道歉承诺类管理反馈策略对顾客二次满意度的影响——基于顾客多样情绪调节效应

doi:10.16381/j.cnki.issn1003-207x.2021.02.023

Abstract

Abstract: Under the mode of O2O, which online management response strategies can improve customer satisfaction has been concerned by many scholars and businessmen. However, most studies only focus on the negative emotions of customers, the moderator effect of customer's diverse emotions on online management response strategies has been ignored. In fact, when customers receive online management responses, they have ambivalent emotions, which are manifested in a variety of emotions. In this paper, the relationship between apology commitment management response strategies and customer satisfaction under different emotional regulation are studied. Through reviewing the related researches on online management response strategy, customer satisfaction and customer diversified emotions, the types of online reviews representing customer diversified emotions are put forward, including: positive reviews, partial positive reviews, negative reviews, partial negative reviews, and it is studied that different types of reviews (customer diverse emotions) have different effects on customer satisfaction; the apology with assurance management response strategy has a positive influence on customer's secondary satisfaction; different types of online reviews(customer diverse emotions) have a moderator effect on the positive impact of apology with assurance response strategy. 99027 records of twice check-in customers from a travel website in China are obtained, customer comments are categorized into four types: positive comments, partial positive comments, partial negative comments and negative comments by machine learning, and management response strategies are categorized into two types: the apology with assurance management response strategy and other response strategy. Through an empirical analysis by means of multiple linear regression model, the result shows that:(1)partial positive comments, partial negative comments and negative comments have a negative effect on customer satisfaction;(2)the apology with assurance management response strategy has a positive effect on customer's secondary satisfaction;(3)for different types of customer emotions, replying the same apology with assurance management response strategy, the effect is also different: the impact of partial negative comments and negative comments can strengthen the impact on secondary satisfaction of customers by apology with assurance management response strategy. The results of the research enriched the theory and method of online management response strategy, provide some kinds of reference to the provider's online management response, and strengthen customer relationship management through the third-party platform.

Key words: management response strategy, apology with assurance, customer satisfaction, customer emotions

CLC Number:

C931.6

GUO Xiao-shu, ZHANG Yan, XU Jian. Impact on Customers' Secondary Satisfaction by Apology with Assurance Management Response Strategy: Under the Moderating Eeffect of Consumers' Diverse Emotions[J]. Chinese Journal of Management Science, 2021, 29(2): 217-227.

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Impact on Customers' Secondary Satisfaction by Apology with Assurance Management Response Strategy: Under the Moderating Eeffect of Consumers' Diverse Emotions

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