顾客参与影响品牌关系质量研究

A Study on Impacts of Customer Participation on Brand Relationship Quality

随着顾客知识的增长及其对独特性需求体验的追求,顾客不仅要求有更大程度的自主性,更把参与过程的主导性体验视为服务体验质量的重要源泉。本文以美发业为研究情境,将顾客心理感知因素作为过程变量,构建顾客参与影响品牌关系质量的研究框架,结果表明顾客参与对顾客感知价值和顾客服务体验均有显著正向影响,而对顾客正面情感的影响则需通过服务体验实现;顾客感知价值、顾客服务体验和顾客正面情感之间均有密切正向关系;顾客感知价值、顾客正面情感均对品牌关系质量有显著正向影响,而服务体验则需通过顾客正面情感和感知价值对品牌关系质量产生作用。

With the increasing of customer knowledge and the pursuit of unique needs experience, customers not only require greater autonomy, but also regard dominant experience in participation process as a key source of service experience quality. In the context of hairdressing service, by taking customer psychological perception factors as process variables, the impact mechanism of customer participation on brand relationship quality was built in this paper. The results showed that customer participation has significant positive effects on customer service experience and customer perceived value, and an indirect effect on customer positive emotion via customer service experience; positive relationship exists in customer perceived value, service experience, and positive emotion; both customer perceived value and positive emotion have significant positive effects on brand relationship quality, while customer service experience affects brand relationship quality via customer perceived value and positive emotion.