主题公园顾客体验质量的评价维度及前因后果研究——基于迪士尼和欢乐谷携程网上评论的分析

发布时间：2018-05-08 03:31

本文选题：体验质量 + 评价维度　；参考：《旅游科学》2017年01期

【摘要】：目前学术界对于顾客体验的研究方兴未艾,但对于顾客体验质量的评价维度及其前因后果仍然理解不足。本文采用质性分析软件NVivo对顾客发表在携程网上的迪士尼和欢乐谷的评论进行归纳分析发现,体验质量的评价包含层次、极性、强度和时间性4个维度;体验质量的影响因素包括基础性刺激物(服务流程、服务场景)和动力性刺激物(体验项目);体验质量能够直接正向影响顾客满意、顾客价值和行为意向,并根据顾客评价的心理逻辑划分出满意导向型、价值导向型、体验导向型和全面要求型4类顾客,这有助于解释以往不同研究背景下发现的结论差异。研究对于主题公园管理者更好地理解顾客体验、改善服务以满足不同类型顾客的体验需求具有实践价值。
[Abstract]:At present, the academic research on customer experience is in the ascendant, but the evaluation dimension of customer experience quality and its causes and consequences are still not understood. In this paper, the qualitative analysis software NVivo is used to summarize and analyze the comments of Disney and Happy Valley published by customers on Ctrip. It is found that the evaluation of experience quality includes four dimensions: level, polarity, intensity and timeliness. The influencing factors of experience quality include basic stimulus (service process, service scene) and dynamic stimulus (experience item); experience quality can directly positively affect customer satisfaction, customer value and behavior intention. According to the psychological logic of customer evaluation, there are four types of customers: satisfaction orientation, value oriented, experiential orientation and overall requirement type, which is helpful to explain the differences found in different research backgrounds in the past. The study has practical value for theme park managers to better understand customer experience and improve service to meet the experience needs of different types of customers.
【作者单位】：南开大学旅游与服务学院;
【基金】：国家自然科学基金项目“服务产品创新的顾客评价与影响效应研究”(71672089) 教育部人文社会科学研究规划基金项目“品牌劫持:旅游目的地品牌形象演化机制及影响研究”(15YJC630086) 四川省教育厅科研项目“基于网络大数据的旅游者异质性特征分析及其对目的地绩效的影响研究”(17SB0547)
【分类号】：F719.5

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