消费情感与服务质量、顾客满意和重复购买意愿关系的实证研究——以航空服务行业为例

Structural Relationship between Consumption Emotion,Perceived Service Quality,Customer Satisfaction,and Repurchase Intention——A Study of Airline Service Industry

本文以航空服务业为背景,把消费情感分为事前消费情感和事后消费情感,考察了事前消费情感、事后消费情感、感知服务质量、顾客满意度和重复购买意愿的结构性关系。研究结果发现,事前消费情感对事后消费情感和感知服务质量有正向影响,而事后消费情感对顾客满意度有正向影响,但对重复购买意愿没有直接影响,同时感知服务质量对事后消费情感和顾客满意度有正向影响。

Cognition and emotion are both important to the customer satisfaction. But prior researches have focused on cog- nitive factors ,and neglected the emotional factors. Based on the data from airline service industry,we analyze the structural rela- tionships between consumption emotion, perceived service quality, customer satisfaction, and repurchase intention. Our results show pre - consumption emotion has positively relate to pest - consumption emotion and perceived service quality. We also find post -consumption emotion positively relate to customer satisfaction, but no effect on repurchase intention. In addition, we find perceived service quality has positive effect on post -consumption emotion and customer satisfaction. These results suggest that airline managers must pay attention to not only cognitive factors but also experiential aspects of airline service.