CAJ | 학술논문

采用情景模拟和问卷调查方法，以饭店服务失误和补救为例，测评了在相同服务失误背景下服务补救内容和顾客关系对消费者情绪与行为意向的影响。结果发现：服务补救内容和顾客关系对消费者情绪与行为意向均有显著差异性影响，表现为：无论信任关系还是偶遇关系，精神补救相比物质补救能使消费者产生更高的积极情绪、口碑传播、重购意向和更低的消极情绪。无论接受物质补救还是精神补救，信任关系消费者比偶遇关系消费者产生更高的积极情绪、口碑传播、重购意向和更低的消极情绪。
채용정경모의화문권조사방법，이반점복무실오화보구위례，측평료재상동복무실오배경하복무보구내용화고객관계대소비자정서여행위의향적영향。결과발현：복무보구내용화고객관계대소비자정서여행위의향균유현저차이성영향，표현위：무론신임관계환시우우관계，정신보구상비물질보구능사소비자산생경고적적겁정서、구비전파、중구의향화경저적소겁정서。무론접수물질보구환시정신보구，신임관계소비자비우우관계소비자산생경고적적겁정서、구비전파、중구의향화경저적소겁정서。
Using methods of scenario experiment research and survey approach, the impact of service recovery content and customer relationship on customers＇ emotions and behavioral intentions was measured in context of the same service failure. The results showed that service recovery content and customer relationship had significant different influence on customers＇ emotions and behavioral intentions, that was, regardless of customer relationship type, spiritual remedy could bring higher positive emotion, positive word of mouth, repurchase intention and lower negative emotion than material remedy ; regardless of receiving which kind of service recovery content, trust-based relationship could bring higher positive emotion, positive word of mouth, repurchase intention and lower negative emotion than service encounter .