服务质量对顾客资产的驱动作用研究--基于顾客行为视角的实证考察

A Study on the Driving Effects of Service Quality on Customer Asset

近些年来,服务质量已经成为学者和经理人关注的焦点。众多学者和管理者最近又将视线投向了一个更广泛、更重要的概念——顾客资产。遗憾的是,很少有人将这两个命题联系起来进行研究。通过运用分解方法,本文立足于顾客行为的视角,试图以关系收益为纽带,探索相对成熟的概念——顾客感知服务质量和全新的概念——顾客资产之间的驱动关系,从而加深人们对服务质量对顾客资产驱动作用的理解。实证分析表明:服务质量的某些关键为维度确实对顾客资产具有直接的驱动作用。同时,关系收益在服务质量和顾客资产之间确实起着一定的中介作用。

Both researches and managers have focused on service quality for quite a long time and recently their attention has been given to a more important and broad concept, customer asset. However, few of them link these two significant constructs together. This study, taking a disaggregated approach, aims to build a structural link between the well developed theory of customer perceived service quality and the newly developing concept of customer asset and to disclose how service quality drives customer asset in terms of customer behaviour - based perspective by examining the role of relationship benefits. It has been found both service quality related factors and relationship benefits have significantly but differentiated direct driving effects on customer asset. Furthermore, evidence has shown that relationship benefits act as the mediator between service quality and customer asset.