How To Exploit Uncertainty:the Effect Of Gambled Game On Service Recovery

Previous researches mostly demonstrated that uncertainty is negative,thus it's necessary to avoid or even compensate it.However,more and more researches show that framing uncertainty in promotions can result in positive effects.But few researchers have explored how to exploit uncertainty which itself exists in marketing activities.In practical marketing,the company "Hang 1v zhong heng" offers us practical support by framing gambled games to enhance consumer satisfaction.Thus,this paper focuses on the exploitation of uncertainty with simulation model and scenario-based experiment,exploring the mediating mechanism and boundary conditions,aiming at enriching related theories as well as guiding marketing practices.The paper shows that framing gambled games with uncertainty can promote consumer satisfaction by bringing joy of winning to consumers.Moreover,uncertainty can be more effective in enchasing consumer satisfaction when the locus of responsibility is external than it is internal,and when service failure is not severe,and when consumers' consumption goal is hedonic than it is utilitarian.