道歉承诺类管理反馈策略对顾客二次满意度的影响——基于顾客多样情绪调节效应

O2O模式下，众多学者和商家都关注何种在线管理反馈策略能提升顾客满意度，然而多数研究仅针对顾客负向情绪，忽略了顾客多样情绪对在线管理反馈策略影响的调节作用。实际上顾客在接受在线管理反馈时带有矛盾情绪，表现为多种情绪。因此本文针对消费者多样情绪，研究不同情绪调节下道歉承诺类管理反馈策略与顾客满意度之间的关系。通过梳理在线管理反馈策略、顾客满意度、顾客多样情绪等相关研究，提出代表顾客多样情绪的在线评论类型包括：积极评论、偏积极评论、消极评论、偏消极评论，研究不同类型评论（顾客多样情绪）对顾客满意度有不同影响；道歉承诺类管理反馈策略对顾客二次满意度有积极影响；不同类型在线评论（消费者多样情绪）对道歉承诺类管理反馈策略的积极影响有调节作用等假设。本文以国内某旅行网站99027名顾客二次入住酒店数据为样本，用机器学习的方法对顾客评论和管理反馈策略进行分类，通过多元线性回归模型进行实证分析，结果表明：（1）偏积极评论、偏消极评论、消极评论对顾客二次满意度有负向影响；（2）道歉承诺类管理反馈策略对顾客二次满意度有积极作用；（3）顾客偏消极、消极情绪能够加强道歉承诺类管理反馈策略对顾客二次满意度的正向影响，即道歉承诺在调节顾客的消极情绪方面具有一定的积极作用。研究结果丰富了在线管理反馈策略理论和方法，为服务商进行在线管理反馈时应采取的措施提供了一些参考，对服务商通过第三方平台加强顾客关系管理具有一定的指导意义。

Impact on Customers' Secondary Satisfaction by Apology with Assurance Management Response Strategy: Under the Moderating Eeffect of Consumers' Diverse Emotions

Under the mode of O2O, which online management response strategies can improve customer satisfaction has been concerned by many scholars and businessmen. However, most studies only focus on the negative emotions of customers, the moderator effect of customer's diverse emotions on online management response strategies has been ignored. In fact, when customers receive online management responses, they have ambivalent emotions, which are manifested in a variety of emotions. In this paper, the relationship between apology commitment management response strategies and customer satisfaction under different emotional regulation are studied. Through reviewing the related researches on online management response strategy, customer satisfaction and customer diversified emotions, the types of online reviews representing customer diversified emotions are put forward, including: positive reviews, partial positive reviews, negative reviews, partial negative reviews, and it is studied that different types of reviews (customer diverse emotions) have different effects on customer satisfaction; the apology with assurance management response strategy has a positive influence on customer's secondary satisfaction; different types of online reviews(customer diverse emotions) have a moderator effect on the positive impact of apology with assurance response strategy. 99027 records of twice check-in customers from a travel website in China are obtained, customer comments are categorized into four types: positive comments, partial positive comments, partial negative comments and negative comments by machine learning, and management response strategies are categorized into two types: the apology with assurance management response strategy and other response strategy. Through an empirical analysis by means of multiple linear regression model, the result shows that:(1)partial positive comments, partial negative comments and negative comments have a negative effect on customer satisfaction;(2)the apology with assurance management response strategy has a positive effect on customer's secondary satisfaction;(3)for different types of customer emotions, replying the same apology with assurance management response strategy, the effect is also different: the impact of partial negative comments and negative comments can strengthen the impact on secondary satisfaction of customers by apology with assurance management response strategy. The results of the research enriched the theory and method of online management response strategy, provide some kinds of reference to the provider's online management response, and strengthen customer relationship management through the third-party platform.