服务提供者交际活动与顾客忠诚的关系

The Relationship between Service Provider Sociality and Customer Loyalty

对Koermer的"服务提供者交际活动量表"(Service Provider Sociality Scale)修订以形成适合中国文化背景的服务提供者交际活动量表,根据顾客忠诚的研究编制了顾客忠诚量表,顾客忠诚包括对服务提供者的个人忠诚及与服务提供者所在组织的组织忠诚。先后对684名被试进行调查,探索性因素分析和验证性因素分析结果表明,服务提供者交际活动有三个因素构成——礼节性交际活动、社会性交际活动、私密性交际活动。回归分析表明,社会性交际活动是顾客忠诚的最重要预测变量。

Koermer＇s Service Provider Sociality Scale was revised to suit the Chinese cultural background. Based on the studies of customer loyalty, the Customer Loyalty Scale, which was divided into loyalty toward the service provider and loyalty toward the organization represented by the service provider was developed. 684 subjects were investigated EFA and CFA analysis, results showed that service provider sociality consisted of three factors＇ courtesy, sociality and privacy. Regression analysis revealed that sociality is the most important predictior for customer loyalty.