国外顾客参与研究述评

Research Literature on Customer Participation Abroad

顾客参与是服务营销领域的重要课题。近三十年来,西方营销学者对顾客参与进行了深入的研究,包括顾客参与的基本理论,顾客参与的动机,影响顾客参与的因素,顾客参与对服务的影响。研究表明,顾客参与是一个多维度的变量,顾客参与和感知服务质量成正相关,和顾客满意之间的关系不确定。

Customer participation is an important issue in the field of service marketing. During the past thirty years, foreign marketing scholars have made in-depth studies on the basic theory of customer participation, the motivation of customer participation, the factors influencing customer participation, and the impact of customer participation on service. Their studies have shown that customer participation, as a muhi-dimensional variable, is positively related to perceived service quality, but there is an uncertain relationship between customer participation and customer satisfaction.