CAJ | 학술논문

顾客欣喜比顾客满意更能驱动顾客忠诚，这一观点已经得到了学者和企业实践者的普遍关注。本文基于服务尊重需要的视角审视顾客欣喜的形成机理。实证研究发现：服务自尊需要和服务他尊需要显著负向影响积极情绪和唤起情绪，积极情绪显著且直接影响顾客欣喜，唤起情绪没有直接影响顾客欣喜，而是通过积极情绪中介影响顾客欣喜。基于这些结论，本文认为顾客欣喜是顾客服务尊重需要满足唤起的愉快情绪反应，这就告诉服务管理者在强调高质量服务水平的同时，不能忽视顾客服务尊重需要满足而诱发的顾客积极情绪和顾客欣喜，更要把提高顾客欣喜纳入提高顾客忠诚的决策范围。
고객흔희비고객만의경능구동고객충성，저일관점이경득도료학자화기업실천자적보편관주。본문기우복무존중수요적시각심시고객흔희적형성궤리。실증연구발현：복무자존수요화복무타존수요현저부향영향적겁정서화환기정서，적겁정서현저차직접영향고객흔희，환기정서몰유직접영향고객흔희，이시통과적겁정서중개영향고객흔희。기우저사결론，본문인위고객흔희시고객복무존중수요만족환기적유쾌정서반응，저취고소복무관리자재강조고질량복무수평적동시，불능홀시고객복무존중수요만족이유발적고객적겁정서화고객흔희，경요파제고고객흔희납입제고고객충성적결책범위。
Given the importance of customer delight in winning customer loyalty,it has gained considerable attention of academic and practitioners.Based on the perspective of service esteem needs,this study examined the formation mechanism of customer delight.Research found that service esteem needs significantly and negatively affected arousal and pleasure emotion,which the latter mediated the effect of arousal emotion on customer delight.In addition to provide high-level service quality,therefore,service enterprises should not neglect the effect of service esteem needs on customer delight,and should also regard customer delight as one of decision standards of improving customer loyalty.