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首页> 外文学位 >Modifying consumers' assessments of service marketers' ethical conduct: The role of surrogate cues.
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Modifying consumers' assessments of service marketers' ethical conduct: The role of surrogate cues.

机译：修改消费者对服务营销人员的道德行为的评估：代理线索的作用。

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摘要

The primary objective of this dissertation was to assimilate marketing ethics theories and research into the paradigm of services marketing. The study proposed that consumers form assessments of service marketers' ethical conduct, and that these assessments may be modified by various surrogate cues within the service environment. Furthermore, the degree of the surrogate cues' influence upon ethical assessments depends upon individual consumers' ethical sensitivity index, or the degree of importance an individual consumer places upon being treated ethically by others. It was also postulated that consumers' expectations, ethical and otherwise, may be modified during the service encounter.;In order to empirically test the hypotheses derived from the proposed model, an experimental design was developed which employed videotaped encounters between a customer and an automobile mechanic. The ethical expectations of the participants were measured at two different points in the experiment, in addition to measures of ethical assessments, satisfaction, involvement, knowledge, prior ethical experiences, and the ethical sensitivity index.;The findings of the experiment indicate that consumers' ethical expectations may be modified during the service encounter by various surrogate cues within the service environment. The degree of change in these expectations is influenced by the individual consumer's ESI. Further, consumers do form assessments of service marketers' ethical conduct. These assessments were shown to influence consumers' satisfaction with the service both independently, and in combination with overall expectations. It was also shown that while consumers attend to ethical cues within the service environment, unethical cues are more likely to be noticed and acted upon by consumers.
机译：本文的主要目的是吸收市场营销伦理理论，并研究服务营销范式。该研究建议，消费者对服务营销人员的道德行为进行评估，并且可以通过服务环境中的各种替代线索来修改这些评估。此外，代理提示对道德评估的影响程度取决于个人消费者的道德敏感性指数，或个人消费者对他人的道德对待的重视程度。还假定在服务遭遇期间可能会改变消费者的期望，无论是道德方面还是其他方面。为了对从建议模型得出的假设进行实证检验，开发了一种实验设计，该设计采用了客户与汽车之间的录像相遇机械。除了道德评估，满意度，参与度，知识，先前的道德经验和道德敏感性指数外，还从实验的两个不同点对参与者的道德期望进行了测量；实验结果表明，消费者的在服务遭遇期间，可以通过服务环境中的各种代理线索来修改道德期望。这些期望的变化程度受个人消费者的ESI影响。此外，消费者的确对服务营销人员的道德行为进行评估。这些评估结果表明，无论是独立地还是与整体预期结合，都会影响消费者对服务的满意度。还显示出，虽然消费者在服务环境中关注道德提示，但消费者更可能注意到不道德的提示并采取行动。

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  • 作者

    Thomas, James Lewis, Jr.;

  • 作者单位

    The University of Mississippi.;

  • 授予单位 The University of Mississippi.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 1996
  • 页码 233 p.
  • 总页数 233
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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