服务业顾客间互动的影响要素及影响力探析

On the Impact Factors and Influence of Customer-to-customer Interaction

顾客间互动研究是关系营销长期被忽视的关键领域和重要研究议题,同时也是服务接触理论进一步深化研究的关键领域。研究发现,顾客间互动的影响要素主要包括三方面:个体因素、人际因素和环境因素;正面和负面互动会对顾客产生不同的影响力;在同样的互动水平下,负面互动比正面互动更具影响力。

Customer-to-customer interaction（CCI） is the long-neglected key areas and important issues in relationship marketing research.While CCI has become the key area to the further deepening research of service encounter theories.This study finds that the impact factors of CCI mainly include three aspects：individual factors,interpersonal factors and environmental factors.Positive and negative CCI can produce different influence on customers.When at the same interactive levels,negative CCI is more influential than positive CCI.