消费者市场营销中的“双因素”分析

一般产品所具有的功能、质量等要素只能给消费者带来生理效用,厂商必须重视这些因素,但又不能全部寄希望于通过提高质量、完善功能和降低价格来赢得市场。产品的款式、品牌、包装、形象和广告要素是一般产品中消费者获得心理满足和精神享受的源泉。这些因素的不足呈较少引起消费者的显性不满即投诉,但它们的改善却能给消费者带来极大的满足,激发起他们的购买热情。     

网购认知与顾客抱怨行为的关系研究

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。     

论酒店服务失误与补救：顾客对公平原则的看法

由于服务的特殊属性和服务传送过程的复杂性,酒店服务失误不可避免,且发生频率很高。因此服务补救是酒店确保顾客满意度的重要策略之一．把西方学者Tax等人和Blodgett等人提出的公平原则和西方服务业研究人员的发现运用到酒店服务失误和服务补救中,探索了中国消费者对酒店服务失误补救的看法。研究结果显示中国消费者认为适当的补偿是公平的;同时他们非常注重过程公平性。却对程序公平性的认知模糊。     

Consumer reliance on intangible versus tangible attributes in service evaluation: the role of construal level

The services marketing literature has traditionally characterized intangibility as the most critical distinction between services and goods, but in practice service production and consumption often involve both intangible and tangible elements. While prior research has examined and debated service intangibility from the firm’s perspective, what is missing is an understanding of how consumers weigh the relative importance of intangible versus tangible attributes in their service evaluation. Drawing on construal level theory, the authors propose that consumers with a high (vs. low) construal level rely more on intangible (vs. tangible) attributes in service evaluation. Furthermore, the effect of construal level on service evaluation is mediated by imagery vividness, with service type (e.g., experience vs. credence services) serving as a boundary condition. The authors conduct two field studies and two lab experiments and find that under a high construal level, consumers rely more on intangible attributes in their service evaluation and choice formation; under a low construal level, consumers rely more on tangible attributes in their service evaluation and choice. The findings not only offer new insights to help reconcile the disparate perspectives on service intangibility in the literature but also have practical implications on service firms’ positioning strategies that vary across time (e.g., advance selling vs. on-site selling) and space (e.g., near vs. distant outlet), as well as which attributes to emphasize in their marketing communications.     

Agency and trust mechanisms in consumer satisfaction and loyalty judgments

The authors propose a framework for understanding key mechanisms that shape satisfaction in individual encounters, and loyalty across ongoing exchanges. In particular, the framework draws together two distinct approaches: (1) agency theory, rooted in the economic approach, that views relational exchanges as encounters between principals (consumers) and agents (service providers) and (2) trust research that adopts a psychological approach toward consumer-provider relationships. In so doing, the authors specify how trust mechanisms cooperate and compete with agency mechanisms to affect satisfaction in individual encounters and influence loyalty in the long run. Because a multidimensional conceptualization of trust is used, the hypothesized framework offers a fine-grained understanding of the interrelated mechanisms. The high level of specificity allows extraction of multiple propositions, facilitates empirical testing, and encourages theoretical development of the proposed model. Several directions to guide future research are provided. Jagdip Singh is Professor of Marketing at the Weatherhead School of Management at Case Western Reserve University. His current research interests include consumer dissatisfaction and complaint responses, O-P-C (organization-person-customer) processes that occur in frontline/boundary roles, and measurement issues in marketing. He has published in theJournal of Marketing, theJournal of Marketing Research, theJournal of the Academy of Marketing Science, theJournal of International Business Studies, andPsychological Assessment, among others. Deepak Sirdeshmukh is Assistant Professor of Marketing at the Weatherhead School of Management at Case Western Reserve University. His current research involves a multiindustry examination of the role of trust in building consumer-firm relationships. Other research interests include consumer evaluation of brand extensions and consumer information processing. He has published in theJournal of Marketing Research, theJournal of Consumer Research, and theJournal of Consumer Psychology.     

A multivariate analysis of responses to dissatisfaction

Although consumer dissatisfaction is ubiquitous in the marketplace, empirical studies of dissatisfaction have been narrow in focus. This is especially true for studies of responses to dissatisfaction, for these investigations tend to ignore all dissatisfaction responses except complaint behavior. The study reported here replicates and extends an earlier investigation by concurrently examining three dissatisfaction responses—complaints, word of mouth, and brand switching intentions. Three sets of variables were examined in relationship to these responses: characteristics of the product problem, perceptions of the redress environment, and consumer characteristics. Complaint behavior and intention to switch brands showed strongest relationships with the first two types of variables. Word of mouth, on the other hand, seemed to be more heavily influenced by the consumer’s level of social interaction, a consumer characteristic. Findings indicate that the three dissatisfaction responses are independent in that they share little if any common variance and they seem to be influenced in different ways by the correlates studied.     

Voice,exit, and negative word-of-mouth behaviors: An investigation across three service categories

Drawing upon Hirschman’s (1970) framework for Exit, Voice and Loyalty, a model is proposed which predicts and explains variation in voice, exit, and negative work-of-mouth behaviors. The findings from extant consumer complaining behavior (CCB) literature are also incorporated into the hypothesized model. Using data from customer dissatisfaction with three different service categories, the proposed model is subjected to empirical investigation. Despite the parsimony of Hirschman’s framework, results show that the hypothesized model provides good model-fit indices in each of the three data sets. In addition, the explanatory power of the model is encouraging, ranging from 36 percent to 50 percent variance explained. However, the support for the hypothesized pattern of CCB rates across the service categories is mixed. Specifically, while voice responses conform to the hypothesized pattern, exit responses do not. Implications stemming from a comparative analysis of the results are discussed, and directions for future research outlined.     

Consumer decision to upgrade or downgrade a service membership

Service memberships are commonly used to support consumer relationships, yet the mechanisms for consumers’ membership decisions are poorly understood. This paper develops a model of consumers’ decision to modify (upgrade or downgrade) a service membership conditional on their decision to renew. Bridging insights from relationship marketing and consumer behavior, the proposed model conceptualizes how relational drivers differentially influence the upgrade/downgrade decision while also modeling the effect of transactional, membership and socio-demographic variables. The posited hypotheses are tested with a multinomial logit model with selection using multi-source (archival and survey) consumer-level data related to renewable service memberships in a not-for-profit context. Results suggest that modification decisions are driven by relational payoffs from ongoing experiences such that upgrade decisions evidence a “motivator” effect of consumer trust (quadratic), while downgrade decisions indicate a negative influence of consumer trust conditional on perceived knowledge. Managerially, the study indicates that, while membership modification and renewal are disparate decisions with remarkably divergent mechanisms, to examine and analyze them as independent decisions is to risk misjudgments about their determinants and waste resources in investments that are unlikely to yield desired return.     

Intentions to use mobile services: Antecedents and cross-service comparisons

This article develops and tests a model to explain consumers’ intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and domestication research, the authors put forth an integrated model that explains intention to use mobile services. The model proposes four overall influences on usage intention: motivational influences, attitudinal influences, normative pressure, and perceived control. The authors study the type of interactivity and process characteristics associated with the service that moderate the effects on the relationship between the proposed antecedents and usage intention. The results from empirical studies of four mobile services show strong support for the effects of motivational influences, attitudinal influences, normative pressure, and perceived control on consumers’ intentions to use mobile services. Some of the effects are moderated by process characteristics (goal-directed vs. experiential services) that are associated with the service.     

Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior

This article reports the development of a theoretical model of consumer complaint behavior by using cognitive appraisal theory as its foundation. Because of its importance to management and lack of attention in the marketing literature, specific emphasis is placed on the phenomenon of noncomplaining and the role of consumer emotion in dissatisfying marketplace experiences. The model presents cognitive appraisal as the key element in the evaluation of consumer threat and harm, which subsequently may result in psychological stress. Stressful appraisal outcomes are suggested to elicit emotive reactions that, in conjunction with cognitive appraisal, influence the type of coping strategy used by the consumer. Three coping strategies (problem focused, emotion focused, and avoidance) are identified and discussed. Key propositions are illustrated by using in-depth interview data from a sample of older female consumers. Nancy Stephens is an associate professor of marketing at Arizona State University. She has published a variety of studies on consumer behavior, services marketing, and marketing communications issues in such publications as theJournal of Marketing Research, theJournal of Advertising Research, theJournal of Advertising, and theJournal of Services Marketing, as well as many conference proceedings. Kevin P. Gwinner is an assistant professor of marketing in the School of Business at East Carolina University, North Carolina. His research interests include performance issues of customer-contact service employees, consumer complaint behaviors, and corporate sponsorship issues. His research has been published in theJournal of the Academy of Marketing Science, theInternational Journal of Service Industry Management, International Marketing Review, and theJournal of Marketing Education.     

Influence of catalog vs. store shopping and prior satisfaction on perceived risk

This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction/dissatisfaction derived from prior catalog purchase experience was also identified.     

强制服务的经济学分析

强制服务是并非出于消费者意愿而不得不接受的服务,其能够长期存在是由其产品特性、运营商的行业特点、消费者个体理性与集体理性的冲突等决定的.从整个社会来看,强制服务造成的社会损失要大于收益,但运营商可以赚取利润,损失全部由消费者承担.强制服务问题的解决需要打破行业垄断、降低消费者维权成本以及促进消费者联盟的形成.     

零售企业服务补救与顾客满意关系实证研究

零售企业作为典型的服务提供者,在服务过程中出现服务失败和顾客不满是不可避免的,这就要求企业对其失误进行补救,最大限度的降低顾客的不满,这就是服务补救。服务补救适当可以重建顾客满意,留住顾客,赢得“二次成功”。研究结果检验了零售企业的补救措施对于顾客满意的影响,以及顾客满意度形成过程中顾客感知公平的中介作用,并提出了相应的对策。     

网购服务补救质量对顾客行为意向的影响研究

文献表明服务补救质量与顾客的后续行为之间存在着显著的相关关系,但在网购情境下这种关系是否存在还未得到充分检验。论文从交互质量、程序质量、信息质量和结果质量四个维度衡量网购服务补救质量,构建了网络购物服务补救质量对顾客行为意向的影响模型,并对模型进行了检验。结果发现,网购情境下服务补救质量对顾客满意度和行为意向均有显著的影响,且顾客满意度在服务补救质量影响顾客行为意向的过程中起到了中介作用。     

Consumer brand relationships: an investigation of two alternative models

Many studies have proposed the use of the relationship metaphor to enhance the understanding of the relationship between consumers and brands. However, few studies have empirically tested consumer–brand relationship models. In this paper, the authors argue that the success of developing empirical models of consumer–brand relationships depends on the adequacy of the metaphoric transfer. The authors compare two models of consumer–brand relationships—the brand relationship quality (BRQ) model and the relationship investment (RI) model on the basis of empirical fit and model interpretation. They modify both models to better accommodate less involving relationships and test them in two studies. The findings suggest that the modified RI model offers a straightforward interpretation of consumer–brand relationships that vary in intensity. The results from the BRQ model are less clear, though further refinements of the model demonstrates the increased potential of the BRQ model compared with traditional attitude models to explain relationships between consumers and brands.     

基于旅游者风险规避理论的导游管理模式重构

根据旅游者风险规避理论,我国目前的旅游消费陷入了一种“风险规避恶性循环”,而提倡诚信经营、引入公开化、透明化运营机制是打破这种恶性循环的有效措施。据此可重新安排导游服务消费过程,实行导游服务信息公开、明确定价,消费者自主选择导游,从而解决导游薪酬、管理体制、培训和晋升等问题,构建“以导游服务管理公司为管理主体,以旅游消费者利益为制度安排最终目的,旅游行政管理部门监督调控,旅行社灵活聘用”的理想导游管理模式。     

Consumer and provider expectations and experiences in evaluating professional service quality

Providers of professional services have recently awakened to consumer challenges, competition and the realities of marketing. Looking at the expectations and experiences of providers and consumers can provide special insight into the services evaluation process and perceived service quality. By evaluating both professionals’ and consumers’ perspectives, differences in perceptions can be identified and characterized. Inconsistencies in perceptions between two parties to an exchange may result in dissatisfaction, while positive consistencies in these assessments aid in building on-going relationships.     

服务技术创新与服务忠诚关系模型的创建及应用

从顾客感知的角度探讨服务技术创新的结果表现、效率、易用性、感知控制、便利性和感知风险等特点与服务忠诚的关系,研究表明：服务技术创新的结果表现、效率和易用性与服务质量正相关;便利性对服务忠诚具有直接的正向作用,感知控制与服务质量和感知价值都无显著相关;而顾客的感知风险与服务质量和服务忠诚之间存在负相关;同时也证实了服务质量和感知价值都对服务忠诚具有正向影响的观点。服务企业应积极地进行技术创新,尤其要重视能吸引消费者尝试使用并重复使用的因素,并把监控与减少消费者的风险感知作为吸引消费者使用创新性服务技术并培养其忠诚的重要工作。     

Alienation from the marketplace

The research compares consumers with professional marketers on alienation from the marketplace, direct-action to overcome dissatisfaction with products, and support of government intervention in the marketplace. Consumers were clearly more alienated than marketing professionals and tended to be more supportive of radical government intervention. Professional marketers were more prone to direct-action than were consumers. A discussion follows with implications for marketing as a key integrating institution in society, and the direction of change in the marketplace. Pepsico, Inc.     

对湖北农村金融消费者保护问题的思考

金融产品和服务具有专业化、技术化的特性,面对由金融精英组成的金融产品和服务的提供者,金融消费者相对而言不一定具备金融专业知识,信息不对称的弱势地位显而易见。农村金融消费者由于文化素质低,金融知识缺乏,加之弱势群体的心里劣势,消费者权益更容易受到侵害。侵害消费者的行为不仅损害了农民的利益,也损害了公众对金融体系的信心,影响金融行业的健康发展。针对农村消费者保护不力的状况,需要从增强农村金融供给、提高消费者文化素质和维权意识,加强金融机构的服务意识以及加强金融监管等多方面着手。