服务失败情境下顾客关系的缓冲效应和放大效应研究

›› 2019, Vol. 31 ›› Issue (12): 127-135.

服务失败情境下顾客关系的缓冲效应和放大效应研究

李晓飞¹, 马宝龙², 蒋中俊²

1. 清华大学经济管理学院, 北京 100084;
2. 北京理工大学管理与经济学院, 北京 100081

收稿日期:2017-03-17 出版日期:2019-12-28 发布日期:2019-12-24
作者简介:李晓飞,清华大学经济管理学院博士后;马宝龙,北京理工大学管理与经济学院教授,博士生导师,博士;蒋中俊,北京理工大学管理与经济学院硕士研究生。
基金资助:
国家自然科学基金面上项目（71672008）；国家自然科学基金重点项目（71432002）；北京市自然科学基金项目（9162012）。

Buffering and Amplifying Effects of Customer Relationship in Service Failure

Li Xiaofei¹, Ma Baolong², Jiang Zhongjun²

1. School of Economics and Management, Tsinghua University, Beijing 100084;
2. School of Management and Economics, Beijing Institute of Technology, Beijing 100081

Received:2017-03-17 Online:2019-12-28 Published:2019-12-24

摘要/Abstract

摘要：

本文研究了服务失败情境下顾客关系的缓冲效应和放大效应的产生机制及其边界条件。实证研究结果显示，在服务失败情境下，顾客关系质量通过影响关系惯性进而负向影响顾客的负面行为（抵制企业、转移行为、负面口碑）。服务失败的严重性和可控性是顾客关系缓冲效应和放大效应的边界条件。当服务失败的严重性低时，顾客关系产生缓冲效应，减少了顾客负面行为的发生；当服务失败的严重性高时，顾客关系产生放大效应，加剧了顾客负面行为的产生。当服务失败的可控性低时，顾客关系产生缓冲效应；当服务失败的可控性高时，顾客关系产生放大效应。

关键词: 顾客关系, 缓冲效应, 放大效应, 边界条件, 服务失败

Abstract:

In the context of service failure, this research examines the mechanism of buffering and amplifying effect of customer relationship, and finds out the boundary conditions of these effects. The empirical results show that relationship quality affects customers' negative behaviors (avoidance, switch and negative word-of-mouth) through relational inertia. The severity and controllability of service failure are the boundary conditions of buffering and amplifying effect of customer relationship. When the severity is low, the customer relationship produces a buffering effect; when the severity is high, the customer relationship has an amplifying effect. When the controllability is low, the customer relationship has a buffering effect; when the controllability is high, the customer relationship has an amplifying effect.

Key words: customer relationship, buffering effect, amplifying effect, boundary conditions, service failure

李晓飞, 马宝龙, 蒋中俊. 服务失败情境下顾客关系的缓冲效应和放大效应研究[J]. , 2019, 31(12): 127-135.

Li Xiaofei, Ma Baolong, Jiang Zhongjun. Buffering and Amplifying Effects of Customer Relationship in Service Failure[J]. , 2019, 31(12): 127-135.

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