基于SSTs情境的服务质量、顾客满意与渠道迁移关系研究综述

A Review on the Relationship of Service Quality, Customer Satisfaction and Channel Migration — Based on SSTs Situation

在服务营销领域,服务质量与顾客满意、行为意愿之间的关系是多年来学者们关注的对象,并开展了大量的研究。随着信息技术的发展,自助服务技术(SSTs)得到广泛应用,越来越多的企业成为人工服务和自助服务的多渠道服务提供商。在SSTs情境下,让消费者从人工服务转而接受并持续使用自助服务,完成服务渠道的迁移成为企业服务环节的重点。本文对服务质量与顾客态度、行为关系的文献进行了全面回顾和逻辑梳理,并作出了相应评述。在此基础上,结合自助服务技术的内涵和特点,分析自助服务情境下,服务质量与顾客满意、渠道迁移的关系。

In the field of service marketing, scholars have looked into the relationship among service quality, customer satis- faction and behavioral intention as a focus subject, and conducted a lot of achievements since years ago. With the development of information technologies, self-service technologies （SSTs）have been widely used. More and more enterprises have become multichannel service provider, with artificial service and self-service. In SSTs situation, the focus of the enterprise service part is channel migration, making consumers use self-service continuously from artificial service. In this article, the author conducts a comprehensive review of literatures of the relationship between service quality, customer attitude and behavior, and makes the corresponding comment. Combing the connotation and characteristics of self-service, the author analyzes the relationship among service quality, customer satisfaction and channel migration based on SSTs situation.