营销科学学报 ›› 2018, Vol. 14 ›› Issue (2): 1-18.

• 论文 •    下一篇

社会助长还是社会懈怠——群体规模对顾客抱怨意向影响的临界值效应

胥兴安 ,王立磊   

  1. 胥兴安,海南大学旅游学院教授,E-mail: xuxingan@foxmail.com
    王立磊,通讯作者,海南大学旅游学院副教授,E-mail: wanglileiyezi@163.com
  • 出版日期:2018-06-30 发布日期:2019-09-10
  • 基金资助:

    基金资助:本研究得到国家自然科学基金项目(71602104、71602102)和海南大学科研启动项目(kyqd (sk)1827)的资助。

Social facilitation or social loafing——Threshold effect of group size on customer’s complaining intention

Xu Xing’an, Wang Lilei   

  1. Xu Xing’an,School of tourism, Hainan University
    Wang Lilei,School of tourism, Hainan University
  • Online:2018-06-30 Published:2019-09-10

摘要:

文章基于社会助长理论和社会懈怠理论,构建群体服务失败下群体规模对顾客抱怨意向影响理论模型,以酒店自助餐服务失败为例,通过2个10×2的情景模拟实验,探讨群体规模在影响顾客抱怨意向中的临界值效应,剖析评价顾虑在这种临界值效应中的关键作用,并分析关系距离在群体规模临界值效应中的调节作用。研究发现:(1)群体规模与顾客抱怨意向呈现倒U型变化趋势,即群体规模对顾客抱怨意向影响中存在临界值效应,在小于临界值范围内,顾客抱怨意向随规模增加而提高,在大于临界值范围内,顾客抱怨意向随规模增加而降低;(2)群体规模通过对评价顾虑产生倒U型影响,进而对抱怨意向影响呈现倒U型变化趋势;(3)关系距离改变了群体规模的临界值大小,即较之关系距离远群体,关系距离近群体下规模对抱怨意向影响中的临界值更大;(4)关系距离在群体规模对顾客抱怨意向影响中具有调节作用,关系距离越近,群体规模对顾客抱怨意向影响越大。文章有助于深刻认识群体规模在顾客抱怨过程中的关键作用,有助于深化和拓展社会心理学领域的群体影响相关理论研究,也为服务企业处理群体顾客抱怨提供决策依据。

关键词: 社会助长, 社会懈怠, 群体规模, 抱怨意向

Abstract:

Based on social facilitation theory and social loafing theory, this paper constructs model of group size effect on customer’s complaining intention under service failure. This paper takes buffet services in hotel as example. Two main laboratory experiments are conducted. Through the design two 10×2 scenario simulation experiments, this paper discusses threshold effect of group size on customer’s complaining intention, and moderating effect of relational distance in the threshold effect. Results show that: (1) the relationship between group size and customer’s complaining intention follows an inverted “U” type trend; (2) evaluation apprehension mediates the relationship between group size and customer’s complaining intention; (3) relational distance can change threshold values; (4) relational distance moderates the relationship between group size and customer’s complaining intention.

Key words: social facilitation, social loafing, group size, complaining intention