感知服务质量与用户忠诚——基于关系型虚拟社区的研究  

Service Quality and Customer Loyalty Perception——Based on the Relationship Virtual Community

作　　者：易法敏[1] 卢翠琴[1] 

机构地区：[1]华南农业大学经济管理学院,广东广州510642

出　　处：《中国科技论坛》2013年第6期115-121,共7页Forum on Science and Technology in China

基　　金：国家社科基金项目(10BTQ016);教育部人文社会科学研究项目(08JA630026)

摘　　要：本文通过分析关系型虚拟社区用户感知服务质量评价影响因素,以调查问卷的方式研究关系型虚拟社区用户感知服务质量和用户忠诚,并提出促进用户忠诚的三条路径:提高客户服务管理→用户满意→用户忠诚;提供额外的服务及功能→感知价值→用户满意→用户忠诚;关注网页的设计及内容→感知服务质量→用户满意→用户忠诚。其中,用户满意是培养用户忠诚的关键,提高客户服务管理是最直接、最快速培养用户忠诚的方法。隐私保护和限制会影响用户"被关注"感,从而降低用户感知服务质量的程度。This paper analyses the influncing factors of service quality perception evaluation in relationship virtual communities. It also investigates the community customers＇, service quality perception and loyalty. It proposes three paths to promote customers＇ loyalty. Firstly, customer service management improvement→ customer satisfaction→ customer loyalty. Secondly, extra function and services provision→value perception→ customer satisfaction→ customer loyalty. Thirdly, more attention to webpage design and content →service quality pereeption→customer satisfaction → customer loyalty. Therefore, ＇ Customer Satisfaction＇ is positively related to loy- alty, and ＇ Customer Service Management＇ is the most direct and efficient path to promote customer loyalty. Privacy and restrictions will affect the users＇ service quality perception.

关 键 词：虚拟社区 感知服务质量 用户忠诚 用户满意 感知价值 

分 类 号：F207[经济管理—国民经济]