服务公平性对顾客忠诚的影响机制研究

Study on the Mechanism of Service Fairness Influencing to Consumer Loyalty

哪些因素及其怎样影响顾客忠诚是企业在市场竞争中立于不败之地的关键。在大量国内外文献的基础上,本文提出了服务公平性对顾客忠诚影响机制模型,并提出了若干假设。通过对乡村旅游消费者问卷调查获取的丰富基础数据,实证了服务公平性、服务质量、顾客满意之间的相互关系及其对消费者忠诚的作用机理。研究发现,服务公平性通过服务质量、感知价值与顾客满意三个中介变量对顾客忠诚产生影响,共有四条影响路径:(1)服务公平性-服务质量-顾客满意-顾客忠诚;(2)服务公平性-服务质量-感知价值-顾客满意-顾客忠诚;(3)服务公平性-感知价值-顾客满意-顾客忠诚;(4)服务公平性-顾客满意-顾客忠诚,而且这四条路径的影响效益存在显著差异。研究同时发现,顾客忠诚的重游倾向与口碑宣传两个变量之间存在递进关系。

Based on the rich literatures,this paper develops and tests an integrative model to examine the mechanism of service fairness impacting to consumers＇ loyalty.With data from a questionnaire survey of Changsha rural visitors,the paper examines the mutual relationship between service fairness,service quality,perceived value,and consumer satisfaction,and their effects to loyalty.The results reveal that service fairness does not direct effect to consumer loyalty,but does indirect effect through service quality,perceived value,and satisfaction,which are three mediator variables.There are four affect paths that service fairness influences to loyalty：Firstly,service fairness-service quality-customer satisfaction-loyalty;Secondly,service fairness-service quality-perceived value -customer satisfaction -loyalty;Thirdly,service fairness -perceived value -customer satisfaction -loyalty;Fourthly,service fairness-customer satisfaction-loyalty,and,there are various different effects between four paths.Simultaneously,we find there is a progressive relationship between intention to revisit and word-of-mouth of customers＇ loyalty.Discussion and implications are provided based on the research results.