顾客关系对感知损失、情绪和补救期望的影响
The Impact of Relationship Type on Customer Perceived Loss，Emotion and Recovery Expectation under the Circumstance of Service Failure
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摘要:采用情景模拟方法，以餐饮业为例，测评了顾客关系(包括信任关系和偶遇关系)对服务失误背景下的顾客感知损失、情绪和补救期望的影响，结果发现：具有良好顾客关系(或信任关系)能够在一定程度上缓解顾客对服务失误所造成的感知损失(包括物质损失和精神损失)、负面情绪和精神补救期望，但对顾客物质补救期望和补救方式期望没有影响，这对服务企业制定补救策略具有指导意义。Abstract:This article discusses the impacts of customer relationship types, i.e., trust relationship and encounter relationship, on the customers'loss perception, emotion and compensation expectation in the cases of service failure in catering industry, adopting the method of scenario simulation experiment. The findings show that good customer relationship can alleviate customers'perceived loss (including material losses and psychological damage), negative mood and spiritual compensation expectation caused by service failure to a certain extent, though has no impacts on material compensation expectation and compensation services provided by the company. Those research results can be taken as a theoretical guide for service companies to formulate a service compensation strategy.
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