), 马秀丽1, 刘燕1() 1四川农业大学旅游学院, 都江堰 611830
2西南财经大学工商管理学院, 成都 611130
收稿日期:2021-02-01发布日期:2021-10-26通讯作者:张梦,刘燕E-mail:zhangm707@swufe.edu.cn;liuyan@sicau.edu.cn基金资助:国家自然科学基金项目(72002145)Customer response to pro-customer deviance behavior: A theoretical model based on moral emotion
HU Jiajing1, ZHANG Meng2(), MA Xiuli1, LIU Yan1() 1College of Tourism, Sichuan Agricultural University, Dujiangyan 611830, China
2School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
Received:2021-02-01Published:2021-10-26Contact:ZHANG Meng,LIU Yan E-mail:zhangm707@swufe.edu.cn;liuyan@sicau.edu.cn摘要/Abstract
摘要： 边界员工为帮助顾客或维护顾客利益而有意识偏离企业正式规章制度的“亲顾客偏离” (Pro-Customer Deviance)行为在服务型企业广泛存在。本文以刺激-有机体-反应(Stimulus-Organism-Response) 框架为逻辑主线, 以亲顾客偏离行为的双重道德属性为研究视角, 基于情绪认知评价理论和情绪功能分化理论, 构建亲顾客偏离行为的顾客响应模型。主要内容包括：(1)确立顾客对亲顾客偏离行为的道德认知评价体系, 明晰顾客对亲顾客偏离行为的道德情绪反应; (2)探究顾客道德情绪在亲顾客偏离行为与顾客再惠顾之间的中介机制; (3)关注顾客责任归因和服务情境对道德情绪及行为反应的调节作用。文章提出亲顾客偏离行为引发的顾客道德情绪和再惠顾意愿的相关命题, 并阐述了命题检验方法, 力图厘清现有研究关于亲顾客偏离行为结果的争议话题, 对道德属性视角下的亲顾客偏离行为研究具有重要理论意义, 同时为服务型企业全面评估亲顾客偏离行为的服务绩效, 发挥其积极效应, 避免其不良后果提供指导。
图/表 1
图1亲顾客偏离行为的顾客响应机制模型
图1亲顾客偏离行为的顾客响应机制模型参考文献 74
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