顾客间互动对顾客兼容性的影响——基于娱乐业的实证研究

Influence customer-to-customer interaction on customer compatibility: based on empirical research on entertainment industry

由于服务的特殊性,使得顾客间互动现象在服务过程中非常普遍,但顾客间互动所引起的顾客兼容性问题却未受到足够重视.在回顾理论文献的基础上提出了顾客间互动影响顾客兼容性的相关假设,并选取娱乐业为调查对象,通过调查问卷收集数据,借助统计分析方法进行实证分析,证实了顾客间互动中的礼仪违背、干扰争执行为会负向影响顾客兼容性,友好交谈和建议帮助行为会正向影响顾客兼容性.最后,在研究结论基础上对企业实施顾客兼容性管理提供了依据和建议.

Abstract ： Service pretty common in particularity makes the customertocustomer interaction （CCI） phenomena is the service process, but in reality, the customer compatibility problem caused by CCI haven＇t got enough attention. On the basis of literature review,we put forward relevant hypothesis that CCI influences the customer compatibility, select the entertainment industry as the investigation object, collect the data through the questionnaire, and apply statistical method to empirical analysis. It is confirmed that the etiquette violation and interference arguments will negatively influence the customer compatibility, and the friendly conversation and advice assis tance will positively influence the customer compatibility. At last, the paper provides some sug gestions for the enterprises implementing customer compatibility management.