信任式服务的顾客忠诚形成机制及实践启示  

The Formation Mechanism and Practical Enlightenment of Credence Service Customer Loyalty

作　　者：谢春昌[1] XIE Chun-chang(School of Business Planning,Chongqing Technology and Business University,Chongqing 400067,China)

机构地区：[1]重庆工商大学商务策划学院,重庆400067

出　　处：《西部论坛》2020年第2期84-94,共11页West Forum

摘　　要：信任式服务因其专业性和(或)“纯服务”等鲜明特征而使之显著区别于其他类型的服务,其顾客忠诚形成机制也因此具有独特性。针对医疗服务的实证分析表明:在信任式服务中,顾客信任在顾客忠诚形成机制体中起着关键性的作用,形成“服务质量→顾客信任→感知价值→顾客满意→顾客忠诚”的逻辑链;服务互动质量和结果质量通过顾客信任对顾客感知价值和顾客满意产生影响,进而影响顾客忠诚,但服务环境质量对顾客信任和顾客忠诚没有显著影响。因此,对顾客形成机制的研究需要区分产品和服务的类型以及服务质量的类型。提供信任式服务的组织应该重视并加强对服务人员与顾客互动能力的培养,提升服务人员与顾客的服务互动质量,并切实保障和提高服务结果质量,从而增强顾客信任,提升顾客忠诚。Credence service is distinct from other types of services because of its professional and/or pure nature.Its formation mechanism of customer loyalty is also unique.The empirical analysis based on medical service shows that in trust service,customer trust plays a key role in the formation mechanism of credence service loyalty and forms the logic chain from service quality,to customer trust,to perceived value,to customer satisfaction and then to customer loyalty.The interaction quality and outcome quality of service can affect perceived value and customer satisfaction through trust,and ultimately affect customer loyalty.However,service environment quality has no significant effect on the formation mechanism of credence service loyalty.Therefore,the research on customer formation mechanism needs to distinguish the type of products and service,the organizations providing trust service should emphasize and strengthen the cultivation of the interactive capacity of service personnel and customers,promote the interactive quality of service between service persons and customers and really ensure and boost service outcome quality in order to uphold customer trust and customer loyalty.

关 键 词：信任式服务 顾客忠诚 顾客信任 顾客满意 感知价值 服务质量 服务忠诚 

分 类 号：F274[经济管理—企业管理]