服务质量与服务忠诚的多维度关系研究

本文选择北京地区接受餐饮业服务的消费者为调研样本,运用因子分析、结构方程模型等计量手段,从多维度角度研究服务质量与服务忠诚的关系。研究结果表明:服务质量由有形性、可靠性、响应性、保证性和移情性五维度构成,服务忠诚由情感忠诚和行为忠诚两维度构成;服务质量不仅对服务忠诚存在着显著的直接正向影响,而且通过顾客满意对服务忠诚存在着显著的间接正向影响;服务质量各维度对服务忠诚各维度的影响机理与程度各不相同。研究结果同时引申出若干有关我国服务业如何提升服务质量以达到提升服务忠诚的启示。

The Relationship between Service Quality and Service Loyalty in the Multi-Dimensional Perspective

Based on a survey of restaurant customers in Beijing area, this paper focuses on the relationship between service quality and service loyalty especially in the multidimensional perspective by using empirical study techniques such as factor analysis and structural equation model. The results indicate that service quality is an integrated concept which can be divided into five dimensions: tangibles, reliability, responsiveness, assurance and empathy. Service loyalty is also an integrated concept composed by two dimensions: affective loyalty and behavioral loyalty. Not only does service quality affect service loyalty directly, but also significantly influence service loyalty in an indirect way though customer satisfaction. However, the way and degree that individual dimension of service quality affects service loyalty dimensions is not the same. At the end, implications of the results are discussed.