多渠道服务商线上服务失败对线下顾客忠诚的影响——解释水平和品牌强度的调节作用

被引：3

作者：

汪旭晖

王东明

机构：

[1] 东北财经大学工商管理学院

来源：

财贸研究 | 2017年 / 28卷 / 10期

关键词：

线上服务失败; 线下顾客忠诚; 品牌强度; 解释水平; 线上顾客满意;

D O I：

10.19337/j.cnki.34-1093/f.2017.10.009

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

通过实验方法研究了多渠道服务商线上服务失败对线下顾客忠诚的影响及其作用机制与边界条件。研究一探索了多渠道服务商线上服务失败对于线上顾客满意、线下顾客忠诚的影响以及品牌强度对于线上服务失败与线上顾客满意、线下顾客忠诚之间关系的调节作用,研究二加入解释水平边界条件,结论显示:在线服务失败负向影响在线顾客满意;线上顾客满意正向影响线下顾客忠诚;品牌强度对于线上服务失败与线上顾客满意、线下顾客忠诚之间关系不具有调节作用;当顾客具有高解释水平时,线上服务失败负向影响线下忠诚,当顾客具有低解释水平时,轻度服务失败与重度服务失败对于线下顾客忠诚的影响无显著差异。

引用

页码：98 / 110

页数：13

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