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

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