服务失败中群体消费者心理互动过程研究

摘要

从研究国内外对于服务失败和补救的成果上看,均是对消费个体的研究,未见针对群体消费者在服务失败和补救中的心理与行为机制的研究.然而,服务行业的群体失败在我国已经呈现出逐年增多的现象,与个体失败相比,消费群体内部互动更加复杂多变,服务企业往往更加难于应对.通过真实场景实验,围绕去个体化理论和群体情绪感染理论系统探讨了服务失败后的群体心理反应过程.结果证实:服务失败群体中会产生群体情绪感染现象,同时也会激发消费者去个体化倾向,二者都会对消费者抱怨倾向产生作用.%There has been abundant research on service failure and service recovery. Surprisingly, most of the papers are from an individual consumer perspective, and not a group consumer perspective. However, group consumer failures occur rapidly year by year in China. Compared with individual failure, interaction of group consumers is more complicated and more variable, so that it is more difficult for Service Corporation to cope with. By the use of real experiment, the authors discuss the impact of deindividuation and group emotional contagion on customer' s negative emotion under group service failure setting. Results indicate that both group emotional contagion and deindividuation effect both exists in group consumers and which will bring direct impact on customer' s complaint intention.