服务失败情境下面子丢失对顾客抱怨倾向的影响

摘要

Based on face theory,the authors study carefully consumer＇s psychology mechanism under the service failure circumstance and develop a conceptual model of complaint intention among the key constructs of face lost and customer＇s emotion.In view of the research objectives and research model,a real videotape experiment research methodology is adopted.The authors conclude that face mechanism truly exists in service failure;face lost will impact customer＇s emotion and affect complaint intention finally.%作者基于中国文化中特有的面子理论对消费者在服务失败中的心理反应机制进行了详尽的探讨,提出了以顾客损失、面子丢失和情绪为核心的顾客抱怨倾向模型。该文采用真实录像情景实验法进行了实证研究,证实了面子机制在服务失败下是真实存在的,消费者的面子损失会影响失败后情绪,进而影响其抱怨倾向。