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收费时机是定价策略的一个重要组成部分,企业采用先收费的定价策略容易忽略消费者的感受,对品牌关系、态度及行为、甚至对企业的长期利益都可能带来不利影响。本文探讨了先收费对消费者心理的影响机制,并从消费者和企业关系规范的角度提出先收费具体契合哪种社会规范,发现当先收费不符合预期惯例时,消费者的感知风险提高、感知价值(包括感知体贴和感知信任)受损,且便利感受下降,进而影响其态度和行为意愿。所以,先收费被更多地认为是传递了企业想要与消费者建立交易型关系而非互惠型关系的信号。 相似文献
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本文从分析导致产品危机的根本原因出发,通过正反案例分析了企业对于产品危机表现出的不同姿态导致截然不同的顾客信任,为企业管理者化解危机提供了有价值的参考。 相似文献
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This paper proposes a theoretical framework which applies concepts of “will expectation” and “should expectation” to exploring
the effects of service recovery on customers’ post-recovery satisfaction. The relationship among customers’ perceptions of
service recovery and their different expectations for service recovery will determine the probability of customers’ post-recovery
satisfaction exceeding their pre-failure satisfaction (service recovery paradox, SRP). Only when perceptions are higher than
both will and should expectations, SRP is much likely to occur. In other cases, it will be difficult to have SRP. We extend
this theory to dynamic process. The proposed theory could explain the conflicting findings of previous studies about SRP.
Results of exploratory studies provide empirical support for our theory in the static case. Managerial implications and further
research direction are also discussed. 相似文献
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