不同服务失误情境下顾客自我威胁感知对抱怨动机的影响——自我监控的调节作用
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摘要
此前关于顾客抱怨行为的研究重在服务失误如何直接导致顾客的外在行为,而忽略了顾客个体对服务失误的心理认知。文章从自我概念的视角研究服务失误如何引发顾客抱怨动机,以旅行社游客为被试,采用有控制的情景模拟实验,检验了不同服务失误情境下顾客自我威胁感知对抱怨动机的影响,同时考查了顾客自我监控性的调节作用,希望揭示服务失误情境下顾客抱怨动机产生的心理机制以及相关的情境因素。研究结果表明,服务交付系统失误对顾客公开自我威胁感知有正向影响,对顾客需求反应失误既正向影响顾客公开自我威胁,又正向影响顾客私下自我威胁;员工自发而多余行为失误仅对顾客私下自我威胁有正向影响;顾客自我威胁感知对抱怨动机有正向影响,在服务失误与顾客抱怨动机之间起到中介作用;自我监控性在自我威胁感知对顾客抱怨动机的影响中起到负向调节作用。研究结果对于服务企业围绕顾客自我概念修复和发展展开抱怨管理,提高服务补救有效性具有重要的启示。
Prior researches on customer's complaining behavior seem to focus on how service failures directly leads to external behavior of customers,while ignoring psychological perceptions of customer about service failure. This study researches a psychological mechanism of the customer's complaining behavior from the perspective of self-concepts. Taking travel agency tourists as subjects,the study uses controlled simulation experiment to test the influence of customer's self-threat perception on complaining motivations in different contexts of service failure,and to investigate the moderating effect of customer 's self-monitoring as well.Results indicate that service delivery system failure has a positive impact on customer's public self-threat perception,demand response failure positively affects customer's public self-threat perception and private selfthreat perception in the same time; employee's spontaneous redundant behavior mistake only has a positive effect on customer private self-threat perception; self-threats perception has a mediating effect between service failure and customer 's complaining motivations; self-monitoring has a negative moderating effect on the relationship between self-threats perception and complaining motivations. The conclusions are of great significance for service enterprises to focus on customer's self-concept restoration to copy with the customer's complaints.
Prior researches on customer's complaining behavior seem to focus on how service failures directly leads to external behavior of customers,while ignoring psychological perceptions of customer about service failure. This study researches a psychological mechanism of the customer's complaining behavior from the perspective of self-concepts. Taking travel agency tourists as subjects,the study uses controlled simulation experiment to test the influence of customer's self-threat perception on complaining motivations in different contexts of service failure,and to investigate the moderating effect of customer 's self-monitoring as well.Results indicate that service delivery system failure has a positive impact on customer's public self-threat perception,demand response failure positively affects customer's public self-threat perception and private selfthreat perception in the same time; employee's spontaneous redundant behavior mistake only has a positive effect on customer private self-threat perception; self-threats perception has a mediating effect between service failure and customer 's complaining motivations; self-monitoring has a negative moderating effect on the relationship between self-threats perception and complaining motivations. The conclusions are of great significance for service enterprises to focus on customer's self-concept restoration to copy with the customer's complaints.
引文
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[4]妥艳媜,白长虹,陈增祥,等.服务失败后自我建构与质量预期对满意和口碑的影响[J].旅游学刊,2014,29(5):68-77.
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[8]RICHINS M L.A multivariate analysis of responses to dissatisfaction[J].Journal of the Academy of Marketing Science,1987,15(3):24-31.
[9]SINGH J.Voice,exit,and negative word-of-mouth behaviors:an investigation across three service categories[J].Journal of the Academy of Marketing Science,1990,18(1):1-15.
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[14]WILCOX K,STEPHEN A T.Are close friends the enemy?Online social networks,self-esteem,and self-control[J].Journal of Consumer Research,2013,40(1):90-103.
[15]TSAI Y C,CHANG H C,HO K C.A study of the relationship among brand experiences,self-concept congruence,customer satisfaction,and brand preference[J].Contemporary Management Research,2015,11(2):97-116.
[16]BAUMEISTER R F.Yielding to temptation:self-control failure,impulsive purchasing,and consumer behavior[J].Journal of Consumer Research,2002,28(4):670-676.
[17]CAMPBELL W K,SEDIKIDES C.Self-threat magnifies the self-serving bias:A meta-analytic integration[J].Review of General Psychology,1999,3(1):23-43.
[18]THALERR.Mental accounting and consumer choice[J].Marketing Science,1985,4(3):199-214.
[19]FOA E B,FOA U G.Resource theory of social exchange[C]//THIBAULT J W,SPENCE T,CARSON R C.Contemporary Topics in Social Psychology.NJ:General Leaning Press,1976:99-131.
[20]WIEN A H,OLSEN S O.Evaluation context’s role in driving positive word-of-mouth intentions[J].Journal of Consumer Behaviour,2012,11(6):504-513.
[21]BOLKANS.Threat,coping,and cost:protection motivation in the context of consumer complaining[J].Communication Research,2018,45(6):840-861.
[22]ZHANG S,VANDOORN J,LEEFLANG P S H.Does the importance of value,brand and relationship equity for customer loyalty differ between Eastern and Western cultures?[J].International Business Review,2014,23(1):284-292.
[23]NIMAKO S G,MENSAH A F.Motivation for customer complaining and non-complaining behavior towards mobile telecommunication services[J].Asian Journal of Business Management,2012,4(3):310-320.
[24]韩平,宁吉,董志成.电商服务失误的信任修复策略研究[J].西安交通大学学报(社会科学版),2016,36(2):24-31.
[25]CAMPBELL W K,BAUMEISTER R F,DHAVALE D,et al.Responding to major threats to self-esteem:a preliminary,narrative study of ego-shock[J].Journal of Social and Clinical Psychology,2003,22(1):79-96.
[26]HESS R LJr.The impact of firm reputation and failure severity on customers’responses to service failures[J].Journal of Services Marketing,2008,22(5):385-398.
[27]OKOE A F,BOATENG H,QUANSAH F,et al.Self esteem,customer identification and willingness to pay price premium:evidence from young consumers market[J].Asian Journal of Marketing,2015,9(1):27-37.
[28]KOENIG-LEWIS N,PALMER A.The effects of anticipatory emotions on service satisfaction and behavioral intention[J].Journal of Services Marketing,2014,28(6):437-451.
[29]SNYDER M.Public appearances/private realities:the psychology of self-monitoring[M].New York:Freeman and Company,1987.
[30]GANGESTAD S W,SNYDER M.Self-monitoring:Appraisal and reappraisal[J].Psychological Bulletin,2000,126(4):530-555.
[31]陈可,张剑辉.在群体中顾客更容易抱怨吗?群体服务问题下顾客抱怨行为的探索研究[J].中国软科学,2014(10):97-108.
[32]BEARDEN W O,TEEL J E.Selected determinants of consumer satisfaction and complaint reports[J].Journal of Marketing Research,1983,20(1):21-28.
[33]BODEY K,GRACE D.Segmenting service“complainers”and“non-complainers”on the basis of consumer characteristics[J].Journal of Services Marketing,2006,20(3):178-187.
[34]GRGOIRE Y,LAUFER D,TRIPP T M.A comprehensive model of customer direct and indirect revenge:understanding the effects of perceived greed and customer power[J].Journal of the Academy of Marketing Science,2010,38(6):738-758.
[35]BOSHOFF C,STAUDE G.Satisfaction with service recovery:Its measurement and its outcomes[J].South African Journal of Business Management,2003,34(3):9-16.
[36]LENNOX R D,WOLFE R N.Revision of the self-monitoring scale[J].Journal of Personality and Social Psychology,1984,46(6):1349-1364.
[37]DOUGLAS M C.实验设计与分析[M].汪仁宝,译.北京:中国统计出版社,1998年.
[38]PALMER A,BEJOU D.Retrospective:service failure and loyalty:an exploratory empirical study of airline customers[J].Journal of Services Marketing,2016,30(5):480-484.
[39]HOFFMAN K D,KELLEY S W,ROTALSKY H M.Retrospective:tracking service failures and employee recovery efforts[J].Journal of Services Marketing,2016,30(1):7-10.
[40]ROEHM M L,BRADY M K.Consumer responses to performance failures by high-equity brands[J].Journal of Consumer Research,2007,34(4):537-545.
[41]STEINHOFF L,PALMATIER R W.Understanding loyalty program effectiveness:managing target and bystander effects[J].Journal of the Academy of Marketing Science,2016,44(1):88-107.
[2]SCHAU H J,GILLY M C,WOLFINBARGER M.Consumer identity renaissance:the resurgence of identity-inspired consumption in retirement[J].Journal of Consumer Research,2009,36(2):255-276.
[3]MARQUIS M,FILIATRAULTP.Understanding complaining responses through consumers’self-consciousness disposition[J].Psychology and Marketing,2002,19(3):267-292.
[4]妥艳媜,白长虹,陈增祥,等.服务失败后自我建构与质量预期对满意和口碑的影响[J].旅游学刊,2014,29(5):68-77.
[5]SMITH A K,BOLTON R N.An experimental investigation of customer reactions to service failure and recovery encounter:paradox or peril[J].Journal of Service Research,1998,1(1):65-81.
[6]BITNER M J,BOOMS B H,TETREAULT M S.The service encounter:diagnosing favorable and unfavorable incidents[J].Journal of Marketing,1990,54(1):71-84.
[7]KOWALSKI RM.Whining,griping,and complaining:Positivity in the negativity[J].Journal of Clinical Psychology,2002,58(9):1023-1035.
[8]RICHINS M L.A multivariate analysis of responses to dissatisfaction[J].Journal of the Academy of Marketing Science,1987,15(3):24-31.
[9]SINGH J.Voice,exit,and negative word-of-mouth behaviors:an investigation across three service categories[J].Journal of the Academy of Marketing Science,1990,18(1):1-15.
[10]GOODMAN J.Basic facts on customer complaint behavior and the impact of service on the bottom line[J].Competitive Advantage,1999,(June):1-5.
[11]陈国平,李德辉.顾客对服务失误感知与抱怨动机的整合模型:自我概念的视角[J].武汉大学学报(哲学社会科学版),2013,66(4):106-110.
[12]BUSS A H.Self-consciousness and social anxiety[M].San Francisco:Freeman,1980.
[13]GREENWALD A G,PRATKANIS A R.The Self[M]//WYER R S,SRULL T K.Handbook of Social Cognition.New York:Routledge,1984:129-178.
[14]WILCOX K,STEPHEN A T.Are close friends the enemy?Online social networks,self-esteem,and self-control[J].Journal of Consumer Research,2013,40(1):90-103.
[15]TSAI Y C,CHANG H C,HO K C.A study of the relationship among brand experiences,self-concept congruence,customer satisfaction,and brand preference[J].Contemporary Management Research,2015,11(2):97-116.
[16]BAUMEISTER R F.Yielding to temptation:self-control failure,impulsive purchasing,and consumer behavior[J].Journal of Consumer Research,2002,28(4):670-676.
[17]CAMPBELL W K,SEDIKIDES C.Self-threat magnifies the self-serving bias:A meta-analytic integration[J].Review of General Psychology,1999,3(1):23-43.
[18]THALERR.Mental accounting and consumer choice[J].Marketing Science,1985,4(3):199-214.
[19]FOA E B,FOA U G.Resource theory of social exchange[C]//THIBAULT J W,SPENCE T,CARSON R C.Contemporary Topics in Social Psychology.NJ:General Leaning Press,1976:99-131.
[20]WIEN A H,OLSEN S O.Evaluation context’s role in driving positive word-of-mouth intentions[J].Journal of Consumer Behaviour,2012,11(6):504-513.
[21]BOLKANS.Threat,coping,and cost:protection motivation in the context of consumer complaining[J].Communication Research,2018,45(6):840-861.
[22]ZHANG S,VANDOORN J,LEEFLANG P S H.Does the importance of value,brand and relationship equity for customer loyalty differ between Eastern and Western cultures?[J].International Business Review,2014,23(1):284-292.
[23]NIMAKO S G,MENSAH A F.Motivation for customer complaining and non-complaining behavior towards mobile telecommunication services[J].Asian Journal of Business Management,2012,4(3):310-320.
[24]韩平,宁吉,董志成.电商服务失误的信任修复策略研究[J].西安交通大学学报(社会科学版),2016,36(2):24-31.
[25]CAMPBELL W K,BAUMEISTER R F,DHAVALE D,et al.Responding to major threats to self-esteem:a preliminary,narrative study of ego-shock[J].Journal of Social and Clinical Psychology,2003,22(1):79-96.
[26]HESS R LJr.The impact of firm reputation and failure severity on customers’responses to service failures[J].Journal of Services Marketing,2008,22(5):385-398.
[27]OKOE A F,BOATENG H,QUANSAH F,et al.Self esteem,customer identification and willingness to pay price premium:evidence from young consumers market[J].Asian Journal of Marketing,2015,9(1):27-37.
[28]KOENIG-LEWIS N,PALMER A.The effects of anticipatory emotions on service satisfaction and behavioral intention[J].Journal of Services Marketing,2014,28(6):437-451.
[29]SNYDER M.Public appearances/private realities:the psychology of self-monitoring[M].New York:Freeman and Company,1987.
[30]GANGESTAD S W,SNYDER M.Self-monitoring:Appraisal and reappraisal[J].Psychological Bulletin,2000,126(4):530-555.
[31]陈可,张剑辉.在群体中顾客更容易抱怨吗?群体服务问题下顾客抱怨行为的探索研究[J].中国软科学,2014(10):97-108.
[32]BEARDEN W O,TEEL J E.Selected determinants of consumer satisfaction and complaint reports[J].Journal of Marketing Research,1983,20(1):21-28.
[33]BODEY K,GRACE D.Segmenting service“complainers”and“non-complainers”on the basis of consumer characteristics[J].Journal of Services Marketing,2006,20(3):178-187.
[34]GRGOIRE Y,LAUFER D,TRIPP T M.A comprehensive model of customer direct and indirect revenge:understanding the effects of perceived greed and customer power[J].Journal of the Academy of Marketing Science,2010,38(6):738-758.
[35]BOSHOFF C,STAUDE G.Satisfaction with service recovery:Its measurement and its outcomes[J].South African Journal of Business Management,2003,34(3):9-16.
[36]LENNOX R D,WOLFE R N.Revision of the self-monitoring scale[J].Journal of Personality and Social Psychology,1984,46(6):1349-1364.
[37]DOUGLAS M C.实验设计与分析[M].汪仁宝,译.北京:中国统计出版社,1998年.
[38]PALMER A,BEJOU D.Retrospective:service failure and loyalty:an exploratory empirical study of airline customers[J].Journal of Services Marketing,2016,30(5):480-484.
[39]HOFFMAN K D,KELLEY S W,ROTALSKY H M.Retrospective:tracking service failures and employee recovery efforts[J].Journal of Services Marketing,2016,30(1):7-10.
[40]ROEHM M L,BRADY M K.Consumer responses to performance failures by high-equity brands[J].Journal of Consumer Research,2007,34(4):537-545.
[41]STEINHOFF L,PALMATIER R W.Understanding loyalty program effectiveness:managing target and bystander effects[J].Journal of the Academy of Marketing Science,2016,44(1):88-107.