顾客感知的服务员工权力对顾客参与的影响  

Effects of Customers' Perception of Service Personnel Power on Customer Participation

作　　者：张广玲[1] 余娜[2] 

机构地区：[1]武汉大学经济与管理学院市场营销系 [2]武汉大学经济与管理学院

出　　处：《经济管理》2006年第20期49-54,共6页Business and Management Journal ( BMJ )

摘　　要：顾客参与影响服务企业生产效率的提高,是企业竞争优势的重要来源。本文以信任作为调节变量,探讨顾客感知的服务员工权力如何影响顾客参与行为。研究结果表明,顾客感知的服务员工的专长权、惩罚权和奖赏权对顾客参与行为都有一定的影响,但影响程度却不相同。信任对感知权力与顾客参与之间的关系起调节作用。Customer participation can improve the organizational productivity, and it is the main source of competitive advantages. The article attempts to explore the effects of customers＇ perception of service personnel power on customer participation in a consumer personal service setting. Trust is considered as a moderator variable. The results obtained indicate that customers＇ perception of service personnel expert power, coercive power and reward power influence customer participation, but their effects are different. Trust moderates the relationship between customers＇ perception of personnel workers＇ power and customer participation.

关 键 词：服务员工的权力 顾客参与 影响 

分 类 号：F713.5[经济管理—市场营销]