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关系规范与服务补救类型对消费者宽恕意愿的影响研究
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Abstract:
消费者与企业间的关系规范会影响消费者对企业及其行为的评价，企业可充分利用关系这一资源，在服务失误时有针对地补救，以最大化服务补救的效用。本文同时将关系规范和服务补救纳入模型，研究补救后的消费者宽恕。通过情景模拟法收集问卷、回归分析法处理数据。研究发现，关系规范与服务补救类型交互影响宽恕意愿、品牌依恋，品牌依恋中介了关系规范对消费者宽恕的作用。最后，本文讨论了研究的理论意义和实践启示。
The relationship norms between consumers and enterprises will affect consumers’ evaluation of enterprises and their behaviors. Enterprises can leverage the relationship as a resource to maximize the utility of service recovery. This paper incorporates both relationship norms and service recovery into the model to study consumer forgiveness after recovery. We collected questionnaires through a scenario simulation method and used regression analysis to process the data. The study found that relationship norms and service recovery types interact with forgiveness and brand attachment, and brand attachment mediates the effect of relationship norms on forgiveness willingness. Finally, we discussed the theoretical contributions and practical implications of this study.
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