服务质量如何影响顾客行为意图?——感知价值和顾客满意的中介效应

Synthesizing the Effects of Service Quality on Behavioral Intensions: The Mediating Effect of Perceived Value and Customer Satisfaction

优质的服务一直是企业努力追求的目标,然而服务质量如何影响顾客的行为意图却一直未得到理论界的证实。通过系统地回顾服务质量的研究,构建了一个基于价值和满意的模型并进行了实证检验。研究结果表明,结果质量较环境质量及交互质量更显著地影响行为意图,它们同时也通过感知价值和顾客满意间接影响行为意图,感知价值的中介效应显著高于顾客满意的中介效应。因此,服务企业应该全面理解服务质量内涵、有效地监控日常的服务接触并持续可靠地提供高质量的服务从而提升顾客感知价值、增强顾客满意进而创造积极的行为意图。

The studies of service evaluation variables and behavioral intensions have dominated the service marketing literature. However, a review of existing literature shows that there is no literature of the effect of service variables on behavioral intensions from the perspective of service quality. This study reviewed literature systematically and synthesized a model based on value and satisfaction. An empirical study revealed that outcome quality influenced behavioral intensions more significantly than physical environment quality and interaction quality, and overall service quality had an effect on behavioral intensions indirectly, the mediating effects of perceived value was higher than customer satisfaction and service quality. So service enterprises should understand the meaning and components of service quality , monitor day-to-day service, and provide high quality service continuously and steadily in order to enhance perceived value and customer satisfaction and create favorable behavioral intension.