旅行社一线员工顾客需求知识量表的设计与检验  

Scale Development and Validation of Frontline Employee＇s Customer Need Knowledge in Travel Agencies

作　　者：谢礼珊[1] 彭家敏[1] 

机构地区：[1]中山大学管理学院

出　　处：《中大管理研究》2012年第1期67-88,共22页China Management Studies

基　　金：国家自然科学基金“服务型企业一线员工顾客需求知识(CNK)研究”(71172166);广东省自然科学基金“服务型企业一线员工顾客需求知识(CNK)的跨层次研究”(S2011010001540)资助

摘　　要：一线员工顾客需求知识（customer need knowledge．CNK）的研究开始受到营销学者的重视，对CNK测量量表的研究目前还很少，影响学术界对CNK的前置和后置因素进行深入的实证研究。本文以旅行社一线员工为主要研究对象，采用访谈法、扎根理论编码分析、内容分析以及问卷调查等多种研究方法，编制基于服务互动过程的一线员工顾客需求知识（CNK）量表，并通过定量分析，在旅行社对这个量表进行反复检验。可靠性分析、探测性分析、确认性与二阶因子分析、多元回归分析结果表明，作者编制的由3个维度共计18个计量项目组成的一线员工顾客需求知识（cNK）量表具有较好的可靠性、会聚有效性、鉴别有效性和预测有效性，可用于计量旅行社业的一线员工顾客需求知识（CNK）水平。论文对研究结果进行了讨论，并对学术界今后的研究方向提出了一些看法．Researches on frontline employee＇s Customer Need Knowledge （CNK） begin to receive more attention in marketing, Little research has been conducted to study on dimensionality and measurement scale of CNK, which is not conducive to empirical studies on the antecedents and outcomes of this construct. Based on service interactions between employees and customers in travel agencies, the authors have applied in-depth interviews, focus group study, grounded coding theory, content analysis and questionnaire surveys to investigate the conceptual definition and dimensions of CNK, develop a new 18-item scale of CNK, and validated the 3-dimension measurement scale in two interrelated studies. The results of reliability analysis, exploratory and confirmatory factor analysis, second order factor analysis, and multivariate regression indicate that the instrument has good performance on internal consistency, convergent, discriminant, and predictive validity, and the scale can be used to measure frontline employee＇s Customer Need Knowledge in travel agencies. Implication of the findings, contributions and limitations, and direction for future research are also discussed.

关 键 词：一线员工顾客需求知识(CNK) 测量量表 服务互动质量 顾客满意感 

分 类 号：F592.6[经济管理—旅游管理] F272.92[经济管理—产业经济] F224