服务技术创新与服务忠诚关系模型的创建及应用

Creation and Application of a Model on the Relationship between Service Technical Innovation and Service Loyalty

从顾客感知的角度探讨服务技术创新的结果表现、效率、易用性、感知控制、便利性和感知风险等特点与服务忠诚的关系,研究表明:服务技术创新的结果表现、效率和易用性与服务质量正相关;便利性对服务忠诚具有直接的正向作用,感知控制与服务质量和感知价值都无显著相关;而顾客的感知风险与服务质量和服务忠诚之间存在负相关;同时也证实了服务质量和感知价值都对服务忠诚具有正向影响的观点。服务企业应积极地进行技术创新,尤其要重视能吸引消费者尝试使用并重复使用的因素,并把监控与减少消费者的风险感知作为吸引消费者使用创新性服务技术并培养其忠诚的重要工作。

From the angle of customer perception, this paper discusses the relationship between service loyalty and the characteristics of service technical innovation such as manifestation, efficiency, easiness, perception control, convenience and perception risk and so on. The research results show that there is a positive relation between service quality and manifestation, efficiency and easiness of service technical innovation, that there is no obvious relation between perception control and service quality and perception value, that it is negatively correlated among customer perception risk, service quality and service loyalty and that service quality and perception value have positive effect on service loyalty. Service enterprises should actively make technical innovation, especially emphasize the factors which can attract the attempt and repetitive use of consumers, and regard monitoring and decreasing risk perception of consumers as the important work to attract consumers＇ using innovative service techniques and to cultivate customers＇ loyalty.