享乐型服务的场景要素与顾客行为意向的关系研究

Empirical Study of Relationship between Servicescape Elements and Customers' Behavioral Intentions in Hedonic Service

以享乐型服务消费的典型业态——休闲餐厅为研究背景,从情绪和认知两个视角对服务场景与顾客的情绪反应、感知服务质量、感知服务价值和行为意向的关系进行研究。在文献回顾的基础上,建立反映各概念关系的理论模型;利用自行开发的问卷,采用调查法收集数据,应用结构方程模型进行数据分析。研究结果表明,服务场景对调动顾客的积极情绪、提高顾客的感知服务质量和感知服务价值有显著影响,积极情绪、感知服务质量和感知服务价值均会影响顾客餐后的行为意向,感知服务价值对行为意向的影响最为显著,并且在情绪反应与行为意向、感知服务质量与行为意向的关系中起中介作用。研究结果的管理含义在于,享乐型服务的管理者应充分利用服务场景改善顾客的感知质量、感知价值和重购意愿,以获得持续的竞争优势。

Using the causal dining restaurant, one of typical industrial modes in causal consumption industry, as research back-groud, this study examined the relationships among servieescape, emotional responses, perceived service quality, perceived service value, and behavioral intentions from viewpoints of emotion and cognition. Based on literature review, a conceptual model was put forward. A questionaire survey was conducted and data was analyzed by structural equation model. Results of the study reveal that servicescape has significant effects on customers＇positive emotions and perceived quality. Furthermore, both positive emotions, perceived service quality and perceived service value influence customers＇ post-dining behavioral intentions. Perceived service value not only functions as the greatest contributor to behavioral intentions, but also mediates the relationship between emotional responses/perceived service quality and behavioral intentions. The management implications of the study are that causal restaurant managers must utilize the effects of restaurant atmospherics to improve customers＇ perceived value of the restaurant and their revisit intentions, so as to gain the sustainable competition advantage.