顾客视角下的服务氛围对服务品牌体验的影响研究  

A Study on the Impact of Service Climate Based on Customer Perspective on Service Brand Experience

作　　者：张计划[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《暨南学报（哲学社会科学版）》2016年第4期33-41,129-130,共9页Jinan Journal(Philosophy and Social Sciences)

基　　金：广东省自然科学重点项目<广东服务业品牌国际化发展战略研究>(批准号:2014A030311022);暨南大学企业发展研究所创新培育项目<品牌消费中同化还是异化:群体归属标榜与自我独特性塑造的选择机理>(批准号:2013CP007)

摘　　要：探究顾客视角下的服务氛围对服务品牌体验的影响,并考察顾客参与的调节作用。研究结果表明:(1)顾客视角下的服务氛围对服务品牌体验有显著影响;(2)顾客参与水平具有明显的调节作用,即与低水平的顾客参与相比,高水平的顾客参与会增强服务氛围对服务品牌体验的影响作用。但是,在员工的服务质量对服务品牌体验的影响关系中,顾客参与的调节作用不显著。Exploring the impact of service climate based on customer perspective on service brand experience,and investigating the moderation effect of customer participation. The results show that( 1) the impact of service climate based on customer perspective on service brand experience is significant;( 2) the moderation effect of customer participation level is also signigicant. The high level of customer participation will increase the impact of service climate on service brand experience,compared with the low level of customer participation. However,the moderation effect of the customer participation is not significant,when the service quality of employees influence the service brand experience.

关 键 词：顾客视角 服务氛围 服务品牌体验 顾客参与 

分 类 号：F713.55[经济管理—市场营销]