服务行业顾客重购意向的影响因素及其相互关系研究

本文探讨了转换壁垒、顾客感知价值、顾客满意对顾客重购意向的影响作用及其相互关系。以理发行业为研究对象,通过发放问卷收集数据,并运用结构方程分析软件进行了实证性检验,结果发现:顾客满意和顾客感知价值都对顾客重购意向具有直接显著影响;转换壁垒的不同维度对顾客重购意向的影响不同,社会利益对顾客重购意向产生积极的影响作用,转换成本不能增加顾客价值和顾客满意,但会对顾客产生锁定作用。对企业来说,管理者可以增加顾客满意和顾客感知价值来增加顾客重购意向,也可以通过提高顾客对转换壁垒的感知,从而对顾客起到锁定作用。     

An integrated model of customer social exchange relationship: the moderating role of customer experience

This article addresses how the customer social exchange relationship affects customer satisfaction and, in turn, repurchase intention. On the basis of the stimulus–organism–response model, this article argues that perceived organisational support, perceived customer support, and perceived service provider support influence customer satisfaction, which in turn affects repurchase intention. Furthermore, this study argues that perceived organisational support is the most important predictor of customer satisfaction for high-experience customers, whereas perceived customer support is the most important predictor of customer satisfaction for low-experience customers. A survey of 144 users of the foreign language institute on a university reveals that most of these hypotheses are supported.     

New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated

Abstract

Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.     

企业支持行为有利于顾客参与价值创造吗?——来自在线定制行业的实证分析

企业支持行为对顾客参与价值共创作用的研究主要聚焦于企业支持行为对顾客参与共创水平的影响,而对顾客参与和服务结果之间关系的作用分析较少,也忽视了在线共创情景中顾客对服务结果贡献归因的差异。本研究以归因理论为基础,探讨在线价值共创过程中企业支持行为的作用,通过322份在线定制行业的顾客问卷分析,得出结论:在线共创情景中,顾客参与通过增强体验价值来提高服务满意度;感知企业支持在顾客参与和体验价值之间有显著负向调节作用;顾客对自身参与表现的满意程度和感知企业支持在顾客参与和体验价值之间有显著的联合调节效应,即顾客对自身参与表现的满意程度弱化了感知企业支持的调节效应。     

Relational benefits,their consequences,and customer membership types

The purpose of this research is to develop and test a theoretical model in which customer satisfaction mediates the relationship between a firm's relational benefits efforts (i.e. psychological, social, and special treatment benefits) and customer voluntary performance behaviors. Through a review of literature, a conceptual model was developed and then tested utilizing data collected from 522 hotel restaurant patrons. The results indicated that customer relational benefits influence customer voluntary behaviors, the impact of which is mediated by customer satisfaction. More importantly, it was found that the relationships among relational benefits, customer satisfaction, and customer voluntary performance differ depending on whether the surveyed customers had paid or free memberships with the companies in question. The managerial implications of these findings are discussed in the latter part of this article.     

Customer retention in sports organization marketing: examining the impact of team identification and satisfaction with team performance

Over the past two decades, relationship marketing efforts have assumed a prominent role in sports organization marketing. A sports organization that successfully implements relationship marketing programmes is able to develop long‐term relationships with its fans, thus increasing the likelihood of customer retention. This study examines customer retention in sports organization marketing by considering the impact of team identification and satisfaction with team performance on four fan consumption behaviours: in‐person attendance, media‐based attendance, purchase of team merchandise and word‐of‐mouth communication related to the team. Survey data were collected from 300 fans of more than 40 professional and collegiate teams involved in seven sports. Results suggest that both team identification and satisfaction with team performance impact multiple consumption behaviours, as represented by fans' intentions to engage in future consumption. Team identification was found to have the greater impact on consumption behaviours, suggesting that a sports organization's continuing efforts to bond with its fans may provide greater benefits than efforts to improve the team's competitive performance.     

Understanding communal and individual customer experiences in group-oriented event tourism: an activity theory perspective

ABSTRACT

The purpose of this study, grounded in activity theory, is to empirically investigate the communal and individual mechanisms that simultaneously shape the customer experience in group-oriented event tourism. Based on a survey of 389 respondents with group travel experience to major events, the results confirm the research model, suggesting that the customer-experience construct constitutes a multidimensional structure comprising second-order components reflecting individual and communal experiences, with each containing first-order constructs. The results further confirm that the customer-experience construct predicts post-consumption evaluations of perceived value and satisfaction. Limitations of the study are outlined, and implications for research and managerial practice for the creation of customer experiences that are valuable and satisfying for group-travel consumers to events are discussed.     

论商业银行顾客忠诚度的提高

忠诚的顾客对商业银行的经济效益影响极大,影响顾客忠诚度的因素有转移成本、顾客满意、顾客信任以及顾客感知价值。要提高商业银行的顾客忠诚度,必须在“以客户为中心”的理念的指导下,在利用数据仓库,对顾客进行分类管理,提供个性化服务的同时,进行业务流程创新,实行内部营销。     

Role of customer orientation in an integrative model of brand loyalty in services

This study attempts to model the development of brand loyalty by examining the simultaneous effects of customer orientation, perceived quality, brand associations, and satisfaction on brand loyalty. Data are used from retail banking and discount store retailing services to examine the direct and indirect effects of customer perceptions of customer orientation and quality on brand loyalty. It was found that customer orientation has a direct effect on brand loyalty and indirect effects through customer satisfaction, perceived quality, and brand associations as mediators. Further, perceived quality has a direct effect on brand loyalty as well as an indirect effect with satisfaction as a mediator. The results suggest that effective management of brand loyalty would require tracking of customer perceptions of a firm's customer orientation, quality and brand, in addition to measuring customer satisfaction.     

消费情感对顾客服务经历评价的作用机理研究

日常管理实践可以注意到,顾客在消费过程中的情感状态会影响他们在服务完成后对服务的评价水平.但是这一管理事实在学术研究上长期未能引起足够的重视:以往关于服务质量和顾客满意度的研究本质上几乎都是基于认知的,情感的作用被忽视或低估.以商业银行服务为背景,本研究以问卷调查为实证工具,同时考察认知和情感因素在顾客服务后评价形成过程中的作用.研究结果显示,顾客消费情感与顾客认知显著相关,并且与顾客认知共同显著影响着整体服务质量评价和顾客满意.同时,顾客的情感状态可以划分为积极情感与消极情感,二者对顾客的服务经历评价也表现出了不同的影响作用.文章最后给出了该领域进一步研究的方向.     

基于顾客价值的供应链管理策略研究

顾客价值的核心是顾客感知价值,即在感知利得与感知利失之间的权衡。供应链管理始于顾客需求,终于顾客满意,是创造和提升顾客价值的战略途径。本文从顾客价值的内涵出发,分析了供应链管理创造顾客价值的原理,基于此,提出了通过供应链管理创造和提升顾客价值的策略。     

A re-examination of the antecedents and impact of customer participation in service

Customer participation has been argued to be a critical influence on customer satisfaction with the service received, but empirical studies are relatively lacking. This study proposes a theoretical model of the antecedents and impact of customer participation in service and re-examines the relationships among organizational support, socialization, customer participation, and customer satisfaction. Findings of a questionnaire completed by tourists of a Taiwanese theme park indicated that: (1) customer perceptions of support and socialization significantly and positively influence customer participation; (2) perceived support and socialization have a significant and positive influence on customer satisfaction; (3) the directly positive relationship between customer participation and satisfaction is not supported in this study.     

The Carryover Effect of Customer Satisfaction on Service Quality Focused on Moderating Effect of Customer Trust and Cooperative Orientation

The current study is intended to provide a novel contribution in regards to the relationship between service quality and customer satisfaction by focusing on carryover effects of satisfaction judgment on perceived service quality of the subsequent transaction. In addition, we probe the role of customer trust in the relationship between customer satisfaction and service quality. The results indicate a cycle of customer satisfaction and perceived quality over time, which validates the concept of cycle of satisfaction. The results also indicate trust toward a service provider has a moderating role on the relationship between customer satisfaction and perceived service quality.     

Social Contagion and Customer Adoption of New Sales Channels

We develop and test hypotheses regarding the role of social contagion in customer adoption of new sales channels. We examine two aspects of social contagion (local contagion and homophily) and two channels (Internet and bricks-and-mortar store). Drawing on diffusion theory, we propose a conceptual framework that identifies the factors associated with new channel adoption. Using longitudinal data from a major catalog company and a discrete-time hazard model, we find that (1) social contagion plays a major role in the adoption of new sales channels, (2) both local contagion and homophily influence channel adoption, (3) longer-tenured customers are less influenced by social contagion, and (4) adoption of the Internet channel is more influenced by social contagion than adoption of the bricks-and-mortar store. Managerially, our results suggest that marketing programs that encourage social contagion, for example, word-of-mouth campaigns, be targeted based on both physical and socio-economic proximity, and that such campaigns will play a bigger role in the adoption of new-to-the-world channels.     

物流服务质量影响因素与顾客忠诚度

物流服务是现代服务业的一个重要组成部分,物流服务质量对提升企业竞争力具有重大影响。影响物流服务质量的因素主要有信息能力、配送能力、售前售后服务能力、匹配能力和创新能力。其中,售前售后服务能力、信息能力、配送能力对物流顾客感知满意度的影响具有显著性,匹配能力和创新能力对顾客感知满意度的影响较为显著。顾客感知满意度显著影响顾客的忠诚度,并且两者之间存在较大的路径系数。     

Determining the antecedents and consequences of donor‐perceived relationship quality—A dimensional qualitative research approach

It is generally accepted that an understanding of quality conceptualizations is instrumental in the design and development of customer care programs. This study applies the dimensional qualitative research approach to develop a conceptual model, which demonstrates the antecedents and consequences of donor‐perceived relationship quality. This model shows that relationship benefits, service quality, trust, commitment, and satisfaction are the key antecedents of donor‐perceived relationship quality. Relationship benefits, service quality, and trust are also modeled as cognitive in nature, whereas commitment and satisfaction are modeled as affective variables. The model also highlights donor loyalty and positive word‐of‐mouth communications as the central consequences of donor‐perceived quality. The model gives rise to a useful research agenda for fund‐raising professionals. © 2007 Wiley Periodicals, Inc.     

顾客心理受权与服务质量和满意感的实证研究

目前，大学生旅游已成为旅游业新的利润增长点，是旅游企业不可忽视的一个市场群体。通过在广州市的三所大学进行了一次实证研究，探讨了顾客心理受权的组成成分及其与服务质量和顾客满意感之间的关系。数据分析结果表明，顾客的消费能力、消费自主权、影响力是顾客心理受权的组成成分。顾客心理受权对服务质量和顾客满意感存在显著影响。     

Perceived product necessity,perceived value,customer satisfaction and affective attitude: an integrative model

ABSTRACT

Inter-relationships among perceived product necessity, perceived value, customer satisfaction and affective attitude are examined in Harare, Zimbabwe using structural equation modelling. The study provides evidence that perceived product necessity, perceived value and customer satisfaction each positively influences affective attitude. The findings also show that perceived product necessity has a positive effect on perceived value while perceived value has a positive effect on customer satisfaction. Lastly, the study reveals that perceived product necessity does not influence customer satisfaction. The research has implications for theory, managers and future researchers.     

Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach

Customers consider pursuit of happiness to be fundamental to their purchase experiences; thus, companies are increasingly looking for opportunities to bring happiness to customers especially in their consumption activity. The current study undertakes analysis of effect of perceived benefits of loyalty programs and customer satisfaction on customer happiness/purchase enjoyment if he/she has loyalty program membership. Empirical study with 407 participants found that Discovery and Entertainment Benefit (DEB) and Satisfaction Derived (SD) have an effect on customer happiness/purchase enjoyment while being a loyalty program member. Quantile regression analysis was used to analyze if independent variables have a differential effect on different levels of the dependent variable i.e. customer happiness/purchase enjoyment from use of loyalty programs. Since DEB and SD were found to be positively significant in influencing customer happiness/purchase enjoyment, companies should focus on balancing these aspects of customers’ consumption experience.     

客户关系管理中基于数据挖掘的客户细分研究

客户关系管理(CRM)是适应企业“以产品为中心”到“以客户为中心”的经营模式的战略转移和关系营销的需要而发展起来的新的管理理念,它把在保证企业利益的前提下追求客户满意和客户忠诚作为最终目标。客户细分是客户关系管理系统的核心功能之一,可以对客户获取、客户保持及客户增值等客户关系管理过程提供全面支持,提升客户满意和客户忠诚。