基于顾客主导逻辑的良性互动对协同价值及忠诚意愿影响的探析——来自多地青年旅社住客的证据

Exploration of Influence of Positive Interaction on Collaborative Value and Loyalty Intention Based on Customer-Dominant Logic:An Evidence from Youth Hostel Residents from Different Places

文章旨在探析顾客主导逻辑下服务企业顾客间的价值协同创造机制,为服务企业提升顾客体验、引导顾客忠诚意愿提供重要的启示。运用Amos统计分析进行实证检验,发现顾客间良性互动对顾客间协同价值均具有正向影响作用;情感价值、社会价值、网络价值对顾客忠诚意愿有正向影响,并在友好交谈和互动分享影响顾客忠诚意愿的过程中发挥完全的中介作用;活动游戏对顾客忠诚意愿有正向影响,情感价值、社会价值、网络价值在活动游戏对顾客忠诚意愿的影响过程中发挥部分中介作用。

This research aims to explore the C2C collaborative value creation mechanism under the customer-dominant logic and provide important enlightenment for service enterprises to improve customer experience and guide customer loyalty intention.Through an empirical test by Amos statistical analysis,it is found that positive C2C interaction has a positive effect on C2C collaborative value;emotional value,social value and network value have a positive impact on customer loyalty intention,and play a fully intermediary role in the process of friendly conversations'and interactive sharing's influencing customer loyalty intention;activities and games have a positive impact on customer loyalty intention,and emotional value,social value and network value play a part of intermediary role in the process of activities'and games'influencing customer loyalty intention.