顾客参与、服务质量、顾客满意及顾客公民行为关系研究

发布时间：2019-04-24 06:51

【摘要】：改革开放以来，我国服务业得到了快速发展，自上世纪90年代以后，我国第三产业增加值更是以年均10.5%的速度递增。以目前发达国家的服务业发展水平来看，随着我国经济的不断发展以及人民生活水平的不断提升，服务业势必也将在我国国民经济中占据愈加重要的地位，这对于广大从事服务行业的企业来说，是巨大的机遇。而随着顾客在服务中扮演着越来越重要的角色，顾客参与对提升顾客满意进而提高企业竞争力的重要性越来越得到学术界和企业界的重视。研究顾客参与、顾客满意以及相关概念的关系不仅具有深刻的理论意义，也具有更好地指导企业实践的现实意义。本文是在对国内外有关顾客参与、服务质量、顾客满意、顾客公民行为的文献资料予以回顾之后，站在相关理论和以往研究成果的基础上，结合我国餐饮业的实际，进一步探讨了这四个变量之间的相关关系和中介关系，建立了顾客参与、服务质量、顾客满意、顾客公民行为的理论模型。通过对正式调研的395份样本数据进行实证分析，得出了几个主要结论：顾客参与对服务质量有正向影响，顾客参与和服务质量对顾客满意有正向影响，顾客参与和顾客满意对顾客公民行为有正向影响，，服务质量在顾客参与和顾客满意之间起完全中介效应，顾客满意在顾客参与和顾客公民行为之间起部分中介效应。本研究对现有的关于顾客参与对顾客满意以及顾客公民行为的影响研究的文献进行了验证、深入和拓展：研究结论得出的变量之间的正向影响关系验证了现有文献的主要结论；我国餐饮业中顾客参与中人际互动这一维度显著影响服务质量、顾客满意及顾客公民行为，而合作行为这一维度并没有起到显著的影响作用，这是对现有相关文献的深入；顾客满意在顾客参与和顾客公民行为之间的部分中介效应是对现有文献的拓展。另外，本研究对我国餐饮业从业企业以及类似服务业企业如何能更好地利用顾客参与来提升顾客满意以及顾客公民行为具有一定的启示作用。
[Abstract]:Since the reform and opening up to the outside world, China's service industry has developed rapidly. Since the 1990s, the added value of the tertiary industry in China has increased at an average annual rate of 10.5%. Judging from the development level of the service industry in the developed countries at present, with the continuous development of our economy and the constant improvement of the people's living standard, the service industry is bound to occupy a more and more important position in the national economy of our country. This is for the vast number of enterprises engaged in the service industry, is a huge opportunity. As customers play a more and more important role in service, the importance of customer participation to enhance customer satisfaction and enhance the competitiveness of enterprises has been paid more and more attention by academia and enterprises. The research on the relationship among customer participation, customer satisfaction and related concepts not only has profound theoretical significance, but also has practical significance to guide enterprise practice better. After reviewing the literature about customer participation, service quality, customer satisfaction and customer citizenship behavior at home and abroad, this paper stands on the basis of relevant theories and previous research results, and combines the reality of Chinese catering industry. Furthermore, the correlation and intermediary relationship among these four variables are discussed, and the theoretical models of customer participation, service quality, customer satisfaction and customer citizenship behavior are established. Through the empirical analysis of 395 samples collected from the official survey, several main conclusions are drawn: customer participation has a positive impact on service quality, customer participation and service quality have a positive impact on customer satisfaction, and customer participation and service quality have a positive impact on customer satisfaction, while customer participation and service quality have a positive impact on customer satisfaction. Customer participation and customer satisfaction have a positive impact on customer citizenship behavior, service quality plays a complete intermediary effect between customer participation and customer satisfaction, and customer satisfaction plays a part of intermediary effect between customer participation and customer citizenship behavior. In this study, the existing literature on the impact of customer participation on customer satisfaction and customer citizenship behavior was verified, in-depth and expanded: the research conclusion of the positive relationship between variables to verify the main conclusions of the existing literature; The dimension of interpersonal interaction in Chinese catering industry has a significant impact on service quality, customer satisfaction and customer citizenship behavior, while cooperative behavior does not play a significant role, which is the deepening of the existing relevant literature. Part of the intermediary effect of customer satisfaction between customer participation and customer citizenship behavior is an extension of the existing literature. In addition, this study has some enlightenments on how to make better use of customer participation to improve customer satisfaction and customer citizenship behavior in Chinese catering enterprises and similar service enterprises.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F224

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