服务失误情境下互联网顾客忠诚影响机理
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摘要
服务失误情境下,与传统商业模式相比,如果电商企业未能及时采取有效补救措施平复顾客抱怨、不满等消极情绪,那么由此衍生的负面消费体验感知传播速度更快,范围更广,靶向性更强。为系统改善服务失误情境下的互联网顾客关系质量,可基于服务失误补救、体验营销、顾客忠诚等相关理论,以虚拟消费情境下具有服务失误体验经历的顾客为调研对象,以516份调研问卷统计数据为基础,系统梳理服务失误情境下影响补救质量的前置限定因子,构建B2C模式下补救品质对互联网顾客关系质量和顾客忠诚的影响机理概念模型,并运用结构方程模型展开实证分析。研究发现,服务失误情境下服务补救信息质量、沟通质量、程序质量、结果质量与互联网顾客满意度、信任度之间均具有显著相关性;且由满意度、信任度构成的互联网顾客关系质量与顾客态度忠诚及行为忠诚密切相关;互联网顾客关系质量在服务补救信息质量、沟通质量、程序质量、结果质量对互联网顾客态度忠诚和行为忠诚的影响机制中中介效应显著;服务补救结果质量、沟通质量分别构成有效修复互联网顾客满意度和信任度的关键因子。因此,为更加有效地修复顾客关系质量,重获顾客忠诚,电子商务企业应从信息质量层面入手,在平台醒目位置设置服务失误补救功能模块接口,建立快速响应机制,提供全天候高效便捷的信息咨询服务;应从沟通质量层面入手,以消费个体为单位借助多种渠道与顾客积极沟通,最大程度地平复顾客负面消极情绪,满足客户相关合理诉求,增强互联网顾客B2C结构性关系感知;应从程序质量层面入手,实时动态监控负面网络口碑并制定相应危机公关程序,深度修复互联网顾客B2C结构性关系,实施顾客锁定战略;应从结果质量层面入手,基于不同服务失误归因,选择更有利于修复互联网顾客关系质量和重塑电子商务企业形象的补偿方式。
Under the situation of service failure,if the e-commerce enterprises do not take the remediation measures to calm down customer complaints timely and effectively,the dissatisfaction and other negative emotions resulted by the negative consumer experience perceived will be spread faster,broader,and more targeted than the traditional business models. Based on the theory of the service failure remediation,the experiential marketing,the customer loyalty and other relatives,taking customers who have service failure experience under the circumstances of the virtual consumption as the research objects,and base on statistical data of 516 questionnaires survey,the remedial quality factor is systematically combed under the situation of service failure,and the conceptual model of the effectiveness of the service failure effects on the Internet customer relationship quality and the customer loyalty in B2C mode is constructed. The construction equation model is empirically analyzed. The research indicates that:first,there is the significant relationship between the quality of service remediation information,communication quality,result quality and the Internet customer satisfaction and trust;second,the quality of Internet customer relationship constructed by the satisfaction and trust is closely related to customer attitude loyalty and behavioral loyalty;third,Internet customer relation quality plays the significant mediation role in the influencing mechanism of service remediation information quality,communication quality,process quality and result quality on Internet customer attitude loyalty and behavioral loyalty;and fourth,the quality of service remediation result and communication are used as key factors of Internet customer satisfaction and trust. So to better remediate customer relation quality and regain customer loyalty,e-commerce enterprises should establish the quick responsiveness mechanism and provide effective and convenient consulting service at all time,enhance customers' perception of B2C structural relation,implement the strategy to"lock in"customers,and choose the better compensation methods to remediate Internet customer relation quality and rebuild the image of e-commerce enterprises.
Under the situation of service failure,if the e-commerce enterprises do not take the remediation measures to calm down customer complaints timely and effectively,the dissatisfaction and other negative emotions resulted by the negative consumer experience perceived will be spread faster,broader,and more targeted than the traditional business models. Based on the theory of the service failure remediation,the experiential marketing,the customer loyalty and other relatives,taking customers who have service failure experience under the circumstances of the virtual consumption as the research objects,and base on statistical data of 516 questionnaires survey,the remedial quality factor is systematically combed under the situation of service failure,and the conceptual model of the effectiveness of the service failure effects on the Internet customer relationship quality and the customer loyalty in B2C mode is constructed. The construction equation model is empirically analyzed. The research indicates that:first,there is the significant relationship between the quality of service remediation information,communication quality,result quality and the Internet customer satisfaction and trust;second,the quality of Internet customer relationship constructed by the satisfaction and trust is closely related to customer attitude loyalty and behavioral loyalty;third,Internet customer relation quality plays the significant mediation role in the influencing mechanism of service remediation information quality,communication quality,process quality and result quality on Internet customer attitude loyalty and behavioral loyalty;and fourth,the quality of service remediation result and communication are used as key factors of Internet customer satisfaction and trust. So to better remediate customer relation quality and regain customer loyalty,e-commerce enterprises should establish the quick responsiveness mechanism and provide effective and convenient consulting service at all time,enhance customers' perception of B2C structural relation,implement the strategy to"lock in"customers,and choose the better compensation methods to remediate Internet customer relation quality and rebuild the image of e-commerce enterprises.
引文
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[39]张正林,杨小红.顾客参与、顾客满意与顾客信任的作用机制研究--基于两种自律导向的调节分析[J].预测,2016,35(1):43-48.
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[2]HOLLOWAY B B,BEATTY S E.Service failure in online retailing:a recovery opportunity[J].Journal of service research,2003,6(1):92-105.
[3]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):1 304-1 318.
[4]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.
[5]仇立.体验营销理念下互联网顾客忠诚的形成机理--满意度与信任度的双中介效应[J].中国流通经济,2017,31(3):96-104.
[6]仇立.互联网顾客忠诚形成机理研究--基于便利营销理念[J].技术经济与管理研究,2017(3):48-52.
[7]仇立.B2C模式下消费者感知价格利益与顾客忠诚相关性研究[J].管理现代化,2017,37(2):74-77.
[8]OLIVER R L.Whence customer loyalty?[J].Journal of marketing science,1999,63(S1):33-44.
[9]HA Y W,PARK M C.Antecedents of customer satisfaction and customer loyalty for emerging devices in the initial market of Korea:an equity framework[J].Psychology and marketing,2013,30(8):676-689.
[10]SRINIVASAN S S,ANDERSON R,PONNAVOLU K.Customer loyalty in e-commerce:an exploration of its antecedents and consequences[J].Journal of retailing,2002,78(1):41-50.
[11]LAI Y H,HUANG H C,LU R S,et al.The effects of website trust,perceived ease of use,and perceived usefulness on consumers’online booking intention:evidence from Taiwan B&B sector[J].Life science journal,2013,10(2):1 516-1 523.
[12]WAN C,SHEN G Q.Encouraging the use of urban green space:the mediating role of attitude,perceived usefulness and perceived behavioural control[J].Habitat international,2015,50(12):130-139.
[13]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):1 512-1 519.
[14]杨强,张宇,刘彩艳.服务补救、感知控制对消费者正面口碑传播意愿的影响研究[J].华东经济管理,2014,28(7):107-113.
[15]GOPAL A,KOKA B R.The asymmetric benefits of relational flexibility:evidence from software development outsourcing[J].MIS quarterly,2012,36(2):553-576.
[16]SMITH A K,BOLTON R N,WAGNER J.A model of customer satisfaction with service encounters involving failure and recovery[J].Journal of marketing research,1999,36(8):356-372.
[17]杨强,武一波,张宇.服务补救对消费者正面口碑传播意愿的影响:品牌依恋的调节作用分析[J].预测,2015,34(4):21-26.
[18]MAXHAM J G,NETEMEYER R G.Modeling customer perceptions of complaint handling over time:the effects of perceived justice on satisfaction and intent[J].Journal of retailing,2002,78(4):239-252.
[19]CHOI B,CHOI B J.The effects of perceived service recovery justice on customer affection,loyalty,and word-ofmouth[J].European journal of marketing,2014,48(1):108-131.
[20]王亚东,冯喜飞,秦进.U形还是线性?--网络情境下服务补救对口碑传播的影响研究[J].营销科学学报,2015,11(4):91-103.
[21]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.
[22]BAMBAUER S S,RABESON L E.Service recovery for moderate and high involvement services[J].Journal of services marketing,2015,29(5):331-343.
[23]仲伟伫,席菱聆,武瑞娟.基于ACSI模型的网络购物满意度影响因素实证研究[J].软科学,2014,28(2):100-105.
[24]HOFFMAN K D,CHUNG B G.Hospitality recovery strategies:customer preference versus firm use[J].Journal of hospitality and tourism research,1999,23(1):71-84.
[25]郑春东,张帅帅,段琦,等.快递服务失误补救对顾客再购买意愿影响研究[J].工业工程与管理,2012,17(4):96-100.
[26]陈文晶,张红娜,万岩,等.网络环境下顾客忠诚的形成机制研究[J].中国管理科学,2015,23(7):127-133.
[27]KAZEMI M,BARIDNAZIF Y,FOROUHARFAR A.The effects of perceived justice on customers’recovery satisfaction and customers’trust in domestic airline companies[J].Asian journal of development matters,2011,5(2):240-250.
[28]张跃先,杨勇.顾客欣喜和顾客满意:究竟谁更能驱动顾客忠诚?[J].东北大学学报(自然科学版),2016,37(11):1 664-1 672.
[29]XIE Y,PENG S.How to repair customer trust after negative publicity:the roles of competence,integrity,benevolence,and forgiveness[J].Psychology&marketing,2009,26(70):572-589.
[30]KWON S Y,JANG S C S.Effects of compensation for service recovery:from the equity theory perspective[J].International journal of hospitality management,2012,31(4):1235-1 243.
[31]张亚军,张金隆,陈江涛.团购网站顾客忠诚影响因素的实证研究[J].软科学,2015,29(9):107-112.
[32]张圣亮,张小冰.服务补救内容和顾客关系对消费者情绪和行为意向的影响[J].天津大学学报(社会科学版),2013,15(3):219-223.
[33]李红柳,王兴元.在线用户评论特征对消费者品牌忠诚的影响研究[J].山东大学学报(哲学社会科学版),2015(4):93-100.
[34]邓爱民,陶宝,马莹莹.网络购物顾客忠诚度影响因素的实证研究[J].中国管理科学,2014,22(6):94-102.
[35]张明立,冯熙.广义虚拟经济视角下的顾客心理需求及特征对顾客忠诚的影响[J].广义虚拟经济研究,2014,5(1):82-89.
[36]吴金南,尚慧娟.物流服务质量与在线顾客忠诚--个体差异的调节效应[J].软科学,2014,28(6):113-116.
[37]傅慧,吴晨光,段艳红.“货币补偿”总是最优策略吗?--高星级酒店不同服务失误归因下的情境研究[J].旅游学刊,2014,29(1):101-110.
[38]曾慧,郝辽钢,于贞朋.B2C环境下消费者持续网络信任的实证研究[J].管理现代化,2014,34(6):34-36.
[39]张正林,杨小红.顾客参与、顾客满意与顾客信任的作用机制研究--基于两种自律导向的调节分析[J].预测,2016,35(1):43-48.
[40]万君,郭婷婷,吴正祥.网购失误情境下消费者持续信任的形成机制研究--基于失误归因的调节作用[J].软科学,2015,29(11):88-92.
[41]BELL C R,RIDGE K.Service recovery for trainers[J].Training and development,1992,46(5):58-63.
[42]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.
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