顾客价值在顾客参与和顾客满意关系中的中介效应研究

The Mediating Effect of Customer Value on Customer Participation towards Customer Satisfaction

本文从顾客与企业交互的角度出发,将信息交换、交互公平、情感承诺和自我效能作为决定顾客参与合作生产的前置因素,考察了顾客参与和顾客价值对顾客满意度的影响。在此基础上,以个人培训行业为背景,运用结构方程模型开展实证研究。研究结果显示,信息交换和情感承诺作为顾客参与前置因素的效应得到了证实。而且顾客价值对顾客参与活动与顾客满意之间的关系具有完全中介效应,这为两者间的关系提供了一个新的解释。本研究的结论为推行顾客创造性参与企业的实践经营有一定的借鉴意义。

This study considers information exchange, interactional justice, customer affective commitment and customer self-efficacy as antecedents in determining customer participation based on interactive perspective and examines the effects of customer participation and customer value on satisfaction. On the basis of which, an SEM analysis was conducted on the personal development industry. The results show that information exchange and customer affective commitment were found to be antecedents of customer participation. Moreover, the results show that the effect of customer participation on customer satisfaction is completely mediated through customer value. Based on the results, this study explains the practical and academic implications for companies promoting customer creative participation.