Company and Satisfaction.International Journal of Hospitality Management,2013,35(1):89-99.
[28]Sen,S.,Bhattacharya,C.B..Does Doing Good Always Lead to Doing Better?Consumer Reactions to Corporate Social Responsibility.Journal of Marketing Research,2001,38(2):225-243.
[29]Klein,J.,Dawar,N..Corporate Social Responsibility and Consumers`Attributions and Brand Evaluations in a ProductHarm Crisis.International Journal of Research in Marketing,2004,21(3):203-217.
[30]Tian,Z.,Wang,R.,Yang,W..Consumer Responses to Corporate Social Responsibility(CSR)in China.Journal of Business Ethics,2011,101(2):197-212.
[31]Freeman,R.E..Strategic Management:A Stakeholder Approach.Cambridge:Cambridge University Press,1984.
[32]Lichtenstein,D.R.,Braig,B.M..The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits.Journal of Marketing,2004,68(4):16-32.
[33]Handelman,J.M.,Arnold,S.J..The Role of Marketing Actions with a Social Dimension:Appeals to the Institutional Environment.Journal of Marketing,1999,63(3):33-48.
[34]Maignan,I.,Ferrell,O.C.,Ferrell,L..A Stakeholder Model for Implementing Social Responsibility in Marketing.European Journal of Marketing,2005,39(9/10):956-977.
[35]Marin,L.,Ruiz,S.,Rubio,A..The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior.Journal of Business Ethics,2009,84(1):65-78.
[36]Godf rey,P.C..The Relationship betwe en Cor por at e Philanthropy and Shareholder Wealth:A Risk Management Perspective.Academy of Management Review,2005,30(4):777-798.
[37]Godfrey,P.C.,Merrill,C.B.,Hansen,J.M..The Relationship between Corporate Social Responsibility and Shareholder Value:An Empirical Test of the Risk Management Hypothesis.Strategic Management Journal,2009,30(4):425-445.
[38]Peloza,J..Using Corporate Social Responsibility as Insurance for Financial Performance.California Management Review,2006,48(2):52-72.
[39]Klein,J.,Dawar,N..Corporate Social Responsibility and Consumers`Attributions and Brand Evaluations in a ProductHarm Crisis.International Journal of Research in Marketing,2004,21(3):203-217.
[40]Yoon,Y.Z.,Gürhan-Canli,Z.,Schwarz,N..The Effect of Corporate Social Responsibility(CSR)Activities on Companies with Bad Reputations.Journal of Consumer Psychology,2006,16(4):377-390.
[41]Peloza,J.,Shang,J..How Can Corporate Social Responsibility Activities Create Value for Stakeholders?A Systematic Review.Journal of the Academy of Marketing Science,2011,39(1):117-135.
[42]Kwan,H.Y.,Siu,Y.M.,Zhang,J.F..Service Recovery and Identification:The Role of Corporate Social Responsibility and Service Co-creation.International Research Symposium in Service Management,2015.
[43]Hess,R.L.,Ganesan,S.,Klein,N.M..Service Failure and Recovery:The Impact of Relationship Factors on Customer Satisfaction.Journal of the Academy of Marketing Science,2003,31(2):127-145.
[44]Weiner,B..Attributional Thoughts about Consumer Behavior.Journal of Consumer Research,2000,27(3):382-87.
[45]Mattila,A.S.,Ro,H.J..Discrete Negative Emotions and Customer Dissatisfaction Responses in a Casual Restaurant Setting.Journal of Hospitality&Tourism Research,2008,32(1):89-107.
[46]Richins,M.L..Negative Word-of-Mouth by Dissatisfied Consumers:A Pilot Study.Journal of Marketing,1983,47(1):68-78.
[47]Wofford,J.C.,Goodwin,V.L..Effects of Feedback on Cognitive Processing and Choice of Decision Style.Journal of Applied Psychology,1990,75(75):603-612.
[48]House,W.C..Effect of Locus of Cont rol,Expect ancy Confirmation-Disconfirmation and Type of Goal on Causal Attributions of Failure.Journal of Research in Personality,1976,10(3):279-292.
[49]Festinger,L..A Theory of Cognitive Dissonance.Redwood City:Stanford University Press,1962.
[50]Oshikawa,S..Can Cognitive Dissonance Theory Explain Consumer Behavior?Journal of Marketing,1969,33(4):44-49.
[51]Bergami,M.,Bagozzi,R.P..Self‐categorization,Affective Commitment and Group Self-esteem as Distinct Aspects of Social Identity in the Organization.British Journal of Social Psychology,2000,39(4):555-577.
[52]Homburg,C.,Wieseke,J.,Hoyer,W.D..Social Identity and the Service-Profit Chain.Journal of Marketing,2009,73(2):38-54.
[53]Li,X.R.,Cheng,C.K.,Kim,H.,Petrick,J.F..A Systematic Comparison of First-time and Repeat Visitors Via a Two-phase Online Survey.Tourism Management,2008,29(2):278-293.
[54]Gar r ido,M.J.,Camarero,C..Assessing the Impact of Organizational Learning and Innovation on Performance in Cultural Organizations.International Journal of Nonprofit&Voluntary Sector Marketing,2010,15(3):215-232.
[55]Bosque,I.D.,Martin,H.S..Tourist Satisfaction a CognitiveAffective Model.Annals of Tourism Research,2008,35(2):551-573.
[56]Patterson,P.G.,Cowley,E.,Prasongsukarn,K..Service Failure Recovery:The Moderating Impact of Individual-level Cultural Value Orientation on Perceptions of Justice.International Journal of Research in Marketing,2006,23(3):263-277.
[57]Salmones,A.H.,Bosque,I.D..Influence of Corporate Social Responsibility on Loyalty and Valuation of Services.Journal of Business Ethics,2005,61(4):369-385.
[58]Brown,T.J.,Dacin,P.A..The Company and Corporate the Associations Product and Consumer Product Responses.Journal of Marketing,1997,61(1):68-84.
[59]Maignan,I.,Ferrell,O.C..Measuring Corporate Citizenship in Two Countries:The Case of the United States and France.Journal of Business Ethics,2000,23(3):283-297.
[60]Mael,F.,Ashforth,B.E..Alumni and Their Alma Mater:A Partial Test of the Reformulated Model of Organizational Identification.Journal of Organizational Behavior,1992,13(2):103-123.
[61]Aiken,L.S.,West,S.G.,Reno,R.R..Multiple Regression:Testing and Interpreting Interactions.Sage Publications,1996.
[62]Baron,R.M.,Kenny,D.A..The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual,Strategic and Statistical Considerations.London:Chapman and Hall,1981.
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