人格特征对关系利得、顾客满意及忠诚的影响:一项探索性研究

Influence of personality traits on relational benefits,customer satisfaction and loyalty:an exploratory study

研究采用综合视角,探讨社会归属需要、关系倾向和寻求多样性3个重要的顾客人格特征是否及怎样影响关系利得、顾客满意及忠诚。以美发行业为实证研究背景,运用PLS方法来验证假设模型中各个影响因素相互关系的正确性。结果发现,除了寻求多样性,社会归属需要和关系倾向对关系利得、顾客满意和忠诚都有直接或间接的影响作用;社会归属需要和寻求多样性都是影响关系倾向的前置因素。

The relationship between aspects of consumers＇ personalities and their perception of relational benefits, satisfaction and loyalty toward the provision of a service （hair styling） are investigated. The psychological traits examined are need for social affiliation, consumer relationship proneness and need for variety. Using partial least squares analysis （PLS）, the results indicate need for social affiliation, consumer relationship proneness have a direct or indirect influence on relational benefits, satisfaction and loyalty except need for variety. Need for social affiliation and need for variety are antecedents of relationship proneness.