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在充分回顾以往研究的基础上,探讨了面子问题在服务消费中的营销意义。通过基于餐饮业的实证研究,证实了面子事件在服务消费中是广为存在的,并且直接影响到消费情绪和消费行为。此外,还提出了基于服务消费的面子模型以及服务补救中的面子复得和满意模型,从而为面子问题在服务营销领域的进一步研究提供了理论框架和思路。
On the basis of fully reviewing the previous studies, this paper discusses the marketing significance of face problem in service consumption. Empirical studies based on the restaurant industry confirm that face-saving events are widespread in service consumption and directly affect consumer sentiment and consumer behavior. In addition, a model of service consumption-based face-saving model and a model of face recovery and satisfaction in service recovery are also proposed, which provides a theoretical framework and ideas for the further study of face-to-face problem in service marketing.