旅游服务业顾客角色外行为影响因素研究

发布时间：2018-01-19 18:37

本文关键词： 员工公民行为服务破坏行为服务公平感知顾客角色外行为　出处：《华中农业大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着产业结构由“工业型经济”向“服务型经济”转型,服务业日益成为衡量一国经济发展水平的重要指标。顾客参与服务生产和传递的普遍性让企业和学者越来越关注顾客行为在企业绩效创造中的重要作用。顾客在服务传递中的角色不仅仅表现出顾客参与等角色内行为,同时也通过推荐等角色外行为对企业形象产生影响。积极角色外行为能为企业带来无成本的竞争优势,消极角色外行为则可能给企业带来难以挽回的损失。因此,探究顾客角色外行为的影响因素并进行针对性管理对企业争取竞争优势具有重要的现实意义。本研究对相关文献进行归纳梳理,界定顾客角色外行为的概念内涵,明确角色外行为同时包含对企业形象造成不利影响的行为表现；在此基础上,从服务参与者的角度,提出顾客角色外行为的影响因素,包括顾客个人因素即人格和顾客满意,服务员工因素即员工公民行为和服务破坏行为,服务企业因素即服务公平感知；对相关文献进行回顾之后,提出研究假设,构建顾客人格、顾客满意、员工公民行为、服务破坏行为、服务公平感知和顾客角色外行为之间的理论模型。本研究选取曾经有过团体游经验的成年消费者作为研究对象,一方面顾客和导游接触时间长,能准确对员工行为做出判断；另一方面,在一个员工对应多个消费者的情况下,顾客对服务公平的感知更加明显。综合前人研究结果和旅游业行为表现编制本文研究问卷,收集到有效问卷233份。通过运用SPSS对样本进行实证分析,得到如下主要结论： (1)顾客角色外行为包括顾客帮助、顾客反馈、顾客推荐和顾客披露四个维度。顾客个人因素对角色外行为均有显著正向影响。其中,顾客人格通过反馈、推荐方式表现出角色外行为,顾客满意则通过帮助、推荐方式表现出角色外行为。 (2)服务员工因素不仅通过顾客满意间接影响角色外行为,同时对其也有直接影响作用。具体而言,员工公民行为对顾客帮助和顾客反馈有显著正向影响,服务破坏则主要以顾客帮助行为的发生与否显著影响角色外行为。 (3)服务企业的公平感知主要通过顾客满意间接影响角色外行为,公平感知的三个维度即程序公平、交互公平和结果公平均对顾客满意有显著正向影响,进而通过顾客满意作用于角色外行为。 (4)消费者人口统计特征不同,角色外行为表现也有差异。年龄、学历和团体游经验对角色外行为有显著差异,而性别、职业和月收入在角色外行为表现上的差异则不明显。
[Abstract]:With the transformation of industrial structure from "industrial economy" to "service economy". Service industry has increasingly become an important indicator to measure the level of economic development of a country. The universality of customer participation in service production and transmission makes enterprises and scholars pay more and more attention to the important role of customer behavior in enterprise performance creation. The roles in service delivery not only show the intra-role behavior such as customer participation. At the same time, it also has an impact on the corporate image through outside role behavior such as recommendation, which can bring non-cost competitive advantage to the enterprise. Therefore, it is of great practical significance to explore the influencing factors of customer's extra-role behavior and to carry out targeted management for enterprises to strive for competitive advantage. This research summarizes and combs the relevant literature, defines the concept connotation of customer's behavior outside the role, and clarifies that the behavior outside the role includes the behavior performance which has the negative influence on the enterprise image at the same time; On this basis, from the point of view of service participants, this paper puts forward the influencing factors of customer role behavior, including customer personal factors, namely personality and customer satisfaction, service staff factors, namely employee citizenship behavior and service destruction behavior. The factor of service enterprise is the perception of service fairness; After reviewing the relevant literature, this paper proposes a theoretical model of customer personality, customer satisfaction, employee citizenship behavior, service destruction behavior, service fairness perception and customer role behavior. In this study, adult consumers who had had group travel experience were selected as the research subjects. On the one hand, the customer and tour guide contact time is long, can accurately judge the behavior of employees; On the other hand, in the case of one employee responding to multiple consumers, customer perception of service equity is more obvious. Through the empirical analysis of the samples by using SPSS, the main conclusions are as follows: Customer role behavior includes customer help, customer feedback, customer recommendation and customer disclosure. Customer personal factors have a significant positive impact on out-of-role behavior. Among them, customer personality through feedback. Recommendation shows out-of-role behavior, while customer satisfaction shows out-of-role behavior through help and recommendation. 2) the factors of service staff not only indirectly influence the behavior outside the role through customer satisfaction, but also have a direct effect on it. In particular, employee citizenship behavior has a significant positive impact on customer help and customer feedback. The failure of service mainly affects the behavior outside the role of customer help behavior or not. The three dimensions of fair perception, namely, procedural fairness, interactive fairness and outcome fairness, have significant positive effects on customer satisfaction. 3) the perception of fairness in service enterprises mainly indirectly affects the behavior outside the role through customer satisfaction, and the three dimensions of fair perception are procedural fairness, interaction fairness and result fairness. Furthermore, customer satisfaction acts on the behavior outside the role. (4) with different demographic characteristics of consumers, the behavior of non-role behavior is also different. Age, academic background and group travel experience have significant differences in out-of-role behavior, but gender. The difference between occupation and monthly income was not obvious.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592;F274

【参考文献】