顾客与服务人员接触程度对顾客忠诚的调节作用

Adjusting effect of service involvement between sellers and buyers on customer loyalty

聚焦于服务行业,利用实证研究方法分析服务过程中顾客与服务人员接触程度差异对顾客忠诚的调节作用,结果发现顾客与服务人员的接触程度影响了转换成本、关系信任及服务补救对顾客忠诚的作用方式和作用程度,说明顾客与服务人员接触程度对顾客忠诚具有显著的调节作用。由此深化对顾客忠诚形成机理的认识,为服务企业更有效地提高顾客忠诚水平提供借鉴。

Focused on service industry, the adjusting effect of different service involvement between sellers and buyers on customer loyalty during the process of service is analyzed by empirical method. The results show that the service involvement between sellers and buyers can influence the functioning modes and degree of switching cost, relationship trust, and service remediation, which indicate that there is significant adjusting effect of service involvement between sellers and buyers on customer loyalty. The recognition on forming mechanism of customer loyalty is deepened according to it, which can provide reference for service enterprises to improve their level of customer loyalty effectively.