摘要
在顾客忠诚前置因素的研究中，很少有学者关注到由服务接触产生的体验价值对顾客忠诚的影响机理。本文以百货店消费者为研究对象，运用结构方程模型验证了服务接触中的体验价值对顾客忠诚的影响。研究结果表明：服务接触对体验价值具有显著影响，效率价值、服务优越性价值、美感价值同时对顾客消费情感与顾客满意都具有显著的直接影响，进而间接影响顾客忠诚；而趣味性价值对顾客满意的影响不显著，只是通过消费情感间接影响顾客满意和顾客忠诚。
In the research field of the prepositive variables of customer loyalty,the influence mechanism of consumption experience value in service encounter on customer loyalty has received little attention. This study proposes an integrating theoretical framework for testing the relationships among service encounter, consumption experience value, consumption emotion, consumer satisfaction and customer loyalty. Empirical analysis reveals that the influences of service encounters on consumption experience value are significantly positive. Perceived efficiency value, perceived service excellence value and perceived aesthetic value have positive direct effect on consumption emotion and customer satisfaction simultaneously,and influence customer loyalty indirectly. Perceived playfulness value doesn＇t have a direct effect on customer satisfaction, but has an indirect effect on customer satisfaction and customer loyalty through consumption emotion.
出处
《营销科学学报（辑刊）》
2009年第4期76-89,共14页
Journal of Marketing Science
基金
真诚感谢匿名评审专家对本文的改进和完善所提供的建设性意见.同时,本文受国家社会科学基金项目（08BJY118）、教育部新世纪优秀人才支持计划（NCET-08-0862）、辽宁省高等学校优秀人才支持计划项目（2008RC17）、辽宁省教育厅高等学校创新团队项目计划（2008T060）资助.特此致谢!
关键词
服务接触
体验价值
消费情感
顾客满意
顾客忠诚
Service Encounter, Experience Value, Consumption Emotion, Customer Satisfaction, Customer Loyalty
