物业服务质量对顾客价值及顾客忠诚的影响:居住档次的调节作用

在竞争日益加剧的市场环境中如何提供高质量的服务,提升顾客感知价值以及顾客忠诚度是企业获取竞争优势的关键所在.本文以物业服务行业为研究背景,建构服务质量各维度对顾客价值和顾客忠诚的影响机制模型,并检验居住档次对该模型的调节效应.研究结果表明:与其他行业的服务质量维度构成不同,物业服务质量由实体环境、专业保障、服务效率和人文关怀四个维度构成;实体环境对顾客忠诚产生正向显著影响,而专业保障、服务效率、人文关怀三个服务维度虽然对顾客忠诚没有显著的直接影响,但均通过顾客价值对其产生间接影响;顾客价值是解释服务质量影响顾客忠诚的重要中介变量;居住档次部分调节了实体环境、专业保障、服务效率和人文关怀对顾客价值及顾客忠诚的影响.

Study on Influence Mechanism of Service Quality on Customer Value and CustomerLoyalty in Property Service: Based on the Moderating Effect of Living Level

In an increasingly competitive market environment, how to provide high-quality services and enhance customer perceived value as well as customer loyalty is the key to gain competitive advantage for enterprises.Taking the residential property service as an example, this research tests and modifies the items of the SERVPERF scale to study the influence mechanism of each dimensions of service quality on customer value and customer loyalty.The empirical results are as follows: the four dimensions of property services are physical environment quality, professional security, service efficiency and humane care;physical environment has a significant positive influence on customer loyalty, professional security, service efficiency and humane care dimensions have no direct impact, but all have indirect impact on customer loyalty through customer value;customer value is an important intermediary variables of explaining service quality affecting customer loyalty;living level partly moderates the effects of the physical environment quality, professional security, service efficiency and humane care effects on customer value and customer loyalty.Based on these findings, the paper puts forward the corresponding management suggestions and future research directions.