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文章基于计划行为理论视角,对在遭遇顾客不当行为情境下,同属顾客干预顾客不当行为的影响机制进行了探究。在深度访谈、调查问卷法基础上,研究发现:顾客不当行为的严重程度、同属顾客对顾客不当行为的感知可控性分别与同属顾客的干预意向存在正、负相关关系,同属顾客的干预意向与干预行为存在正相关关系。另外,同属顾客的感知实力不仅正向影响干预行动,还会调节干预意向和干预行为的关系;当同属顾客感知实力较低时,会减弱干预意向和干预行为的关系。
Based on the theory of planned behavior, this article explores the impact mechanism of customer intervention in customer misconduct in the context of customer misconduct. On the basis of in-depth interviews and questionnaires, the study finds that the severity of customer misconduct, the perceived controllability of the same customers for customer misconduct, and the same customer intervention intention, respectively, have positive and negative correlations, both belong to the customer’s intention of intervention There is a positive correlation between intervention and behavior. In addition, the same customer’s perceived strength not only positively affects the intervention, but also regulates the relationship between the intervention intention and the intervention behavior. When the same customer perception is low, the relationship between the intervention intention and the intervention behavior will be weakened.