顾客参与测量维度、驱动因素及其对顾客满意的影响机理研究

【作者】 耿先锋；

【导师】 贾生华；

【作者基本信息】 浙江大学 ， 企业管理， 2008， 博士

【摘要】 在我国经济结构转型的关键时期,发展服务经济是解决我国当前所面临的社会矛盾的有效途径。有数据显示,随着服务业在我国国民生产总值中的比例不断地增加,顾客对服务行业的投诉也越来越多,服务业已经成为投诉的重灾区。企业有效地管理服务,提高顾客的满意度,已经成为一个亟待解决的问题,需要引起足够的重视。服务具有无形性、异质性、不可储存性、不可分离性,这些属性最终表现为顾客的参与性,从而增加了服务接触过程中的不确定性,使得服务很难象实体产品那样进行标准化的操作和管理,需要一个行之有效的管理方法加强对服务的管理。在理论研究中,顾客满意是客户关系管理中的焦点问题。有关满意的概念、影响因素、作用机制等方面的研究已经有很多。然而,不同的行业、不同的情景下,满意的影响因素和作用机制也会有所不同。服务的特征决定了顾客在服务接触中的地位和角色,有些学者将企业边界拓展,视顾客为“兼职员工”。在这种顾客高参与的行业或情境下情况下,维持和增进顾客的满意的方法与实体产品消费情境有较大的差异。不能将实体产品中满意的形成过程,以及满意的驱动因素等相关理论直接应用到服务情境中,还要对其进一步地验证。为了解决这个问题,服务营销领域的相关研究引入了顾客参与(customer participation)。本研究基于顾客参与,围绕服务接触过程中的顾客参与行为与顾客满意的关系,以医疗服务业为例,从三个方面展开了研究:第一,深化了对顾客参与行为的认识,分析了顾客参与的测量维度;第二,在理论分析的基础上,从感知风险视角出发,研究了顾客参与的驱动因素及其人口统计变量的调节作用;第三,分析了顾客参与对顾客满意的影响机理,探讨了顾客参与的各个维度通过服务质量、消费情感、信任、感知控制对顾客满意的影响路径。本文针对杭州市的医疗服务业进行了实证研究,2008年5月下旬笔者先后走访了医院和社区,对患者和相关专家进行了实地访谈,在访谈的基础上结合相关理论产编制了前测量表。2008年6月中旬,针对前测问卷进行了小样本调查,发放问卷100份,回收有效问卷62份,经统计方法对问卷条款筛选之后形成正式问卷。2008年8月笔者在社区和超市随机拦截受访者,请他们根据自己的就医经历填答问卷。共发放问卷855份,得到有效问卷525份,有效问卷的回收率为61.4%。数据分析采用SPSS 15.0和AMOS 7.0两个统计软件包,使用的方法主要包括:描述性统计分析、探索性因子分析、验证性因子分析、多元线性回归分析、结构方程模型分析。在理论分析和实证分析的基础上本研究得到如下结论:(1)顾客参与有责任行为、信息搜索和人际互动三个测量维度。深入地分析顾客参与行为,识别出顾客参与的测量维度,是研究顾客参与与其他变量之间关系的理论前提。经过理论探讨和实证分析,本研究得出了医疗服务情境下的顾客参与的三个测量维度:责任行为、信息搜索和人际互动。参与行为的三个维度反应不同的参与水平。责任行为维度体现的是最基本,最低的参与水平,是顾客作为企业的“兼职员工”所要履行的义务。信息搜索和人际互动维度则体现了顾客的积极参与行为。(2)感知风险对顾客参与行为有明显的驱动作用。服务具有无形性,消费者在接受服务的过程中缺乏质量评定的标准,与实体产品相比消费者会感知更多的风险。顾客参与是顾客有效回避各种风险的策略之一,因此感知风险是影响服务接解中顾客参与决策的重要驱动因素。研究结果表明:时间风险、绩效风险、心理风险、财务风险都显著地影响顾客参与行为。绩效风险、心理风险、财务风险与患者的参与行为正相关,而时间风险与参与行为负相关。(3)人口统计变量对顾客参与的驱动机制发挥调节作用。在感知风险对顾客参与的驱动作用得到证明以后,本研究进一步探讨了性别、年龄、收入三个人口统计变量的调节作用,最终研究结果表明:性别对感知绩效风险驱动作用的调节不显著,而对感知时间风险、感知财物风险和感知心理风险的驱动作用都有显著的影响;年龄对感知时间风险和感知绩效风险的驱动作用有调节作用,而对财务风险和心理风险驱动作用的调节不显著;收入对感知财务风险有调节作用,而对感知时间风险、感知心理风险和感知绩效风险没有明显的调节作用。(4)顾客参与通过服务质量影响满意。正如Maddern,Maull&Smart(2007)所指出的服务质量是顾客满意的主要驱动。本研究也发现:顾客参与的信息搜索和人际互动维度对技术质量和功能质量的感知产生显著的影响。服务质量对满意影响的实证结果表明,技术质量和功能质量对满意有显著影响,功能质量相对于技术质量有更大的路径系数,说明在医疗服务业中功能质量对患者满意有较强的作用,改善功能质量可以更有效地提高患者的满意水平。最终的研究结果表明,顾客参与可以通过服务质量对满意的评价产生影响。(5)顾客参与通过情感影响满意。在服务接触中顾客不同的参与程度,对顾客的情感会有不同的影响。这一结论得到实证研究的支持,顾客参与的责任行为、信息搜索和人际互动三个维度对包括正面情感和负面情感在内的患者的情感有显著的影响。Mattila&Enz(2002)的研究发现,顾客对服务过程的评价与顾客事前和事中的情感高度相关。本文的实证研究也得到了类似的结论,正面情感对顾客满意有显著的正向影响,正面情感在患者参与和患者满意之间有明显的中介作用。(6)顾客参与通过信任影响满意。本文的实证研究表明信息搜索和人际互动两个维度对患者信任有显著的正向影响。事先对医院的就医过程有初步地了解,掌握一些基本的医疗知识,在接受医疗服务过程中与医生进行行为和情感的互动有利于增加医患双方的共识,增加患者的信任感。信任有助于提升顾客满意,Swan,Bowers&Richardson(1999)指出消费者满意是消费者对销售人员的信任结果之一。本文的研究进一步验证了这个观点,信任对满意有显著的影响。路径分析的结果表明,顾客参与会通过增加顾客信任来提高顾客满意水平。(7)顾客参与通过感知控制影响满意本研究的实证结果表明,顾客参与的信息搜索和人际互动两个维度对感知控制有显著正向影响。事前的信息搜索和事中的服务体验都会增进顾客的感知控制。顾客参与和信息搜索又通过增加感知控制来提升顾客满意。在人际互动过程中感知控制是获得互动满意的必不可少的条件,也得到本研究的实证结果的支持,说明感知控制对满意有显著的影响。本研究深化了对顾客参与的认识,取得了一定的理论进展。首先,从感知风险视角出发对现在的顾客参与的驱动因素进行了归纳,弥补了现有的相关研究缺乏系统性的不足,在此基础上进行了实证研究,对了顾客参与的驱动因素进行了深入的探讨;其次,由于情感的介入,在不同的服务接触环境中顾客会产生不同的满意感评价。探讨消费情感和顾客满意之间关系的研究还不多,本文尝试将消费情感引入到满意的研究框中,同时考虑认识因素和情感因素对顾客总体满意评价的影响;再次,在顾客高参与的情境下顾客满意的形成路径会有所不同,本研究在对顾客参与理论进行系统的理论研究基础上,分析了顾客参与通过物质收益、情感收益和心理收益的变化对满意评价的影响路径。更多还原

【Abstract】 In the key period of transformation of Chinese economic structure,the development of service industry is becoming an effective way for solving social contradiction.The data show that,the proportion of service industry in GDP is becoming larger,and related complaints are becoming more and more popular.So,the problems of managing service industry and increasing customer satisfaction degree demand prompt solution.Because of the characteristics of intangibility,inseparability, variability,perishability,the services present the characteristic of the customers’ participation.And this kind of characteristics increases non-determinability of service contiguous.We also can hardly think that standardizing operation and management service as tangible products.So,we must find an effective method for managing service.In theoretical study,customer satisfaction is the key point of Customer Relation Management(CRM),the studies about the conception,influencing factors and action mechanism are familiar.But,the influencing factors and action mechanism depended on the conditions of different people.Because the characteristics of service make customer play special roles in service,some scholars expanded the border of enterprise and regarded customers as ’part-time employee’of the enterprises. Consideration of the high level of customer participation,the methods of increasing customer satisfaction are different between service and tangible products.The theories about the formation and the influencing factors of satisfaction in tangible products must be verified renewedly when they’re used in service.To solve this problem, customer participation theory is introduced in service marketing.Based on customer participation theory,encircled the relationship of customer participation and customer satisfaction,the article carried out three studies by taking the medical service industry as example.First,deepen the research of customer participation,analyzed the dimensions of customer participation;Second,based on the theory theoretical analysis,the driving factors of customer participation and the demographic variables’ regulatory effect are studied from the point of perceived risk; Third,analyzed the customer participation’s influencing mechanism for satisfaction, and analyzed the influence pathes of how the dimensions of customer participation effected customer satisfaction through service quality,consumption mood,confidence and perceived control。 In order to test the study’s hypothesis,the empirical analysis was used in the article.The author interviewed experts and patients in community and hospital in the first ten days of Jul,2008.And,combined the interviews and related theories,scale for pre-investigation was made.In the middle ten days of Jul,2008,small scale survey was carried out aiming at testing the scale,100 questionnaires and generated 62 completed responses are surveyed.According to the empirical analysis to these data, formal questionnaire was made.Subsequently,on-site visitor interviews and random sampling surveys were conducted mainly in communities,hospitals and super markets for hospitalizing experience.At last,855surveys were disseminated,which resulted in 525 usable questionnaires for analysis,61.4%effective response rate.Data analysis software tools were SPSS15.0 and AMOS 7.0.Exploratory factor analysis, confirmatory factor analysis,Structural Equation Modeling(SEM),multiple linear regressions were employed for the data analysis.Based on the theoretical research and empirical analysis,following conclusions was drew:(1) Customer participation had three dimensions.To do an in-depth analysis of customer participation behavior,and then to identify the dimensions of Customer participation,is the theoretical premise of studying its relationship with other related variables.After the theoretical reasoning and the empirical analysis,the study found three dimensions of customer participation:responsible behavior,information searching and interpersonal interaction,under the context of medical services.The three dimensions of customer participation reflected different level of participation. Responsible behavior dimension which was customers’ obligations when customers acted as corporate "part-time employees",reflected the most basic and the lowest level of participation.The other two dimensions reflected the customer’s active participation.(2) Perceived risk had an obviously driving effect on customer participatiion.Compared to consuming entity products,customers perceived more risks when receive intangible services,because they lack service quality assessment standards.Customer participation was a kind of effective strategy for customer to avoid various kinds of risks,therefore,perceived risk was the important driving factor affecting the customers’ decision-making on service participation.The research results showed that:time risk,performance risk,psychological risks,financial risks affected customer participation significantly.Time risk was negative related to customer participation,however the other three kinds of risks were positive related to customer participation.(3) Demographic variables had moderating effects on the relationship between perceived risk and customer participation.Based on verifying the relationship between perceived risk and customer participation,this study was to further discuss the moderating effects of demographic variables such as gender,age, income.The final research results showed that:gender didn’t have a significant moderating effect on the relationship between perceived performance risk and customer participation,while it had significant moderating effects on the relationship between the other three kinds of perceived risks and customer participation.Age had significant moderating effects on the relationship between perceived time risk, perceived performance risk and customer participation,while it didn’t have significant moderating effects on the relationship between perceived psychological risks, perceived financial risks and customer participation.Income had a significant moderating effect on the relationship between perceived financial risk and customer participation,while it didn’t have significant moderating effects on the relationship between the other three kinds of perceived risks and customer participation.(4) Service quality had mediating effects on the relationship between customer participation and customer satisfaction.Just as Maddern,Maull et al. (2007) pointed out that service quality was a key driver of customer satisfaction.This study also found that information searching and interpersonal interaction of customer participation’s dimensions had significant impacts on patients’ perceived technical quality and function quality.We also found that both technical quality and function quality had significant impacts on customer satisfaction,but function quality had stronger effect than technical quality.It indicated that function quality had stronger effect on customer satisfaction in medical services industry;hence we could improve the satisfaction level of patients effectively through improving function quality.The final results showed that customer participation could have impact on customer satisfaction through service quality.(5) Customer participation will affect satisfaction through emotion.Different degree of customer participation will have much effect on customer’s emotion in the course of service.This result have been supported by empirical study,the dimensions of responsibility behavior,informational search and interpersonal interaction of customer participation have significant effect on acromegalic emotion,including positive and negative emotion.Mattila and Enz(2002) found that the evaluation of customer for service course have high relationship with prior and procedural emotion. The empirical study of this paper found similar results,positive emotion have significant positive effect on satisfaction,and positive emotion have significant media effect between acromegalic participation and acromegalic satisfaction.(6) Customer participation will affect satisfaction through information.If acromegalics have same basic medical knowledge,and the interaction of behavior and emotion between doctors and patients will degree on the medical service,then the sense of trust of acromegalics will be increased.Trust will contributed to enhance satisfaction customers,Swan,Bowers et al.(1999) pointed out satisfaction of consumers was one of results that consumers trust salesman.This paper proved the point further that trust has significant effect on satisfaction.The results of route analysis showed that customer participation will improve customer satisfaction by enhancing trust of customers.(7) Customer participation will affect satisfaction through perceived control. The empirical study of this paper showed that the two dimensions of informational search and interpersonal interaction of customer participation have significant positive effect on peceived control.Prior informational search and procedural service experience will improve peceived control.Customer participation and informational search will enhance satisfaction by increasing peceived control.In the course of interpersonal interaction,peceived control is the requisite factor for getting interaction satisfaction,this paper supports this result also,and these results showed peceived control have significant effect on satisfaction.This study had deepened the understanding of customer participation and gotten some theoretical progress.Firstly,from the perspectiveof perceived control,the literature of determinants of customer participation can be systematically summarized. So this paper has made an empirical study on how perceived control can influence customer participation.Secondly,the study introduced the consumption affection to the research of customer satisfaction.Finally,based on the literature research,this study has made and analysis of how customer effect customer through customer’ physical,psychological and emotional benefit.更多还原