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引用次数: 0
摘要
客户宽容度是指客户在处理服务失败时的宽容和理解态度。在服务行业,失误在所难免,因此,拥有宽容的客户对企业是有益的。因此,有必要了解客户的宽容度是如何产生的。为此,文章基于客户会对与其价值观相一致的企业产生宽容的想法,研究了客户-公司契合度(CC Fit)对客户宽容度的影响。我们还研究了性别在客户-公司契合度对容忍度影响中的调节作用。研究中各变量之间的关系是以一致性理论为基础的,该理论认为客户以寻求契合为导向,当感知到一致性时,他们会表现出积极的态度和行为。本研究采用定量设计,通过便利抽样法从土耳其某省 231 家餐厅的顾客中获取数据。使用 SPSS 的 PROCESS 宏对假设进行了检验。分析结果显示,СС契合度会对顾客容忍度产生积极影响。因此,可以推断,当遇到服务故障时,认为与企业契合的客户可以容忍故障。研究的另一个发现是,性别在客户与公司契合度对客户容忍度的影响中起调节作用。因此,男性客户尤其更容易在感知到契合度后转向容忍行为。
Effect of customer-company fit on customer tolerance: The moderating role of gender difference
Customer tolerance refers to the forbearing and understanding manner in which customers deal with service failures. In the service industry, where mistakes are inevitable, it is beneficial for businesses to have tolerant customers. For this reason, it is necessary to learn how tolerance occurs in customers. To that end, the article examines the effect of customer-company fit (CC Fit) on customer tolerance based on the idea that customers will be tolerant to businesses that are compatible with their values. We also examine the moderating role of gender in the effect of customer-company fit on tolerance. The relationship between the variables in the research is based on the congruity theory that suggests that customers are oriented towards fit-seeking and, when perceiving congruence, they will exhibit positive attitudes and behaviours. In the study, which has a quantitative design, the data were obtained from 231 customers of restaurants in a province of Turkey, reached by convenience sampling method. The hypotheses were tested using the PROCESS macro for SPSS. The analysis results reveal that СС fit positively affects customer tolerance. Therefore, it can be inferred that when service failures are encountered, customers who perceive fit with the business can tolerate the failure. Another finding of the study is that gender has a moderating role in the effect of customer-company fit on customer tolerance. Accordingly, male customers in particular turned more to tolerance behaviour with the perception of fit.