服务质量正日益成为顾客中心时代的竞争焦点,它除了受多种因素的综合作用表现出明显的认知层次性外,还受产品使用或消费经历中所引发的消费情感的影响。本文通过对服务质量及消费情感的理论综述,从认知和情感两个层面分析其对服务质量的综合作用,以便服务从业人员采取有效措施提高顾客的赞美增加度。 Quality of service is increasingly becoming the focus of competition in the age of customer centers. In addition to its obvious cognitive level under the combined effects of various factors, it is also affected by consumer sentiments arising from product usage or consumption experiences. Through the theoretical review of service quality and consumer sentiment, this article analyzes its comprehensive effect on service quality from two aspects of cognition and emotion so that service practitioners can take effective measures to increase the appreciation degree of customers.