消費情感對服務質量和顧客滿意感影響的實證研究

摘 要：以往對顧客滿意和服務質量的研究，主要都是從顧客的認知角度進行，顧客情感在消費過程中對顧客服務評價和購后行為的影響未得到應有的重視?；诰S納在心理學研究中提出的“歸因—情緒反應—行為預期”的理論框架，本研究建立起整合消費情感、顧客認知、服務質量和顧客滿意的概念模型，提出相應假設，并通過實證方法對該模型進行了驗證。研究結果表明，消費情感與認知顯著相關，并且與顧客認知共同顯著影響著整體服務質量評價和顧客滿意。其中，積極情感對兩者有顯著正向影響，而自我和外在歸因的消極情感則與兩者顯著負相關。值得注意的是，自我歸因的消極情感對中國消費者的影響表現出與西方文化背景下不同的特性。

關鍵詞：消費情感；歸因理論；服務質量；顧客滿意

中圖分類號：F713.55 文獻標識碼：A 文章編號：1003-5192(2008)03-0029-07

An Empirical Study About the Effect of Consumption Emotions on Service Quality and Customer Satisfaction

SU Qin，CUI Yan-wu，ZHANG Chi

(School of Management，Xi’an Jiaotong University，Xi’an 710049，China)

Abstract：The importance of service quality and customer satisfaction has been recognized and a lot of studies about them have been done. But almost all the studies have been based on the cognition till now. However recent researches suggest that consumption emotions have important influence on them. Based on a framework of “Attribution-Emotion-Action” by Weiner，this study suggest a model including emotion，cognition，service quality and customer satisfaction and authors empirically test it. The results show consumption emotions has significant influence on service quality and customer satisfaction. Positive affect has positive effect；whereas self-attributed and others-attributed negative affect has negative effect. It is interesting findings that self-attributed negative emotions reveal some characteristics in different culture background.

Key words：consumption emotions；attribution theory；service quality；customer satisfaction

1 引言

服務業的迅猛發展是我們所處的當前經濟時代區別于以往的最鮮明的特征之一。與傳統制造業相比，顧客在服務過程中需要更多的精力和情感投入，來應付服務業中普遍存在的人際交互行為。服務人員很容易觀察到的現象是，顧客在消費過程中存在不同的情緒狀態，一個興奮的顧客往往比一個沮喪的顧客更容易溝通和接觸，對服務質量也更為滿意。由此可見，如果服務人員可以對顧客情感有更多的了解，并采取有效措施，無疑會提高企業的服務效率和質量，使顧客更為滿意。……