国外消费者宽恕研究综述及趋势展望

产品危机或服务失误发生后,补救措施作为外部刺激,其根本目的在于激起消费者的内部响应,引导消费者宽恕。消费者宽恕是企业长期服务补救努力的关键所在,可为企业创造极高的价值,对重构双方关系、实现顾客保留具有重要作用。深入研究消费者宽恕的形成机理及其作用机制具有重要的理论与实践意义。目前,虽然国内外学者已经开始重视对消费者宽恕的研究,但相关理论研究还不够深入,理论框架也不够完善。未来的研究应对消费者宽恕测量工具的开发、消费者个体差异对宽恕的影响、消费者宽恕结果变量的实证研究、情境宽恕的跨文化实证研究予以重点关注。

The Summary and Trend Overlook of Foreign Consumer Forgiveness Study

After product crisis and service failure,the basis target of recovery measure,which is a kind of external stimulation,is to stimulate the customers’ internal responsiveness and lead them to forgive.Consumer forgiveness is the focus of long-term service recovery effort;it can create very high value for the enterprises;and it is of great significance for rebuilding mutual relations and retaining customer.Currently,foreign researchers have placed emphasis on the study of consumer forgiveness.Carrying out the profound research on the formation and operation mechanism of customer forgiveness is of great theoretical and practical significance.At present,though there are some domestic and overseas scholars have begun to pay more attention to this study,the related theoretical research is not profound enough and the theoretical frame is not perfect,either.The future research should focus on the development of measurement tools of customer forgiveness,the influence of customer individual difference on forgiveness,the positive research on outcome variables of customer forgiveness and the cross-culture empirical study on forgiveness.