论文部分内容阅读
顾客欣喜比顾客满意更能驱动顾客忠诚,这一观点已经得到了学者和企业实践者的普遍关注。本文基于服务尊重需要的视角审视顾客欣喜的形成机理。实证研究发现:服务自尊需要和服务他尊需要显著负向影响积极情绪和唤起情绪,积极情绪显著且直接影响顾客欣喜,唤起情绪没有直接影响顾客欣喜,而是通过积极情绪中介影响顾客欣喜。基于这些结论,本文认为顾客欣喜是顾客服务尊重需要满足唤起的愉快情绪反应,这就告诉服务管理者在强调高质量服务水平的同时,不能忽视顾客服务尊重需要满足而诱发的顾客积极情绪和顾客欣喜,更要把提高顾客欣喜纳入提高顾客忠诚的决策范围。
Customer delight drives customer loyalty more than customer satisfaction, a point that has gained widespread attention from academics and business practitioners. This article examines the formation of customer delight based on the need for service respect. Empirical studies have found that serving self-esteem and serving self-respect need to significantly negatively affect positive emotions and arouse emotions. Positive emotions are significant and directly affect customer delight. Arousing emotions does not directly affect customer delight, but affects positive customers through positive emotions. Based on these conclusions, this paper argues that customer delight is the pleasant emotional response that customer service respect needs to be satisfied. This tells service managers to emphasize the high quality of service while not neglecting customer service respecting customer positive emotions and customers Rejoicing, but also to improve customer satisfaction into the decision-making to improve customer loyalty.