顾客参与对行为意向的影响研究

本文基于顾客参与理论及相关研究文献，以美发业为分析单位，建立顾客参与对行为意向影响的关系模型，在问卷调查的基础上得出数据，并运用SPSS15．0和LISREL软件进行结构方程模型等分析以验证假设检验。实证分析结果表明：顾客参与的信息分享维度对服务质量和行为意向的影响不显著；顾客参与的责任行为维度对服务质量和行为意向分别产生正向显著影响；顾客参与的人际互动维度对服务质量产生直接影响，并以服务质量为中介变量影响行为意向。因此，建议服务企业鼓励顾客参与服务传递过程、加强关系营销并不断提高服务质量。

Study of the Impacts of Customer Participation on Behavior Intention

This study builds a model of the impacts of customer participation and its dimensions on behavior intention, based on literature research of customer participation. After analyzing hairdressing industry and conducting a questionnaire survey, the data are collected and then the hypothesizes are testes with SPSS15.0 and LISREL. The empirical results show that the information sharing of customer participation affects service quality and behavior intention insignificantly; the responsible behavior of customer participation respectively affects service quality and behavior intention significantly; the personal interaction of customer participation affects service quality directly and affects behavior intention indirectly via service quality as an intermediary variable. Therefore, it is proposed to encourage customers to partici- pate in the service delivery, enhance the relationship market- ing and improve the quality of service continuously.