旅客感知服务质量与体验质量的界面驱动机制研究

Research On the Drive Mechanism of Interface Management on Customer's Perceived Service Quality and Perceived Experience Quality

界面管理是服务管理研究中新的理论领域,是解决服务质量问题的新的实践方向。本研究主要考察界面管理与顾客感知服务质量、感知体验质量间的驱动关系,并考察顾客感知服务绩效和感知体验绩效在驱动关系中的中介效应。本研究对来自国内109家酒店的412个有效顾客样本进行实证分析。研究发现:(1)界面管理对顾客感知的服务质量与体验质量具有显著但存在差异的驱动影响力;(2)顾客感知的服务绩效在界面管理与顾客感知服务质量间具有完全中介效应;(3)感知体验绩效在界面管理与顾客感知体验质量间具有完全中介效应;(4)界面管理有助于提升顾客的整体体验水平。

Interface management is a new theory domain of service management research and is a new practice direction of solving service quality problems. But in China, both of theory and industry field haven＇t basic common idea that Interactive obstacles in service Interface are the basic factors which induce service quality defects and effi- ciency loss of service system. So the problems of service quality and service interaction oriented to customer views can not find the systematic solution. This research is aim to examine the drive relations of the interface management to customer perceived service quality and customer perceived experienced quality, and examine the meditating effect of customer perceived service performance and customer perceived experienced performance in both relation. Based on the literature reviews and practice investigation, this research put forward four basic dimensions in interface management which include interface communication, interface coordination, interface introjections and in- terface collaboration. Based on the angle of customer, this research constructs the drive relation model among four dimensions of interface management, perceived service performance, perceived service quality, perceived experi- ence performance and perceived experience quality. Because hotel enterprise has various service jobs and its service interface has typical meaning, this research makes the hotel customers as the investigation objects. This research get 412 customer samples of 109 hotel enterprises at domestic and the research methods includes descriptive statis- tics, regression analysis and meditating effect test analysis. This research found that ： （ 1 ） interface management has positive influences on perceived service performance, perceived service quality, perceived experience performance and perceived experience quality; （2） interface man- agement has bigger influence effect on both perceived performance than both perceived quality; （3） interface man- agement has bigger influence effect on perceived service performance than perceived experience quality. And inter- face management has bigger influence effect on perceived service quality than perceived experience quality; （4） perceived service performance has complete mediating effect between interface management and perceived service quality. And perceived experience performance has complete mediating effect between interface management and perceived experience quality ; （5） interface management helps to promote the whole level of service experience of customers. The result of this research indicates that the concrete state of service interface is the important factor of influen- cing the perceived quality of customers. The regulation and management of service interface is the important method of promoting service quality and experience quality. Based on this research, the interaction on service interface is the important theory dimension of interpreting service quality and experience quality. For improving service quality and experience quality, service enterprise should pay attention to comprehensively use interface methods of interface communication, interface Coordination, interface introjections and interface Collaboration to construct the service interface whose elements are unity, coordination, integration and good communication. Service enterprises should emphasize the overall regulation on interaction relation of various service function main bodies. Service enterprises should emphasize the guide and management of the interface expected level of customers. Of course, improving the actual state and management level of service interface is the main base of promoting the evaluation result of service quality and experience quality of customers.