Current Research in Services Marketing：在服务营销研究.ppt

Current Research in Services Marketing Anna S. Mattila Pennsylvania State University Topic areas and methodologies The Web Service encounters Customer outcome variables Service recovery Relationship marketing Survey-dominant Some experimental designs, qualitative studies Field experiments rare The Internet E-quality Web-site design Technology readiness/ efficiency SSTs E-loyalty Motivation to shop on-line Service Encounters Trust Sequence of events Customer participation Jay customers Comfort Emotions Outcome variables Satisfaction, quality, loyalty, switching, value Zone of tolerance Lost customers Service guarantees Affective commitment Service Recovery CCB Fairness On-line recovery Attributions Cross-cultural Complaint management Scant research in… Branding Pricing Advertising WOM Atmospherics Information search * * *