让游客参与服务他们就一定会很满意吗?——一个有调节的中介模型

An Empirical Study on the Influence of Customer Participation on Customer Satisfaction and Commitment: An Adjustable Mediation Model

本文引入归因理论和公平理论来解释顾客参与服务过程中出现不满意的原因,以旅行社的顾客为调查对象,通过建立结构方程模型,探讨旅行社行业背景下顾客参与的结构维度,分析顾客参与、顾客感知的组织支持、顾客对自身参与表现的满意程度、顾客满意感和顾客归属感这5个变量之间的关系。研究结果表明:(1)顾客感知的组织支持对顾客满意感和归属感有正向影响;(2)顾客参与是顾客感知的组织支持与顾客满意感和归属感之间的关系的中介变量;(3)顾客对自身参与表现的满意程度调节顾客参与的中介效应。

This paper applied attribution theory and equity theory to elaborate the causes that result in the dissatisfaction of customers participating in the consumption process of services, took the customers of travel agencies as samples, built a structural equation model to explore into the structural dimensions of customer participation in travel agency context, and made an analysis of the relation between the five dimensions including customer participation, the organizational support of customer perception, customer＇ s satisfaction with their participation performance, customer＇ s sense of satisfaction, and customer＇ s sense of commitment. The findings show that the structural support of customer＇ s perception has positive influence on his sense of satisfaction and commitment; that customer participation has meditation effect on customer＇ s structural support and his sense of satisfaction and commitment; and that customer satisfaction with their participation performance could adjust the meditation effect of his participation.