服务业顾客与服务人员人际关系研究——基于营销视角的概念界定与量表开发

On the interpersonal relationship between customers and the service staff in service industry

关系研究在国内外理论界都受到高度重视。在营销领域关系研究主要是关于关系营销和渠道管理等B2B方面的内容。通过对B2C服务业中顾客与服务人员之间的人际关系概念的界定,从情感和认知角度确认了亲近、喜爱和总体认可3个维度,开发了服务业顾客与服务人员的人际关系量表。量表具有较好的一致性信度、收敛效度与区别效度,并且3个维度收敛于二阶因子。对服务业人际关系的实证测量将Guanxi研究扩展到了服务消费领域,为相关研究提供了借鉴。

Guanxi research has received most attention from academia both home and abroad. In the marketing re- search it is mainly in the B2B environments such as channel management. This research defines the concept of in- terpersonal relationship between consumers and their service staff. Three dimensions, namely closeness, liking and value are identified from the angles of emotion and cognition. A muhidimension scale of interpersonal relationship between consumers and their service staff is developed, which has good reliabilities and validities. The empirical measurement of the CSP expands Guanxi study to the service area of consumer spending, providing some reference for the relevant research.