服务失败情境下转换成本对顾客忠诚的影响研究

摘要

Many studies have examined the impact of switching costs on customer loyalty in service context , but how the switching costs affects the customer loyalty in service failure situation was rarely mentioned. This study discusses the influence of positive switching costs and negative switching costs on customer loyalty in service failure situation. An SEM analysis , involving a sample of customers who really had experienced a service failure event in hairdressing industry , the results show that positive switching costs have a significant positive effect on customer loyalty in service failure situation , and negative switching costs have a significant negative effect on customer loyalty. These findings have important directive functions for service enterprises.%有关顾客忠诚的研究检验了服务情境下转换成本对顾客忠诚的影响作用，然而，服务失败情境下转换成本对顾客忠诚的影响作用却很少被提及。研究讨论服务失败情境下正面转换成本和负面转换成本对顾客忠诚的影响作用，对美发行业经历过服务失败的顾客进行调查，并且运用结构方程模型进行实证研究，得出以下结论：服务失败发生以后正面转换成本对顾客忠诚具有显著的正向影响，负面转换成本对顾客忠诚有显著的负向影响，这些发现对服务企业具有重要的指导作用。