服务失败事件发生后，企业往往采取道歉和补偿两种补救方式弥补顾客损失，然而，顾客在这种情况下可能仍然难以真正地平复情绪。虽然服务补救研究由来已久，但以往研究缺乏对服务补救后进一步采取的安抚策略的探讨。基于此，本文探讨了企业在服务补救后隐喻性（有 vs.无）安抚策略对顾客宽恕行为意愿的影响及作用机制。三项情景模拟实验研究结果表明，较之无隐喻性安抚策略，隐喻性安抚策略更能促进顾客宽恕行为意愿，创造性认知重评程度和释怀在其中发挥了链式中介作用。同时，责任归因和顾客—企业关系质量在其影响过程中起到调节作用。本研究丰富了企业后服务补救阶段的理论，有助于深化服务补救持续效果的相关研究，为企业有效优化服务补救措施提供指导借鉴。

After a service failure occurs, companies often use apology and compensation to make up for customer losses. However, customers may still find it difficult to calm down in this situation. Although service recovery research has a long history, previous studies lack the discussion of the comfort strategy after service recovery. Based on this, this paper explores the impact and mechanism of metaphorical ( with vs. without) comfort strategy of companies alter service recovery on customer forgiveness behavior intention. The results of four scenario simulation experiments show that metaphorical comfort strategy can better promote customer forgiveness behavior intention than comfort strategy without metaphors, and the degree of creative cognitive reappraisal and relief play a chain mediating role in it. At the same time, responsibility attribution and customer-enterprise relationship quality play a moderating role in its influence process. This paper enriches the theoretical research on the post-service recovery stage of enterprises, helps to deepen the relevant research on the sustained effect of service recovery, and provides guidance for enterprises to effectively optimize service recovery measures.