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享乐型服务的场景要素与顾客行为意向的关系研究
  • 摘要

    以享乐型服务消费的典型业态--休闲餐厅为研究背景,从情绪和认知两个视角对服务场景与顾客的情绪反应、感知服务质量、感知服务价值和行为意向的关系进行研究.在文献回顾的基础上,建立反映各概念关系的理论模型;利用自行开发的问卷,采用调查法收集数据,应用结构方程模型进行数据分析.研究结果表明,服务场景对调动顾客的积极情绪、提高顾客的感知服务质量和感知服务价值有显著影响,积极情绪、感知服务质量和感知服务价值均会影响顾客餐后的行为意向,感知服务价值对行为意向的影响最为显著,并且在情绪反应与行为意向、感知服务质量与行为意向的关系中起中介作用.研究结果的管理含义在于,享乐型服务的管理者应充分利用服务场景改善顾客的感知质量、感知价值和重购意愿,以获得持续的竞争优势.

  • 作者

    赵晓煜  曹忠鹏  ZHAO Xiao-yu  CAO Zhong-peng 

  • 作者单位

    东北大学,工商管理学院,沈阳,110004

  • 刊期

    2010年4期 ISTIC PKU CSSCI

  • 关键词

    服务场景  情绪反应  感知服务质量  感知服务价值  行为意向 

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