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在服务的生产传递过程中,顾客参与使顾客不再是独立于服务组织之外的单纯消费者。作为服务的共同生产者,顾客不仅会影响组织的生产效率和服务质量,还会影响自身的心理结果和行为结果。文章选取顾客满意和顾客公民行为作为顾客心理和行为结果的衡量指标,构建了顾客参与对顾客满意和顾客公民行为影响的理论模型,并以团队游为例进行了实证研究。研究表明:顾客参与的人际互动和信息分享两个维度对顾客满意有正向影响;顾客满意对顾客公民行为各维度均有正向影响;顾客参与对顾客公民行为有显著正向影响,且顾客满意在顾客参与对顾客公民行为的影响关系中存在部分中介效应。
Abstract：In the process of service production and delivery,customers are rather than the pure consumers who are independent of the service organization due to the customer participation.As co-producers of service,customers will not only affect production efficiency and service quality of the organization,but also affect their own psychological outcomes and behavioral outcomes.This paper selects customer satisfaction,customer citizenship behavior as indicators to measure the psychological,behavioral outcome,builds the model of the Effect of Customer Participation on Customer Satisfaction and Customer Citizenship Behavior,and conducts an empirical study based on group tour.The results show that both information share and personal interaction have a positive impact on customer satisfaction,customer satisfaction has a positive impact on all kinds of customer citizenship behavior,customer participation has a positive impact on customer citizenship behavior,and customer satisfaction partially mediates the relationship between customer participation and customer citizenship behavior.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2011.01.008
中图分类号:F274;F224
引用信息:
[1]范钧.顾客参与对顾客满意和顾客公民行为的影响研究[J].商业经济与管理,2011,No.231(01):68-75.DOI:10.14134/j.cnki.cn33-1336/f.2011.01.008.
2011-01-15
2011-01-15