服务公平性、服务质量、组织形象对游客行为意向的影响——基于博物馆服务的实证研究

本文以博物馆游客为调研对象,探讨服务公平性、服务质量、顾客满意感、信任感与组织形象的关系,分析顾客感知的服务质量、顾客满意感、信任感、组织形象对博物馆游客行为意向的影响。结构方程模型分析结果表明：在博物馆服务环境中,（1）服务公平性包括交往公平性、程序公平性、结果公平性和信息公平性等4个组成部分;服务公平性4个组成成分对顾客感知的服务质量、满意感、信任感有直接或间接的影响,对组织形象有间接的影响;（2）顾客满意感和顾客感知的服务质量直接影响组织形象;（3）组织形象和顾客信任感对游客行为意向有直接的影响。论文的研究结论对指导博物馆的营销管理有一定的理论和实践意义。     

旅行社顾客心理授权、顾客参与及服务质量关系研究

顾客在企业授权措施影响下产生的对服务经历的控制感被称之为顾客心理授权.文章在文献研究的基础上,提出了一个包含顾客心理授权、顾客参与、员工服务质量、顾客服务质量和顾客满意感的研究模型,并通过对旅行社顾客的调查,对模型进行了实证检验.数据分析结果表明:(1)顾客心理授权与顾客参与是两个不同的概念,且前者对后者有显著的正向影响;(2)顾客参与通过顾客服务质量间接影响员工服务质量;(3)顾客服务质量和员工服务质量都会影响顾客满意感,且与员工服务质量相比,顾客服务质量对顾客满意感的影响更大.文章研究结果可以丰富学术界对顾客授权理论的研究,同时对旅行社授予顾客权力、鼓励顾客参与,提高顾客服务质量,进而提高顾客满意度有一定的实践参考价值.     

顾客感知的旅游服务不公平事件研究——基于关键事件分析法

本研究运用关键事件法探讨顾客感知的服务不公平性问题。作者在广州收集顾客在旅游服务中经历的不公平关键事件264个。对这些事件的分析表明,顾客在旅游服务中感知的不公平涉及结果公平性、程序公平性、交往公平性和信息公平性4个方面。在此基础上,作者对企业的经营管理者如何提高顾客感知的服务公平性提出了一些建议,最后对研究局限性、未来需要进一步研究的问题进行了讨论。     

隐私关注对旅游网站个性化服务的影响机制研究

已有研究证实了个性化服务将提升旅游网站的服务质量,并极大地增加消费者满意度。然而,个性化服务会涉及网络消费者的隐私信息,这成为限制个性化服务发展的一个重要问题。文章引入信任、成功经验等关键影响因素,构建了消费者隐私关注与消费者使用个性化服务的行为意向之间的作用过程模型,并通过实验设计的研究方法,利用177份有效样本加以检验。研究结果发现：（1）消费者的隐私关注程度对其使用旅游网站个性化服务的行为意向具有负向作用;（2）消费者对旅游网站的信任在隐私关注和行为意向之间起到中介作用;（3）消费者是否具有使用该旅游网站的成功经验对信任和行为意向的关系起到正向调节作用。     

服务认知-行为模式对一线员工服务绩效影响研究——以酒店和旅行社为例

在以往的服务管理研究中,服务绩效的影响因素很多,然而没有文献研究员工对服务的概念性界定对服务绩效的影响.基于行为识别理论,文章提出服务认知-行为模式对一线员工的服务绩效存在影响.该研究利用旅行社业和饭店业402名一线服务员工的问卷调查数据,部分验证了所提出的假设,实证结果发现:(1)对顾客理解型服务认知一行为模式具有最高的角色外服务绩效,对工作规范型服务认知-行为模式具有最低的角色外服务绩效;(2)对工作规范型服务认知-行为模式具有最低的角色内服务绩效,对顾客理解型和手段型服务认知-行为模式具有较高的角色内服务绩效.     

旅游虚拟社区成员“感知-认同-契合行为”模式的实证研究

除交易行为外,顾客的非交易性行为(即契合行为)也对企业有重要影响.顾客的非交易性行为被概括为“顾客契合行为”(customer engagement behavior),作为一个较新的概念成为营销学界研究的热点,在营销实践中也成为企业关注的焦点,不少企业已经开始关注顾客契合行为,并且践行顾客契合营销策略.文章采用实证研究方法,探讨旅游虚拟社区成员的“感知-认同-契合行为”模式.数据分析结果表明,顾客感知的功能性价值、社交性价值和娱乐性价值都对成员的社区认同有显著的正向影响,且在三类价值中,社交性价值对社区认同的影响最大;社区认同对成员的社区参与、知识共享和口碑推荐都有显著的正向影响;社区参与对知识共享和口碑推荐有显著的正向影响,知识共享也正向影响口碑推荐.     

组织公正对餐饮业员工工作态度和行为的影响研究

文章以组织行为学为理论基础,运用结构方程模型研究了组织公正对餐饮业员工工作态度和行为的影响。研究结果显示：（1）分配公正和程序公正都对工作满意和组织承诺有显著的正向影响,但程序公正的影响较大;（2）程序公正对分配公正有显著的正向影响;（3）工作满意和组织承诺正向相关,并且都对员工的离职意向和顾客导向有显著的影响;（4）就影响方向来说,工作满意和组织承诺负向影响员工的离职意向,正向影响员工的顾客导向。文章最后提出了管理建议、研究的不足之处和进一步研究的方向。     

旅行社服务不诚信行为如何影响顾客信任——心理契约违背与企业声誉的作用

服务诚信问题是旅游业中备受关注的一个现实问题。已有研究从企业层面分析了旅行社整体诚信度对顾客与企业关系的影响,但对于单次服务中不诚信行为如何影响顾客信任,尚缺乏深入的探讨。文章试图用心理契约违背理论来分析服务不诚信行为对顾客信任的影响过程,同时考虑企业声誉在其中的作用。在访谈研究的基础上,文章通过情景实验法来检验研究假设。实验结果表明,服务不诚信行为不仅导致顾客对旅游服务的期望未被满足,也让顾客感觉自己遭到背叛,因而造成顾客对企业的信任感降低。企业声誉在顾客信任违背过程中发挥着双面效应,既有缓冲的作用,也有激化的作用。但总的来说,在高声誉条件下,不诚信行为严重程度越高所造成的顾客负面反应变化幅度更大。     

基于顾客需求的星级酒店网站功能评价——以广州市60家星级酒店为例

酒店网站功能作为酒店信息化的研究要点之一,已有成果多关注网站本身的结构和内容,忽视了酒店网站为其顾客服务的本质。本文在确定网站功能结构和评价指标的基础上,首先利用问卷调查法了解顾客对于酒店网站功能的需求,然后对60家样本酒店的网站进行了访问,分析其所具有的功能。研究认为,目前广州市星级酒店网站功能不能满足顾客的需求,基础层能提供简单的酒店信息,但忽视了酒店顾客的旅游需求;主体层的功能不能满足顾客了解特色、提前体验和信息交流的需求,不具个性化;核心层的功能与顾客需求不对称,信息更新不及时,客户关系管理不健全,没有实现基础层和主体层的功能的增值组合与动态优化。因而,要使酒店网站真正成为酒店管理和营销的有效工具,必须充分考虑酒店顾客需求。     

顾客品牌契合行为的心理机制研究:自我决定理论视角

随着社会化媒体的发展,顾客品牌契合行为受到学术界和业界越来越多的重视.顾客品牌契合行为是顾客因受到动机驱动而对品牌表现出的非交易性行为,是旅游企业提升品牌绩效和获取竞争优势所必需的战略要求.以往学者指出,顾客品牌契合行为源于动机因素,但鲜有研究从动机角度考察过顾客品牌契合行为发生的心理机制.该研究基于自我决定理论,以顾客与旅游品牌契合行为为例,实证研究品牌支持、品牌知识和品牌社群这3种情境因素对顾客基本心理需要及动机内化进而契合行为的影响.研究发现,品牌支持、品牌知识和品牌社群对顾客品牌契合行为有积极的影响,动机内化是上述因素影响品牌契合行为的关键心理机制.     

Hotel booking through online travel agency: Optimal Stackelberg strategies under customer-centric payment service

Facing stiff competition, online travel agencies (OTAs) are dedicating to provide customer-centric payment service in hotel online booking, which poses challenges for hotels and customers to make optimal strategies. This paper studies the optimal Stackelberg decisions and strategic interactions of a hotel and a customer in online booking through online travel agencies with customer-centric payment service. The results show that refund rate has great effect on the customer's payment decision, while transaction cost has great influence on the hotel's operational decision. When the refund rate is greater than a threshold, the customer prefers online payment. Being a leader in the Stackelberg game, the hotel can induce customers to choose the payment option with the lowest transaction cost by setting a refund rate.     

Measuring E-Service Quality for Online Travel Agencies

Online travel agencies face intense competition, and thus have a great need to evaluate the e-service quality of their websites to succeed or even just to survive. The present study explores the underlying dimensions used by online customers to evaluate the e-service quality of online travel agencies, as well as the relationship of these dimensions to customer satisfaction and the repurchase intention, using both qualitative and quantitative data collection techniques. Six underlying dimensions of e-service quality are identified from the results of factor analysis; namely, Website Functionality, Information Quality and Content, Fulfillment and Responsiveness, Safety and Security, Appearance and Presentation, and Customer Relationship. Furthermore, four dimensions—Website Functionality, Information Quality and Content, Safety and Security, and Customer Relationship—are found to significantly influence online customers' evaluation of overall satisfaction and their repurchase intention. The results of multiple regression analysis show Website Functionality to be the most powerful factor in predicting customer satisfaction and the repurchase intention. Implications of the study findings are discussed, and important guidelines for the development of online travel agencies are provided.     

Linking Website Interactivity to Consumer Behavioral Intention in an Online Travel Community: The Mediating Role of Utilitarian Value and Online Trust

Although prior studies have shown that perceived website interactivity plays an important role in positive behavioral intentions of online customers, the underlying psychological mechanisms remain unclear. Therefore, the purpose of this study was to examine the mediating role of utilitarian value and online trust in relationship between perceived website interactivity and repurchase intention in an online travel community. Data were collected from 227 customers who had purchased travel-related products on any online travel website within the past 12 months. The empirical results supported all study hypotheses. As predicted, utilitarian value and online trust fully mediate the relationship between perceived website interactivity and repurchase intention. Theoretical and practical implications are discussed.     

Effects of customer-to-customer social interactions in virtual travel communities on brand attachment: The mediating role of social well-being

This study investigates a multiple mediation model, in which the effects of social interaction among members of virtual travel communities operated by online travel agency brands on brand attachment are mediated by five dimensions of social well-being. Data were collected from 375 customers of virtual travel communities who had interacted with other customers in those communities online. Findings suggest that (1) the positive effects of online customer-to-customer social interaction (CCSI) on brand attachment are mediated by five social well-being dimensions, (2) CCSI is positively related to five social well-being dimensions and brand attachment, and (3) five social well-being dimensions have significant influences on brand attachment. This study provides empirical evidence of how online CCSI in virtual travel communities can improve customers’ social well-being and brand attachment.     

The Evolution of Expectations of and Attitudes Toward Online Travel Agencies Over Time

The basic premise of this research is that customer satisfaction with online travel agencies (OTAs) is dynamic in nature. In this context, it still remains unclear what role satisfaction plays in affecting expectations and attitudes toward an online travel agent over time. The study thus utilizes longitudinal data from 353 customers of OTAs to test temporal and carryover effects pertaining to satisfaction. Results indicate that the temporal effect of the expectations–attitudes linkage decreases over time. Carryover effects suggest that customers integrate both pre- and post-travel assessments of expectations and attitudes when evaluating satisfaction.     

Online Complaining Behavior in Mainland China Hotels: The Perception of Chinese and Non-Chinese Customers

Examining hotel customer feedback is vital for effective service recovery and improvement. The main objective of this study is to analyze online complaints about hotels in Mainland China and to examine the relationship between culture and other factors that affect the intention to complain online. Content analysis was performed for 822 complaints about hotels in major Chinese cities drawn from TripAdvisor and Ctrip. Complaints made by Chinese and non-Chinese customers were compared and 11 major complaint categories were identified. A two-way contingency table analysis demonstrated that traveler age, hotel price, and travel partner significantly influenced the online complaints made.     

网络点评对民宿顾客住宿意愿的影响——信任的中介作用探讨

网络点评是影响民宿顾客住宿意愿的重要因素。本研究以信任理论为基础,从顾客需求视角探讨民宿顾客对网络平台的信任和对民宿主人的信任在网络点评和民宿顾客住宿意愿之间的作用。研究发现:(1)网络点评对民宿顾客住宿意愿的直接影响效应显著;(2)顾客信任的二维度(对网络平台的信任和对民宿主人的信任)在网络点评和民宿顾客住宿意愿之间起串联中介作用,但是顾客信任的两个维度不能单独在网络点评和民宿顾客住宿意愿之间起中介作用。本研究揭示了网络点评对民宿顾客住宿意愿的作用路径,为民宿营销提供了新视角。     

The Impact of Internet Travel Advertising Design,Tourists' Attitude,and Internet Travel Advertising Effect on Tourists' Purchase Intention: The Moderating Role of Involvement

Nowadays, Internet advertising has a great potential in increasing customer's purchase intention. According to the literature, involvement significantly influences customer's online behavior and purchasing process; however, much of the present literature concentrates on independent and/or dependent effect of involvement on online shopping. This study focuses on the moderating role of involvement to explore the relationships among Internet travel advertising content design, Internet travel advertising attitude, Internet travel advertising effect, and purchase intention. The study collects a total of 386 responses and the data are examined with structural equation modeling. The results demonstrate that involvement as a moderator had the greatest effect on the relationship between Internet travel advertising attitude and Internet travel advertising effect. Involvement also influenced the relationship between Internet travel advertising content design and Internet travel advertising attitude followed by the relationship between Internet travel advertising effect and purchase intention. In addition, several practical implications have been discussed.     

The effect of dynamic integrated resort experience on Croatian customer behavior

This paper aims to gain knowledge on customers’ experience toward integrated resorts in Croatia. Customer perception toward integrated resorts was collected via face‐to‐face survey. The multidimensional experiential values and behaviors of 354 customers were studied. The data were analyzed using structural equation modeling. Croatian customers are engaged with the integrated resort experience. This engagement influences their satisfaction and behavioral intention. Specifically, customers with high playfulness and service expectations tend to engage positive behavioral intention toward the integrated resort brand. This paper offers the first insight into the relationship between experiential value and behavioral intention in the integrated resort setting.     

The Channel That Offers the Lowest Online Room Rates: A Case Study of Hotels in Hong Kong

Online distribution channels increasingly serve as platforms hotels can use to offer competitive room rates to attract price-sensitive customers and maximize yield. Capturing the lowest and highest daily room rates over a 360-day period from five of the most popular online travel agencies, and two batches of data showing the lowest room rates over 28 days from a last-minute bookings website, this study compares the lowest prices offered. The results indicate that no single online channel outperforms the others in any of the hotel star-rating categories, and that the last-minute reservation service provides the lowest hotel room rate across different star ratings.