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本文运用关键事件技术分析银行、餐饮、美发、网上购物和酒店等5个服务行业情境下引致顾客欣喜和愤怒的原因。研究结果发现驱动顾客欣喜的因素包括人际因素服务人员、非人际因素一意外价值和非人际因素一服务氛围,引致顾客愤怒的因素包括人际因素一服务人员、人际因素一其他顾客和非人际因素一产品。驱动顾客欣喜和愤怒的因素存在不一致,说明了欣喜和愤怒不是情绪反应的两个极端。而且,在不同的服务行业内针对不同个性特征顾客驱动顾客欣喜和顾客愤怒的原因存在一定的差异。
This article uses key event techniques to analyze the causes of customer delight and outrage in the context of five service industries, including banking, restaurants, hairdressing, online shopping and hospitality. The findings find that the factors that drive customer delight include interpersonal factor service personnel, non-interpersonal factor-accidental value and non-interpersonal factor-service atmosphere. Factors that cause customer anger include interpersonal factors-service personnel, interpersonal factors-other interpersonal and non-interpersonal factors product. There are inconsistencies in the factors that drive the customers’ delight and anger, which shows that happiness and anger are not the two extremes of emotional reactions. Moreover, there are some differences in the reasons why customer-driven customer delight and customer anger for different personality traits in different service industries.