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.

On the Relationship among Customer Psychological Empowerment,Customer Participation and Service Quality in Travel Agencies

Customer psychological empowerment is a sense of control over service experience under the influence of enterprise authorization measures.The paper,based on the in-depth literature study,proposes a study model including customer psychological empowerment,customer participation,customer service quality,employee service quality and customer satisfaction and tests the model in travel agencies.The study results can enrich the study on the theory of customer empowerment.Meanwhile,it might be of certain practical referential value in terms of authorizing customers from travel agencies,encouraging customer participation,enhancing service quality and further improving customer satisfaction.