CAJ | 학술논문

从消费者心理角度出发,构建了服务补救影响消费者持续信任的概念模型,运用情景模拟方法收集了246份有效问卷,并利用SPSS20. 0和AMOS20. 0对模型进行检验. 研究表明,服务补救中的有形补偿和响应速度对消费者持续信任和补救后满意均有显著的正向影响,补救后满意又显著影响消费者持续信任. 两类失误归因中,稳定性归因对服务补救与消费者持续正直信任、持续能力信任和补救后满意之间的关系起调节作用,可控性归因对服务补救与持续正直信任和持续友善信任的关系起调节作用.
종소비자심리각도출발,구건료복무보구영향소비자지속신임적개념모형,운용정경모의방법수집료246빈유효문권,병이용SPSS20. 0화AMOS20. 0대모형진행검험. 연구표명,복무보구중적유형보상화향응속도대소비자지속신임화보구후만의균유현저적정향영향,보구후만의우현저영향소비자지속신임. 량류실오귀인중,은정성귀인대복무보구여소비자지속정직신임、지속능력신임화보구후만의지간적관계기조절작용,가공성귀인대복무보구여지속정직신임화지속우선신임적관계기조절작용.
From the perspective of customer psychology, this paper set up the conceptual model of customer continuous trust, which was affected by service recovery based 246 valid questionnaires by scenario simulation, and then the model was test by SPSS20. 0 and AMOS20. 0. Result revealed that, tangible compensation and response speed had significant positive effect on customer continuous trust and satisfaction with recovery, and the later also had great impact on customer continuous trust. For the service failure attribution, stability attribution moderated the correlation between service recovery and continu-ous integrity trust, continuous capability trust, satisfaction with recovery;controllability attribution moderated the correlation between service recovery and continuous integrity trust, continuous benevolence trust.