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首页> 外文期刊>Technological forecasting and social change >Can a CEO's YouTube apology following a service failure win customers' hearts?
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Can a CEO's YouTube apology following a service failure win customers' hearts?

机译：服务失败后CEO的YouTube道歉能否赢得客户的青睐？

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摘要

This study examines how CEO YouTube apologies affect satisfaction with the company after an apology. A self-administered online Internet survey was developed and pre-tested in order to examine a proposed theoretical model, which identifies consumer and message related factors that might affect satisfaction with the company after an apology. A total of 278 USA consumer panel members completed the survey, and a structural equation modelling approach was used to analyse associations among constructs. Results suggest that incident familiarity before exposure to the YouTube apology, involvement with the apology, perceived persuasiveness of the apology, and attitude towards the CEO after the apology are all significantly associated with satisfaction with the company after the apology. This study provides timely and essential insights regarding the effects of a CEO YouTube service failure apology on customer satisfaction, and highlights many interesting future research directions. (C) 2014 Elsevier Inc. All rights reserved.
机译：这项研究调查了CEO YouTube道歉后道歉如何影响公司的满意度。为了检查提议的理论模型，开发了一种自我管理的在线Internet调查并进行了预先测试，该模型确定了与消费者和消息相关的因素，这些因素在道歉后可能会影响公司的满意度。共有278个美国消费者小组成员完成了调查，并使用了结构方程建模方法来分析构造之间的关联。结果表明，在接受YouTube道歉之前的事件熟悉度，对道歉的参与程度，道歉的感知说服力以及道歉后对CEO的态度都与道歉后对公司的满意度密切相关。这项研究提供了关于CEO YouTube服务失败道歉对客户满意度的影响的及时且必要的见解，并重点介绍了许多有趣的未来研究方向。 （C）2014 Elsevier Inc.保留所有权利。

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