北京航空航天大学学报(社会科学版)
北京航空航天大學學報(社會科學版)
북경항공항천대학학보(사회과학판)
JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND ASTRONAUTICS(SOCIAL SCIENCES EDITION)
2015年
4期
91-97
,共7页
服务失误%重复购买%企业%消费者%营销
服務失誤%重複購買%企業%消費者%營銷
복무실오%중복구매%기업%소비자%영소
service failures%repeat purchasing%enterprises%consumerr%marketing
针对服务失误情境下,服务企业如何提高竞争力、吸引顾客重复购买的问题,探索影响消费者行为不转换服务商的因素。通过文献查阅、深度访谈和专家咨询,提炼22个影响因素,并利用探索性因子分析和验证性因子分析,将22个因素归纳为6类;采用主成分分析方法计算出6类因素权重从高到低依次排序是成本因素、收益因素、信任因素、渠道因素、关系因素和替代品因素,进而通过独立样本T检验发现,消费者性别、关系类型对消费者遭遇服务失误重复购买行为有影响,而消费者损失类型对其影响不显著。
針對服務失誤情境下,服務企業如何提高競爭力、吸引顧客重複購買的問題,探索影響消費者行為不轉換服務商的因素。通過文獻查閱、深度訪談和專傢咨詢,提煉22箇影響因素,併利用探索性因子分析和驗證性因子分析,將22箇因素歸納為6類;採用主成分分析方法計算齣6類因素權重從高到低依次排序是成本因素、收益因素、信任因素、渠道因素、關繫因素和替代品因素,進而通過獨立樣本T檢驗髮現,消費者性彆、關繫類型對消費者遭遇服務失誤重複購買行為有影響,而消費者損失類型對其影響不顯著。
침대복무실오정경하,복무기업여하제고경쟁력、흡인고객중복구매적문제,탐색영향소비자행위불전환복무상적인소。통과문헌사열、심도방담화전가자순,제련22개영향인소,병이용탐색성인자분석화험증성인자분석,장22개인소귀납위6류;채용주성분분석방법계산출6류인소권중종고도저의차배서시성본인소、수익인소、신임인소、거도인소、관계인소화체대품인소,진이통과독립양본T검험발현,소비자성별、관계류형대소비자조우복무실오중복구매행위유영향,이소비자손실류형대기영향불현저。
In service failure situations , service enterprises should consider how to improve the competitiveness and at -tract customers to repeat purchase .This paper explores the factors affecting consumer behavior related to not conver -sion service provider.First, based on the previous literature, depth interviews and pre-investigations, the paper put forward 22 factors that may affect customers ’ behavior of repeat purchasing in service failure .Through exploratory factor analysis and confirmatory factor analysis , these 22 factors are grouped into six categories .Then the authors cal-culate and weigh these six categories based on the principal component analysis , that is the “cost factor”“profit fac-tor”“trust factor”“relationship factors”“channel factors”and“alternative factors”.Second , independent samples T test shows that gender and relationship types have certain influence on the consumers ’ behavior of non-switching when encountering service failure , but the influence of loss types is not significant .