网络购物服务失误、服务补救与顾客二次满意及忠诚度的关系研究
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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.
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.
引文
[1]Johnston T.C.,Hewa M.A.Fixing Service Failures[J].Industrial Marketing Management,2007,26(5):467-473
[2]Yves V.V.,Vermeir I.,Lariviere B.Service Recovery’s Impact on Customers Next-in-line[J].Managing Service Quality,2013,23(6):495-512
[3]Blake B.F.,Neuendorf K.A.,Valdiserri C.M.Tailoring New Websites to Appeal to Those Most Likely to Shop Online[J].Technovation,2005,25(10):1205-1214
[4]Barwise P.,Elberse A.,Hammond K.Marketing and the Internet[R].Future Media Research Programme,London Business School,2002
[5]郭英峰,伍启命,杨书成,等.线上购物服务失误类型与补救策略、认知公平与补救后满意度之关系[J].电子商务学报(台湾),2014,16(1):53-84
[6]徐淑如,董和升,罗雅嫔.网路购物服务失误、服务补救与顾客满意度——期望不一致与知觉公平观点[J].管理评论(台湾),2008,27(1):1-24
[7]Javadi M.H.M.,Dolatabadi H.R.,Nourbakhsh M.An Analysis of Factors Affecting on Online Shopping Behavior of Consumers[J].International Journal of Marketing Studies,2012,4(5):81-98
[8]Ahmad S.Service Failures and Customer Defection:A Closer Look at Online Shopping Experiences[J].Managing Service Quality,2002,12(1):19-29
[9]沈占波,陈丽清,吴明.网络零售业服务失误类型及补救策略[J].河北大学学报,2013,38(6):133-137
[10]Holloway B.B,Wang S.J.,Parish J.The Role of Shopper Experience in Online Service Recovery Management:A Multi-Group SEM Approach[J].Journal of Interactive Marketing,2005,19(3):54-65
[11]Oliver R.L.Whence Consumer Loyalty[J].Journal of Marketing,1999,63(4):33-34
[12]Swanson S.R.,Kelley S.W.Attributions and Outcomes of the Service Recovery Process[J].Journal of Marketing Theory and Practice,2001,9(4):50-65
[13]Forbes L.P.,Kelley S.W.,Hoffman K.D.Typologies of E-Commerce Retail Failures and Recovery Strategies[J].The Journal of Services Marketing,2005,19(5):280-292
[14]Bitner M.J.,Booms B.H.,Mohr L.A.Critical Service Encounters:The Employee’s Viewpoint[J].Journal of Marketing,1994,58(4):95-106
[15]Boshoff C.A.Re-assessment and Refinement of Recovsat:An Instrument to Measure Satisfaction with Transaction-specific Service Recovery[J].Managing Service Quality,2005,15(5):410-425
[16]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
[17]陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113
[18]阎俊,胡少龙,常亚平.基于公平视角的网络环境下服务补救对顾客忠诚的作用机理研究[J].管理学报,2013,10(10):1512-1519
[19]Wang X.R.,Omar R.Service Recovery Activities and Customer Satisfaction:Mediating Role of Justice Dimensions:A Case Study of China[J].Asian Social Science,2014,10(18):253-162
[20]Tsai C.C.,Yang Y.K.,Cheng Y.C.Does Relationship Matter?Customers’Response to Service Failure[J].Journal of Service Theory&Practice,2014,24(2):139-159
[21]银成钺,徐晓红.基于归因理论的顾客对供应链其他成员服务失误的反应研究[J].管理科学,2011,8(8):1213-1220
[22]杜建刚,范秀成.服务补救中情绪对补救后顾客满意和行为的影响——基于情绪感染视角的研究[J].管理世界,2007,(8):85-94
[23]Kozub R.K.,O'Neill A.M.,Palmer A.A.Emotional Antecedents and Outcomes of Service Recovery:An Exploratory Study in the Luxury Hotel Industry[J].Journal of Services Marketing,2014,28(3):233-243
[24]Yeoh P.L.,Woolford S.W.,Eshghi A.et al.Customer Response to Service Recovery in Online Shopping[J].Journal of Services Research,2015,14(2):33-56
[25]马双,王永贵,张璟.服务补救后顾客满意驱动机制的实证研究——基于电子商务背景下对感知风险和购物经验调节效应的剖析[J].山西财经大学学报,2011,33(4):82-92
[26]张景旭,姚惠忠.网络购物服务失误之探讨——顾客经验管理观点[J].电子商务学报(台湾),2009,11(3):519-550
[27]王林,曲如杰,赵杨.基于评论信息的网购情景线索类型及其作用机制研究[J].管理评论,2015,27(4):156-166
[28]武瑞娟,王承璐.网店专业性对消费者情感和行为影响效应研究:一项基于大学生群体的实证研究[J].管理评论,2014,26(1):109-119
[29]Kelley S.W.,Hoffman K.D.,Davis M.A.A Typology of Retail Failures and Recoveries[J].Journal of Retailing,1993,69(4):429-452
[30]Sousa R.,Voss C.A.The Effects of Service Failures and Recovery on Customer Loyalty in E-services:An Empirical Investigation[J].International Journal of Operations&Production Management,2009,29(8):834-864
[31]Holloway B.B.,Beatty S.E.Service Failure in Online Retailing:A Recovery Opportunity[J].Journal of Service Research,2003,6(1):92-105
[32]郑秋莹,范秀成.网上零售业服务补救策略研究——基于公平理论和期望理论的探讨[J].管理评论,2007,19(10):17-23
[33]常亚平,姚慧平,韩丹,等.电子商务环境下服务补救对顾客忠诚的影响机制研究[J].管理评论,2009,21(11):30-37
[34]Keaveney S.M.Customer Switching Behavior in Service Industries:An Exploratory Study[J].Journal of Marketing,1995,59(2):71-82
[35]Hung S.Y.,Chen C.C.,Huang N.H.An Integrative Approach to Understanding Customer Satisfaction with E-service of Online Stores[J].Journal of Electronic Commerce Research,2014,15(1):40-58
[36]Divaharan S.,Lim W.Y.,Tan S.C.Walk the Talk:Immersing Pre-service Teachers in the Learning of ICT Tools for Knowledge Creation[J].Australasian Journal of Educational Technology,2011,27(8):1304-1318
[37]Gronroos C.Service Quality:The Six Criteria of Good Perceived Quality Service[J].Review of Business,1988,9(8):10-13
[38]Kenney M.J.Antecedents to Customer Expectations for Service Recovery[J].Journal of Academy Marketing Science,1995,22(1):52-62
[39]Parasuraman A.,Zeithaml V.,Malhotra A.E-S-QUAL:A Multiple-item Scale for Assessing Electronic Service Quality[J].Journal of Research,2005,7(3):213-233
[40]Othman A.K.,Jailani S.F.A.K.,Kassim E.S.,et al.The Influence of Supplier Characteristics,Customer Trust and Emotional Intelligence on Perceived Value and Satisfaction of Online Purchasing Behavior[J].International Journal of Business and Management,2013,8(24):37-47
[41]Spreng R.A.,Harrell G.D.,Mackoy R.D.Service Recovery:Impact on Satisfaction and Intentions[J].Journal of Services Marketing,1995,9(1):15-23
[42]Jones T.O.,Sasser W.E.Why Satisfied Customer Defect[J].Harvard Business Review,1995,73(6):88-99
[43]Anderson R.E.,Srinivasan S.S.E-satisfaction and E-loyalty:A Contingency Framework[J].Psychology and Marketing,2003,20(2):123-138
[44]秦进,陈琦.网络零售服务补救情形下的顾客忠诚——基于感知公平与感知转移成本视角的研究[J].经济管理,2012,34(3):95-102
[45]Yang Z.,Peterson R.T.Customer Perceived Value,Satisfaction,and Loyalty:The Role of Switching Costs[J].Psychology andMarketing,2004,21(10):799-822
[46]Doolin B.,Dillon S.,Thompson F.,et al.Perceived Risk,the Internet Shopping Experience and Online Purchasing Behavior:A New Zealand Perspective[J].Journal of Global Information Management,2005,26(7):66-88
[47]Varela-Neira C.,Vázquez-Casielles R.,Iglesias V.Explaining Customer Satisfaction with Complaint Handling[J].International Journal of Bank Marketing,2010,28(2):88-112
[48]何宥纬.服务品质、直觉价值与顾客满意度、顾客忠诚度之关联性研究[D].台湾政治大学硕士学位论文,2012
[49]Meuter M.L.,Ostrom A.L.,Roundtree R.I.Self-service Technologies:Understanding Customer Satisfaction with Technologybased Encounters[J].Journal of Marketing,2000,64(7):50-64
[50]Ellen R.S.Seven Steps to Building E-Loyalty[J].Medical Marketing and Media,2001,36(3):94-102
[51]桑辉.网上顾客转换成本的影响因素及其结果的实证研究[J].南开管理评论,2007,10(6):37-43
[52]王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137
[53]Cho Y.,Im I.,Hiltz R.The Impact of E-services Failures and Customer Complains on Electronic Commerce Customer Relationship[J].Journal of Customer Satisfaction,2003,16(1):106-118
[54]Goodwin C.,Ross I.Consumer Responses to Service Failures:Influence of Procedural and Interactional Fairness Perceptions[J].Journal of Business Research,1992,25(2):149-163
[55]Levesque T.J.,Mc Dougall G.H.G.Service Problems and Recovery Strategies:An Experiment[J].Canadian Journal of Administrative Sciences,2000,17(1):20-37
[56]Chang H.H.,Wang H.W.The Moderating Effect of Customer Perceived Value on Online Shopping Behavior[J].Online Information Review,2011,35(3):333-359
[2]Yves V.V.,Vermeir I.,Lariviere B.Service Recovery’s Impact on Customers Next-in-line[J].Managing Service Quality,2013,23(6):495-512
[3]Blake B.F.,Neuendorf K.A.,Valdiserri C.M.Tailoring New Websites to Appeal to Those Most Likely to Shop Online[J].Technovation,2005,25(10):1205-1214
[4]Barwise P.,Elberse A.,Hammond K.Marketing and the Internet[R].Future Media Research Programme,London Business School,2002
[5]郭英峰,伍启命,杨书成,等.线上购物服务失误类型与补救策略、认知公平与补救后满意度之关系[J].电子商务学报(台湾),2014,16(1):53-84
[6]徐淑如,董和升,罗雅嫔.网路购物服务失误、服务补救与顾客满意度——期望不一致与知觉公平观点[J].管理评论(台湾),2008,27(1):1-24
[7]Javadi M.H.M.,Dolatabadi H.R.,Nourbakhsh M.An Analysis of Factors Affecting on Online Shopping Behavior of Consumers[J].International Journal of Marketing Studies,2012,4(5):81-98
[8]Ahmad S.Service Failures and Customer Defection:A Closer Look at Online Shopping Experiences[J].Managing Service Quality,2002,12(1):19-29
[9]沈占波,陈丽清,吴明.网络零售业服务失误类型及补救策略[J].河北大学学报,2013,38(6):133-137
[10]Holloway B.B,Wang S.J.,Parish J.The Role of Shopper Experience in Online Service Recovery Management:A Multi-Group SEM Approach[J].Journal of Interactive Marketing,2005,19(3):54-65
[11]Oliver R.L.Whence Consumer Loyalty[J].Journal of Marketing,1999,63(4):33-34
[12]Swanson S.R.,Kelley S.W.Attributions and Outcomes of the Service Recovery Process[J].Journal of Marketing Theory and Practice,2001,9(4):50-65
[13]Forbes L.P.,Kelley S.W.,Hoffman K.D.Typologies of E-Commerce Retail Failures and Recovery Strategies[J].The Journal of Services Marketing,2005,19(5):280-292
[14]Bitner M.J.,Booms B.H.,Mohr L.A.Critical Service Encounters:The Employee’s Viewpoint[J].Journal of Marketing,1994,58(4):95-106
[15]Boshoff C.A.Re-assessment and Refinement of Recovsat:An Instrument to Measure Satisfaction with Transaction-specific Service Recovery[J].Managing Service Quality,2005,15(5):410-425
[16]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
[17]陈可,涂平.顾客参与服务补救:基于MOA模型的实证研究[J].管理科学,2014,27(3):105-113
[18]阎俊,胡少龙,常亚平.基于公平视角的网络环境下服务补救对顾客忠诚的作用机理研究[J].管理学报,2013,10(10):1512-1519
[19]Wang X.R.,Omar R.Service Recovery Activities and Customer Satisfaction:Mediating Role of Justice Dimensions:A Case Study of China[J].Asian Social Science,2014,10(18):253-162
[20]Tsai C.C.,Yang Y.K.,Cheng Y.C.Does Relationship Matter?Customers’Response to Service Failure[J].Journal of Service Theory&Practice,2014,24(2):139-159
[21]银成钺,徐晓红.基于归因理论的顾客对供应链其他成员服务失误的反应研究[J].管理科学,2011,8(8):1213-1220
[22]杜建刚,范秀成.服务补救中情绪对补救后顾客满意和行为的影响——基于情绪感染视角的研究[J].管理世界,2007,(8):85-94
[23]Kozub R.K.,O'Neill A.M.,Palmer A.A.Emotional Antecedents and Outcomes of Service Recovery:An Exploratory Study in the Luxury Hotel Industry[J].Journal of Services Marketing,2014,28(3):233-243
[24]Yeoh P.L.,Woolford S.W.,Eshghi A.et al.Customer Response to Service Recovery in Online Shopping[J].Journal of Services Research,2015,14(2):33-56
[25]马双,王永贵,张璟.服务补救后顾客满意驱动机制的实证研究——基于电子商务背景下对感知风险和购物经验调节效应的剖析[J].山西财经大学学报,2011,33(4):82-92
[26]张景旭,姚惠忠.网络购物服务失误之探讨——顾客经验管理观点[J].电子商务学报(台湾),2009,11(3):519-550
[27]王林,曲如杰,赵杨.基于评论信息的网购情景线索类型及其作用机制研究[J].管理评论,2015,27(4):156-166
[28]武瑞娟,王承璐.网店专业性对消费者情感和行为影响效应研究:一项基于大学生群体的实证研究[J].管理评论,2014,26(1):109-119
[29]Kelley S.W.,Hoffman K.D.,Davis M.A.A Typology of Retail Failures and Recoveries[J].Journal of Retailing,1993,69(4):429-452
[30]Sousa R.,Voss C.A.The Effects of Service Failures and Recovery on Customer Loyalty in E-services:An Empirical Investigation[J].International Journal of Operations&Production Management,2009,29(8):834-864
[31]Holloway B.B.,Beatty S.E.Service Failure in Online Retailing:A Recovery Opportunity[J].Journal of Service Research,2003,6(1):92-105
[32]郑秋莹,范秀成.网上零售业服务补救策略研究——基于公平理论和期望理论的探讨[J].管理评论,2007,19(10):17-23
[33]常亚平,姚慧平,韩丹,等.电子商务环境下服务补救对顾客忠诚的影响机制研究[J].管理评论,2009,21(11):30-37
[34]Keaveney S.M.Customer Switching Behavior in Service Industries:An Exploratory Study[J].Journal of Marketing,1995,59(2):71-82
[35]Hung S.Y.,Chen C.C.,Huang N.H.An Integrative Approach to Understanding Customer Satisfaction with E-service of Online Stores[J].Journal of Electronic Commerce Research,2014,15(1):40-58
[36]Divaharan S.,Lim W.Y.,Tan S.C.Walk the Talk:Immersing Pre-service Teachers in the Learning of ICT Tools for Knowledge Creation[J].Australasian Journal of Educational Technology,2011,27(8):1304-1318
[37]Gronroos C.Service Quality:The Six Criteria of Good Perceived Quality Service[J].Review of Business,1988,9(8):10-13
[38]Kenney M.J.Antecedents to Customer Expectations for Service Recovery[J].Journal of Academy Marketing Science,1995,22(1):52-62
[39]Parasuraman A.,Zeithaml V.,Malhotra A.E-S-QUAL:A Multiple-item Scale for Assessing Electronic Service Quality[J].Journal of Research,2005,7(3):213-233
[40]Othman A.K.,Jailani S.F.A.K.,Kassim E.S.,et al.The Influence of Supplier Characteristics,Customer Trust and Emotional Intelligence on Perceived Value and Satisfaction of Online Purchasing Behavior[J].International Journal of Business and Management,2013,8(24):37-47
[41]Spreng R.A.,Harrell G.D.,Mackoy R.D.Service Recovery:Impact on Satisfaction and Intentions[J].Journal of Services Marketing,1995,9(1):15-23
[42]Jones T.O.,Sasser W.E.Why Satisfied Customer Defect[J].Harvard Business Review,1995,73(6):88-99
[43]Anderson R.E.,Srinivasan S.S.E-satisfaction and E-loyalty:A Contingency Framework[J].Psychology and Marketing,2003,20(2):123-138
[44]秦进,陈琦.网络零售服务补救情形下的顾客忠诚——基于感知公平与感知转移成本视角的研究[J].经济管理,2012,34(3):95-102
[45]Yang Z.,Peterson R.T.Customer Perceived Value,Satisfaction,and Loyalty:The Role of Switching Costs[J].Psychology andMarketing,2004,21(10):799-822
[46]Doolin B.,Dillon S.,Thompson F.,et al.Perceived Risk,the Internet Shopping Experience and Online Purchasing Behavior:A New Zealand Perspective[J].Journal of Global Information Management,2005,26(7):66-88
[47]Varela-Neira C.,Vázquez-Casielles R.,Iglesias V.Explaining Customer Satisfaction with Complaint Handling[J].International Journal of Bank Marketing,2010,28(2):88-112
[48]何宥纬.服务品质、直觉价值与顾客满意度、顾客忠诚度之关联性研究[D].台湾政治大学硕士学位论文,2012
[49]Meuter M.L.,Ostrom A.L.,Roundtree R.I.Self-service Technologies:Understanding Customer Satisfaction with Technologybased Encounters[J].Journal of Marketing,2000,64(7):50-64
[50]Ellen R.S.Seven Steps to Building E-Loyalty[J].Medical Marketing and Media,2001,36(3):94-102
[51]桑辉.网上顾客转换成本的影响因素及其结果的实证研究[J].南开管理评论,2007,10(6):37-43
[52]王高山,于涛,张新.电子服务质量对用户持续使用的影响:顾客契合的中介效应[J].管理评论,2014,26(10):126-137
[53]Cho Y.,Im I.,Hiltz R.The Impact of E-services Failures and Customer Complains on Electronic Commerce Customer Relationship[J].Journal of Customer Satisfaction,2003,16(1):106-118
[54]Goodwin C.,Ross I.Consumer Responses to Service Failures:Influence of Procedural and Interactional Fairness Perceptions[J].Journal of Business Research,1992,25(2):149-163
[55]Levesque T.J.,Mc Dougall G.H.G.Service Problems and Recovery Strategies:An Experiment[J].Canadian Journal of Administrative Sciences,2000,17(1):20-37
[56]Chang H.H.,Wang H.W.The Moderating Effect of Customer Perceived Value on Online Shopping Behavior[J].Online Information Review,2011,35(3):333-359