顾客感知的服务公平性与顾客公民行为关系研究——基于网络服务环境的实证调研  

Relationship between Service Justice and Customer Citizenship Behavior——An Empirical Study in Online Service Setting

作　　者：谢礼珊[1] 申文果[1] 梁晓丹[1] 

机构地区：[1]中山大学管理学院,广州510275

出　　处：《管理评论》2008年第6期17-24,共8页Management Review

基　　金：国家自然科学基金资助项目(70572055);广东省自然科学基金资助项目(05300536)

摘　　要：作者以国内旅游网站的网民为调研对象,探讨顾客感知的服务公平性、顾客信任感、顾客满意感和顾客公民行为之间的关系。数据分析结果表明:在网络服务环境下,顾客感知的服务的公平性包括结果公平性、程序公平性、交往公平性和信息公平性四个组成成分;顾客公民行为包括推荐、助人和反馈三个组成成分,支持格劳斯等人的观点;顾客公民行为主要受信息公平性、顾客满意感的影响。According to social exchange theory, this thesis aims to study the relationship among Service Justice, Customer Trust, Customer Satisfaction and Customer Citizenship Behavior in online service. A questionnaire was processed based on the literature review. According to the Structural Equation Modeling analysis, the study shows that: (1) service Justice in online service contains Distributive Justice, Procedural Justice, Interpersonal Justice and Informational Justice. They are four different concepts; (2) Customer Citizenship Behavior in online service contains three dimensions: Recommendation, Help and Feedback, which support Groth's viewpoint; (3) the effects of Service Justice, Customer Trust and Customer Satisfaction on Customer Citizenship Behavior is found.

关 键 词：服务公平性 顾客满意感 顾客信任感 顾客公民行为 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]