| Author: | 杨富荣 Yang, Furong |
| Title: | 基于互联网背景下的饭店“未投诉顾客”行为研究 |
| Other Title: | A study into the non-complainer behaviors of hotel customers in the context of massive internet development |
| Advisors: | 宋海岩 (SHTM) |
| Degree: | DHTM |
| Year: | 2021 |
| Subject: | Hospitality industry -- Customer services Consumer complaints Hotel management Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | xi, 216 pages : illustrations |
| Language: | Chinese |
| Abstract: | 对于不满意顾客行为的研究，以往主要聚焦于投诉的顾客，而实际上，沉默的"未投诉"顾客才是大多数。而这一研究视角的长期缺失让研究者和实践者都无法"完整地"理解不满意顾客的行为模式。因此，本研究首次从"未投诉顾客"角度探索：（1）在互联网背景下，满意度是否会影响顾客的"退出"和"网络口碑"的传播行为？（2）网络口碑是直接影响顾客决策？还是通过"负面偏见"带来的中介效应影响顾客决策？为回答上述问题，本研究以不满意且未投诉的顾客作为研究对象，收集了 512份有效问卷，采用结构方程方法进行了数据分析，结果发现：（1）"未投诉"顾客不满意程度越高越倾向于选择退出；（2）"未投诉"顾客不满意程度越高，越倾向于不进行网络评价。（3）"未投诉"顾客越倾向于退出时，越倾向于不进行网络评价；（4）"未投诉"顾客越倾向于退出时，越倾向于给出负面评价；（4） "负面偏见"是顾客网络评价与潜在购买决策的中介变量。本研究在理论上将对饭店顾客行为的研究从"投诉"顾客延伸至互联网背景下的"未投诉"顾客的研究，可以更加全面、完整地了解不满意顾客的行为，拓展了顾客满意度和服务补救的研究体系，也给业界提供了新的服务补救思路。 |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6085.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.66 MB | Adobe PDF | View/Open |
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