The Effect of Requests for Positive Evaluations on Customer Satisfaction Ratings
The Effect of Requests for Positive Evaluations on Customer Satisfaction Ratings
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DOI：
10.1002/mar.20684
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发表时间：
2014-03
影响因子：
6.7
通讯作者：
Michael A. Jones;Valerie A. Taylor;K. Reynolds
中科院分区：
文献类型：
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作者：
Michael A. Jones;Valerie A. Taylor;K. Reynolds
为了将服务员工的注意力集中在提供高水平的客户满意度上，许多公司直接奖励（或惩罚）提供高（低）水平满意度的员工，如公司正式的满意度测量过程中所报告的。因此，许多一线服务员工试图通过特别要求客户在服务接触后完成的调查中给予积极评价来影响客户的满意度评价。本研究以心理抗拒理论为基础，探讨正面评价要求对顾客满意度与未来意图的影响。结果表明，客户被要求提供一个积极的评价，实际上报告的满意度较低的客户相比，谁没有被要求。研究结果还表明，积极评价的要求有负向影响客户的重购意向和积极的口碑意向，但只有那些有更多的内部控制点的客户相比，那些有更多的外部控制点。
In order to focus service employees’ attention on delivering high levels of customer satisfaction, many companies directly reward (or punish) employees who deliver high (low) levels of satisfaction as reported in companies’ formalized satisfaction measurement processes. As a result, many frontline service employees attempt to influence their customers’ satisfaction evaluation by specifically asking them for positive ratings on surveys completed after the service encounter. Using psychological reactance theory, this research considers the impact of requests for positive evaluations on customers’ satisfaction and future intentions. The results indicate that customers who were asked to provide a positive evaluation actually report lower levels of satisfaction compared to customers who were not asked. The results also indicate that the request for positive evaluation has a negative influence on customers’ repurchase intentions and positive word-of-mouth intentions, but only for customers who had a more internal locus of control compared to those with a more external locus of control.