CAJ | 학술논문

服务诚信问题是旅游业中备受关注的一个现实问题。已有研究从企业层面分析了旅行社整体诚信度对顾客与企业关系的影响，但对于单次服务中不诚信行为如何影响顾客信任，尚缺乏深入的探讨。文章试图用心理契约违背理论来分析服务不诚信行为对顾客信任的影响过程，同时考虑企业声誉在其中的作用。在访谈研究的基础上，文章通过情景实验法来检验研究假设。实验结果表明，服务不诚信行为不仅导致顾客对旅游服务的期望未被满足，也让顾客感觉自己遭到背叛，因而造成顾客对企业的信任感降低。企业声誉在顾客信任违背过程中发挥着双面效应，既有缓冲的作用，也有激化的作用。但总的来说，在高声誉条件下，不诚信行为严重程度越高所造成的顾客负面反应变化幅度更大。
복무성신문제시여유업중비수관주적일개현실문제。이유연구종기업층면분석료여행사정체성신도대고객여기업관계적영향，단대우단차복무중불성신행위여하영향고객신임，상결핍심입적탐토。문장시도용심리계약위배이론래분석복무불성신행위대고객신임적영향과정，동시고필기업성예재기중적작용。재방담연구적기출상，문장통과정경실험법래검험연구가설。실험결과표명，복무불성신행위불부도치고객대여유복무적기망미피만족，야양고객감각자기조도배반，인이조성고객대기업적신임감강저。기업성예재고객신임위배과정중발휘착쌍면효응，기유완충적작용，야유격화적작용。단총적래설，재고성예조건하，불성신행위엄중정도월고소조성적고객부면반응변화폭도경대。
Business integrity in services relating to the travel industry is of significant concern in China. Deceitful behaviour within the industry, such as employing inadequately trained guides and changing travel itineraries without approval, constitutes over half of the domestic tourist complaints. Such improper behavior has placed the integrity of travel agents into question, and has resulted in a loss of public trust in the entire industry. Previous research has investigated how overall corporate integrity affects customer trust ; however, few studies have focused on the influence of integrity issues in the service delivery. This study uses psychological contract violation theories to explain how integrity issues in service delivery affect customer trust, and investigates the effects on corporate reputation. This study proposed customer perceived unmet expectations and perceived betrayal as mediators to investigate customer reactions to integrity issues as a process of integrity - based trust violation. In the first study stage, a small sample of customer interviews was conducted among those who had experienced integrity issues in travel services, providing primary evidence that supported the hypothesis. Subsequently, a 2 x 2 scenario - based experiment was undertaken using the severity of the integrity issue （high vs. low） and corporate reputation （high vs. low） as between - subjects factors. In the main experiment, 120 domestic passengers in Guangzhou Baiyun airport, Guangdong Province, China were recruited for compensation of 3 RMB and were randomly assigned to one of the four cells. Analysis of variance （ANOVA） on manipulation checks of the severity of integrity issue and corporate reputation indicate results consistent with expectations. Respondents in the high severity condition have a significantly higher perception of the severity of integrity issue than do those in a low condition （4.58 vs. 5.58,p〈0.001 ）, while there is no difference in perceptions between the groups on corporate reputation （5.07 vs. 4.98,p〉0.1）. The manipulation check of corporate reputation showed similar patterns. The ANOVA analysis results indicate the main effects of integrity issue severity on customer trust, and further supports the mediation effects of perceived unmet expectation and perceived betrayal. Specifically, the severity of the integrity issue negatively affects customer＇ s perceived expectation unmet and perceived betrayal, and thus damages customer trust. Moreover, corporate reputation acts as a double - edged sword in the trust violation process that buffers the influences of integrity issues in the low - severity situations and strengthens those influences in the high - severity situations. These findings imply the necessity of corporate integrity in the travel industry. Travel agencies and operators should regard integrity as a code of conduct, create an environment that supports ethical behavior, and instill a sense of accountability among employees. It is essential for travel service companies to initiate timely efforts to combat the negative influences of integrity issues. For example, refunds and compensations that focus on improving service performance outcomes help to remedy the unmet expectations of customers, while social interactions such as apologies and explanations are helpful to rebuild customer relationships. Furthermore, at the industry level, a travel agency and operator credit information system needs to be established. By effectively reducing information asymmetry, a well - established credit information system is deemed to restrain the opportunistic behavior of travel service companies. This study contributes to existing literature by investigating the mediating process of integrity - based trust violation. The emphasis on psychological contract violation extends the prior trust violation model.