MOM  >> Vol. 7 No. 3 (August 2017)

    顧客間互動對顧客公民行為的影響研究
    The Research on the Influence of Customer-to-Customer Interaction on Customer Citizenship Behavior

  • 全文下載: PDF(541KB) HTML   XML   PP.76-84   DOI: 10.12677/MOM.2017.73010  
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作者:  

杜喻東,劉洪深:長沙理工大學,湖南 長沙

關鍵詞:
顧客間互動社會情感性支持工具性支持顧客公民行為Customer-to-Customer Interaction Socio-Emotional Support Instrumental Support Customer Citizenship Behavior

摘要:

顧客在服務傳遞與生產消費中扮演多種角色,在任何服務中都不可避免地有一定程度的顧客參與。在大多數的服務環境中,他們一同接受或者共同創造服務;當然也有可能在服務環境中等待其他顧客享受服務。以上幾種情景顧客們都位于服務現場,他們可能減少或者增加其他顧客對服務質量的感知;許多情況下,顧客除了與服務環境中的人員相互影響外甚至還與其他顧客間相互影響。本次研究的基本內容是:圍繞顧客間互動、社會情感支持、工具性支持以及顧客公民行為四者的聯系,著重探討顧客間互動對顧客公民行為的影響。研究采用問卷調查法,通過AMOS對數據進行實證分析,研究結果表明,顧客間互動以社會情感支持和工具性支持為媒介影響顧客公民行為。

Customers carry multiple roles in the process of service delivery and productive consumption; inev-itably there is a certain degree of customer participation in any service. In most service environ-ments, customers together accept service or co-create service; it’s also possible for them to wait for other customers to enjoy the service in the service environment. The customers are physically pre-sent in service area in the above circumstances, which may reduce or enhance other customers’ perception of the service quality; in many cases, customers do even interact with other customers in addition to people in the service environment. The basic content of this study mainly focuses on how customer-to-customer interaction has an influence on customer citizenship behavior around the relationship between customer interactions, socio-emotional support, instrumental support and customer citizenship behavior. This study adopts questionnaire method and does empirical anal-ysis for sample data through AMOS. The results reveal that customer-to-customer interaction has positive impacts on customer citizenship behavior. Meanwhile, socio-emotional support and in-strumental support act as the mediator between customer-to-customer interaction and so-cio-emotional support.

文章引用:
杜喻東, 劉洪深. 顧客間互動對顧客公民行為的影響研究[J]. 現代市場營銷, 2017, 7(3): 76-84. https://doi.org/10.12677/MOM.2017.73010

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