中文摘要：

感官营销战略弥补了传统营销忽视消费者感官体验的不足，近年来倍受西方企业界和学术界的关注．但中国学者尚未重视感官营销的重大价值。本文在国内率先对感官营销战略进行实证研究。选择服务失败这一常见并重要的管理情境．以触觉这一具体的感官体验对顾客抱怨的缓解作用为切入点．提出并验证了“具体感官体验一信念抽象一消费者态度”的理论模型。本文通过实验研究发现：服务失败中与事件无关的触觉体验影响顾客的态度．与硬触觉体验相比．软触觉体验让消费者对服务失败事件有更加容忍的态度：消费者的内隐人格观倾向对这一影响起到了中介作用．即软触觉体验让消费者更倾向于“渐变论”．硬触觉的消费者则更倾向于“实体论”．而消费者内隐人格观倾向影响了消费者对服务失败的态度。最后，论文讨论了对中国企业实施感官营销战略、利用触觉塑造消费者认知、服务业开展感官营销等方面的营销战略建议。

英文摘要：

Sensory marketing, which has made it one of the hottest topics for the western managers and scholars in recent years, covers the deficiency of traditional marketing strategy which neglects consumers＇ sensory experiences. But the researchers in China have not paid enough attention to this valuable area. This paper manifests the effect of haptic sensation on consumer complaints in service failure through empirical analysis, and manages to set up a ＂sensory experiences/ belief abstraction/ consumer attitude＂ theoretical model. The findings of two experiments reveal that haptic experiences unrelated to the event influence customer attitude towards service failure. That is, compared to hard touch, soft touch leads to more tolerant consumer attitude. Furthermore, the consumer＇s orientation of implicit personality theory mediates this effect. Namely, under a soft touch （vs. hard touch） condition, the consumer is more prone to incremental theory （vs. entity theory）, thereby adjusting the attitude. This research also provides theoretical and managerial implications for the companies, such as how to execute the sensory marketing strategy, how to construct consumers＇ cognition and how to improve service satisfaction, et al.