中国文化背景下消费者服务个人价值观研究

An Empirical Study on Service Personal Values of Consumers Based on Chinese Cultural Context

运用SERPVAL量表对中国沈阳地区移动通信服务的388名消费者的服务个人价值观进行测量,并进行验证性因子分析.结果表明,消费者用个人价值观的3个基本维度,即安宁生活、社会认可、社会融合的满足程度来评估一项服务.方差分析结果表明,不同年龄、不同教育程度的消费者对使用手机通信服务所带来的个人价值的满足的认可程度存在差异.为服务组织基于服务个人价值观的服务开发与设计及营销战略的制定提供参考.

The SERPVAL scale is applied to measure the mobile service for 388 consumers＇ service personal values in Shenyang PRC and a confirmatory factor analysis is made afterwards. The result shows that a consumer tends to assess the satisfaction of a service in view of the three dimensions of personal values, i. e. , the peaceful life, social recognition and social integration. The ANOVA （analysis of variance） results reveal that there are discrepancies in respect to the satisfiable recognition due to different personal values for the mobile service provided to those customers who are different at ages and educational levels. This study will be beneficial to the service organizations to develop and design new services and marketing strategy, based on the service personal values of consumers.