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文章通过构建服务补救方式、公众情绪和口碑传播意愿的影响模型,研究舆情潜伏期不同服务补救方式对大众口碑传播意愿的影响。分析表明在四类服务失误与补救的情景下,地方政府主动补救和被动补救对公众情绪和口碑传播行为意向存在显著差异。其中,地方政府主动补救较之于被动补救而言,对公众正面情绪、口碑传播意向的影响显著要高,而对负面情绪的影响显著要低;同时,公众正面情绪与口碑传播意向存在显著正相关;公众负面情绪与口碑传播行为意向存在显著负相关;此外,结果失误中的补救效果显著高于过程失误中的补救效果。
The article studies the influence of different service remedy methods on the WOM wishes of public opinion by constructing a model of service remedy, public sentiment and word of mouth communication intention. The analysis shows that in the four types of service failures and remedial scenarios, there is a significant difference between the local government’s initiative remedies and passive remedies on the public sentiment and word-of-mouth communication intention. Among them, the local government’s voluntary remedy has a significantly higher impact on the public’s positive mood and word-of-mouth communication intention than the passive remedy, but has a significantly lower impact on negative emotions than the passive remedy. At the same time, there is a significant positive public positive emotion and word-of-mouth communication intention There was a significant negative correlation between public negative emotions and the intention of word-of-mouth communication. In addition, the remedial effect in the result error was significantly higher than the remedial effect in the process mistakes.