服务环境感知与顾客公民行为倾向关系的实证研究

为探索服务环境感知对顾客公民行为倾向的影响关系,以环境心理学为理论基础,选取饭店为研究背景,构建服务环境感知、消费情感、服务质量感知和顾客公民行为倾向之间的概念模型.利用结构方程进行模型和研究假设检验,研究发现:①服务环境通过顾客消费情感对顾客公民行为倾向产生影响;②顾客积极情感对顾客公民行为倾向的影响强于顾客消极情感对顾客公民行为倾向的影响;③饭店档次在服务环境对消费情感的影响中起调节作用.该研究为企业调整服务环境因素,促进顾客公民行为产生提供理论依据.

Empirical Research on the Relationship Between Perceived Servicescape and Customer Citizenship Behavioral Intention

In order to study the relationship between perceived servicescape and customer citizenship behavioral intention,the concept model among perceived serviceescape,customer emotion,perceived service quality and customer citizenship behavior in a restaurant was theoretically established based on the environmental psychology.The proposed concept model and hypotheses were tested by the structural equation,which made the following three conclusions.The first,the perceived servicescape will influence the customer citizenship behavioral intention through customer emotions.The second,customer positive emotion has a stronger influence on customer citizenship behavioral intention than that of the customer negative emotion.And the third,restaurant level has moderate effect between perceived servicescape and customer emotion.This study provids the theory basis for enterprises adjusting the servicescape to prompt the produce of customer citizenship behavior.