企业声誉、行业普及率与服务保证有效性——消费者响应视角的实验研究被引量：13

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摘要实施服务保证有助于吸引新顾客,同时也意味着企业要面临较大的赔偿压力和成本投入,因此明确服务保证发挥积极作用的外部条件至关重要。本研究通过以旅游服务为行业背景的情境模拟实验发现:(1)相对于不具备良好声誉的企业来说,消费者对于那些声誉良好的企业主动实施服务保证的做法,会做出更为积极的正面动机推断;(2)服务保证在降低消费者的感知风险、树立消费信心方面的有效性受到企业声誉的调节,不具备良好声誉的企业通过提供服务保证来降低消费者感知风险、建立信任的有效性要显著高于那些具备良好声誉的企业;(3)服务保证与企业声誉对消费者反应所发挥的作用,还取决于整个行业内部服务保证的普及程度。当普及率较低时,声誉良好的企业与不具备良好声誉的企业实施服务保证的有效性没有显著差异;当普及率较高时,不具备良好声誉的企业实施服务保证的有效性要显著高于声誉良好的企业。基于上述研究发现,作者讨论了管理实践意义。

作者金立印

机构地区复旦大学管理学院

出处《管理世界》 CSSCI 北大核心 2009年第7期115-125,共11页 Journal of Management World

基金国家自然科学基金重点项目(70832001) 上海市浦江人才计划的资助

关键词服务保证企业声誉服务保证普及率消费者反应

分类号 F270 [经济管理—企业管理]

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参考文献33

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二级参考文献38

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