服务尊重需要视角下的顾客欣喜形成机理研究

营销科学学报 ›› 2014, Vol. 10 ›› Issue (1): 126-140.

服务尊重需要视角下的顾客欣喜形成机理研究

张跃先，马钦海，张晓飞

张跃先，东北大学秦皇岛分校经贸学院讲师，博士，E-mail:zyx781006@163.com.
马钦海，东北大学工商管理学院院长，教授，博士生导师，E-mail: qhma@mail.neu.edu.cn.
张晓飞，东北大学秦皇岛分校经贸学院副教授，博士，E-mail: zxf13225@sohu.com.

出版日期:2014-03-01 发布日期:2014-07-17
基金资助:
本研究得到河北省自然科学基金资助项目(G2013501074)、国家自然科学基金资助项目(71272162)、东北大学秦皇岛分校校内科研基金资助项目(XNR201404)和中央高校基本科研业务费专项资金资助项目(N110323012)的资助。

An Empirical Study on Formation Mechanism of Customer Delight Based on the Perspective of Service Esteem Needs

Zhang Yuexian, Ma Qinhai, Zhang Xiaofei

Zhang Yuexian, School of Economic and Trade, Northeastern University at Qinhuangdao;
Ma Qinhai, Business Administration, Northeastern University;
Zhang Xiaofei, School of Economic and Trade, Northeastern University at Qinhuangdao.

Online:2014-03-01 Published:2014-07-17

摘要/Abstract

摘要：

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。本研究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到提高顾客忠诚的决策范围。

关键词: 服务尊重需要, 顾客欣喜, 顾客忠诚

Abstract:

Given the importance of customer delight in winning customer loyalty, it has gained considerable attention of academic and practitioners. Based on the perspective of service esteem needs, this study examined the formation mechanism of customer delight. Research found that service esteem needs significantly and negatively affected arousal and pleasure emotion, which the latter mediated the effect of arousal emotion on customer delight. In addition to provide high-level service quality, therefore, service enterprises should not neglect the effect of service esteem needs on customer delight, and should also regard customer delight as one of decision standards of improving customer loyalty.

Key words: Service esteem needs, Customer delight, Customer loyalty

张跃先，马钦海，张晓飞. 服务尊重需要视角下的顾客欣喜形成机理研究[J]. 营销科学学报, 2014, 10(1): 126-140.

Zhang Yuexian, Ma Qinhai, Zhang Xiaofei. An Empirical Study on Formation Mechanism of Customer Delight Based on the Perspective of Service Esteem Needs[J]. Journal of Marketing Science, 2014, 10(1): 126-140.

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