顾客间互动对顾客兼容性的实证研究

由于服务的特殊性,使得出现在服务过程中的顾客间互动现象极其普遍,但由顾客间互动导致的顾客兼容性问题并未受到足够重视。本文在相关理论文献的基础上提出了顾客间互动影响顾客兼容性的研究假设,选取娱乐业为调查对象,通过调查问卷收集数据,并采用统计分析方法进行实证分析,证实了顾客间互动中的礼仪违背、干扰争执行为会负向影响顾客兼容性,友好交谈和建议帮助行为会正向影响顾客兼容性。最后,结合研究结论对企业实施顾客兼容性管理提供了依据和建议。

Influence of Customer-to-customer Interaction upon Customer Compatibility

It can be commonly found that customer-to-customer interaction usually occurs due to particularity of service,but the problem of customer compatibility caused by it has not been attached great importance to.Based on related researches,this paper discusses the influence of customer-tocustomer interaction upon customer＇s compatibility and selects the entertainment industry as the investigation object to collect data through the questionnaires which can be applied to statistical analysis.The result confirms that the etiquette violation and interference arguments have a negative effect on customer compatibility while the friendly conversation and advice have a positive effect.This paper also provides some suggestions for businesses to implement customer compatibility management.