以公平性为源头的服务忠诚度及其驱动因素剖析

An Analysis of Service Loyalty Sourced from Justice and its Driving Factors

在当代竞争环境下,服务忠诚已成为服务组织面临的一个重要问题。服务管理和关系营销两大学派分别从交易过程和关系过程阐述了服务忠诚的决定因素,但仍有众多问题没有达成共识。我们把公平性作为外生变量引入进来,尝试把两大学派进行整合,以复合的观点考察服务忠诚。在此基础上,采用基于Lisrel统计分析软件的结构方程模型,综合分析了包括公平性、顾客信任、顾客感知价值、顾客满意等多个前置变量对服务忠诚度的影响,并建立了概念模型。实证研究的结果证实了该模型的合理性。

Under the contemporary competitive environment, service loyalty has been an important issue for service organizations. Both schools of service management and relationship marketing have addressed the determinants of service loyalty from customers＇ transactional process and relational process respectively, but there has been not a unanimous conclusion. Taking justice as the joint, we try to merge service management and relationship marketing approaches to examine service loyalty from a combined perspective. Based on Lisrel software, we analyze the relationships between prepositive variables and loyalty, and finally establish an SEM model which is supported by empirical results.