服务质量对顾客忠诚的影响机制研究——顾客消费情感的中介作用  

Service Quality,Satisfaction and Customer Loyalty:The Mediating Effects of Consumption Emotions

作　　者：粟路军[1] 黄福才[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《大连理工大学学报（社会科学版）》2011年第1期7-13,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：教育部人文社会科学研究一般项目(09YJA790069)

摘　　要：文章通过对乡村旅游消费者问卷调查研究发现,消费情感在服务质量对顾客忠诚的影响中起部分中介作用,服务质量通过消费情感对顾客忠诚主要有四条影响路径:一是服务质量—正面情感—口碑宣传;二是服务质量—负面情感—寻找替代物;三是服务质量—正面情感—负面情感—寻找替代物;四是服务质量—正面情感—顾客满意—顾客忠诚。同时发现,正面消费情感对负面消费情感存在直接负向影响,对顾客满意、口碑宣传存在直接正向影响;负面消费情感对寻找替代物有直接正向影响;顾客满意是顾客忠诚的最重要前因变量,对重游倾向、口碑宣传、寻找替代物均具有直接影响,顾客忠诚的重游倾向与口碑宣传两变量之间存在递进关系。The purpose of this research is to empirically investigate the determinants of customer loyalty based on the mediating effects of consumption emotions.Using data from a questionnaire survey of Changsha rural visitors and structural equation model,this study shows that there exist three sources of customer loyalty in tourism services: service quality,consumption emotions and customer satisfaction.Consumption emotions have partly mediating effects in service quality on consumer loyalty.Results also suggest that service quality affects satisfaction directly.Additionally,satisfaction has a significant positive impact on intention and word-of-mouth,but a negative impact on search for alternatives.Managerial implications,limitations and future research directions are also suggested.

关 键 词：服务质量 顾客消费情感 顾客满意 顾客忠诚 中介作用 

分 类 号：C55[社会学]