主题文章 的想象。例如,对于顾客关系只涉及年限,没有反映 Performance and Customer Satisfaction: a New Concept. Journal of 购买频率和以往的满意度,从而有可能夸大顾客关系 Marketing, 40(April), 25-31 的作用。不过,顾客关系影响的假设得到验证,虽有14 Maddox,R.Neil(1981).Two- Factor Theory and Consume 方法上的局限,但不至于严重影响结论可信度。用服 Satisfaction: Replication and Extension. Journal of Consumer 务场景可以唤起调查对象对过去观察到的或亲身经历 Research,8(1,97-102. 的事件的记忆,这样可以激发调查对象回答问题的兴 [15] Caddote, E R. and N. Turgeon.(1998). Dis-satisfiers and Satisfiers: Suggestions for Consumer Complaints and Compliments. 趣。当然,用现实生活中的真实场景来考察顾客关系 Journal of Consumer Satisfaction, Dissatisfaction and Complaining 类型和顾客关系长短对于服务失败的反应应该是进 步研究的方向。 [16]Johnston, R.( 1995). The Determinants of Service Qualit 本文使用的服务场景涉及的是企业对企业的营销 Satisfiers and Dissatisfiers. International Journal of Service 关系,未来可以扩展到企业对消费者的服务,以便验 Industry Management, 6(5), 53-71 证本研究结论的普适性。另外,服务失败的严重程度也17 Konovsky, Mary A. and Douglas S.Pugh(1994. Citizenship Behavior and Social Exchange. Acedemy of Management Journal 可能影响过程和结果的交互效应以及关系的调节作用。 7(3),65669 [18] Lind, E.! lan(1995). Social Confict and Social Justice: Some 参考文献 Less.s fror the Sori l sychology of Justice. Laden, Netherlands: [1] Morgan, R. M. and Hunt, S D.(1994). The Comm itment-trust eiden Diversity Press Theory of Relationship Marketing. IGurnal of Markeing. 58(3): [191 Lind, E. Allan(2001). Fairness Heuristic Theory: Justice e] Sirdeshmukh, D, Singh, J, an SaboL, B(2002). Consumer Trust, Greenberg & R Cropanzano(Eds ) Advances in Organizational Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66(1}15-37 [20] Westbrook, Robert A( 1980). A Rating Scale for Measuring [3] Gronroos, C(1984). A Service Quality Model and Its Marketing Product/Service Satisfaction. Journal of Marketing, 44(4), 68-72 Implications. European Jourmal of Marketing, 18(4), 36-44 21 Brockner, J, Chen, Y-R, Mannix, E A, Leung, K Skarlicki ) The Role of Employee Effort in D. P.(2000). Culture and Procedural Fairness: When the Effects of Satisfaction with Service Transactions. Journal of Business What You Do Depend on How You Do It. Administrative: Scienee Research,32(3):239-252 Quarterly, 45: 138-159 [5 Brockner, J(2002). Making Sense of Procedural Fairness: How 作者简介范秀成,南开大学国际商学院教授、博士生导师,主要 High Procedural Fairness can Reduce or Heighten the Influence 研究领域为关系营销、品牌营销及服务营销与管理;刘建华,南开 of Outcome Favorability. The Academy of Management Review,大学国际商学院副教授、博士研究生,主要研究领域为服务营销和 27(1):58-76 16] Brockner, J, Phyllis A. s, Joseph D, Tom R. T. and Christopher M(1997). When Trust Matters: The Moderating Effect of Outcome Relationship, Trust and Customer Reactions to Service Favorability. Administrative Science Quarterly, 42(3), 558-83. Failures [7] Robinson, S.L.(1996). Trust and Breach of the Psychological Contract. Administrative Science Quarterly, 4: 574-599 [8] Mattila, A S(2001 ). The Impact of Relationship Type Abstract Quality service plays an important role in the development ustomer Loyalty in a Context of Service Failure. Journal of customer r Service Research, 4(2): 91-10 investigates impacts of service process and outcome on customer [9] Smith, Bolton and Wagner(1999). A Model of Customer satisfaction and repatronage intention, and explores mitigating effects atisfaction with Service Encounters Involving Failure and of customer relationship and trustworthiness on customer reactions to Recovery Joumal of Marketing Research, 36(3): 356-372 service failures. The findings show that there is an interactive effect [10] Thibaut, J, and Walker, L(1975), Procedural Justice, Hillsdale. between service process and outcome, customer relationship and in- NJ: Lawrence Erlhaum of service failures on post consump [1]Lind, E. Allan and Tom R. Tyler( 1988). The Social Psychology of tion behavior. Procedural Justice, New Y ademic Press Key Words Service Quality; Interactive Effect; Customer Relatio [12] Greenberg, J (1990), Organizational Justice: Yesterday, Today ship Tr and Tomorrow, Journal of Management, 16(2), 399-432 [13] Swan, John E and Linda Jones Combs(1976). Product 14 彈论2004年7卷。第6期第9-14页 c1994-2007ChinaAcademicournalElectronicPublishingHouseallrightsreservedhttp://nn.cnki.ner© 1994-2007 China Academic Journal Electronic Publishing House. All rights reserved. http://www.cnki.net