服务公平对顾客自发行为影响的实证研究.doc

服务公平对顾客自发行为影响的实证研究.doc

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服务公平感对顾客自发行为影响的研究

詹志方

TheresearchabouttheinfluenceofservicefairnessontheCustomerVoluntaryPerformance

摘要本文就服务公平感对顾客自发行为的影响做了探索。

在研究中，我们对服务公平感采取了四因素结构，服务公平感包括结果公平、分配公平、人际公平和信息公平四个维度。

研究显示，服务公平感四个维度通过关系品质对顾客自发行为有显著的间接影响，除此之外，服务公平感的某些维度对顾客自发行为还有显著的直接影响。

关键词服务公平感关系品质顾客自发行为

Abstract:

Peopledonotworryaboutpovertybutunfairness;whileonthecontrary,people’sbehaviorisgreatlyinfluencedbyfairnesswhichisfocusedonfromtheancient.Nowadays,withthesocialprogressandtheimprovementofpeople’sneed，people’sconcerntofairnessisevenmorestrengthened.Theresearchinthebusinessenterprisepaysattentiontopeople’ssubjectivefeelingtowardsfairness,namelypeople’sjudgment，consciousnessandfeelingofwhetherthingorbehaviorisfairaccordingtopeople’sviews,standpointsandoutlooks.Infact,itistheproblemofthefairconsciousnessorfairfeeling.Inmostempiricalresearches,Fairnessisakindofsocialmentalstateconstruct,namelyifthemostpeoplethinksthatakindofbehaviorisfair,sothiskindofbehaviorisfair（CropanzanoandGreenberg，1997）.

Inordertoexplorethestructureofservicefairness,thispaperfirstgetstheitemoffairnessbyliteraturereview,openingquestionnaireandinterviewsetc.Thenwerefineandconfirmtheitemwiththreequestionnaires.FirstlyweinvestigateMPAstudenttorefinetheitemandgetthescaleofservicefairness.Secondwetakeonpre-measuretoanalyzethereliabilityandvalidityoffairnessscale,andfurtherrefinetheitemagain.Thirdly,basedonfirstandsecondstep,webegantoinvestigateformally.Inthisstepweaddthescaleofrelationshipqualityandcustomervoluntaryperformanceinthequestionnaire.Afterobtainingtheactualdata,weanalyzethereliabilityoftheformalquestionnaire.Thenweanalyzetheresultthatallkindsofstructures（one-factorstructure、two-factorstructure、three-factorstructureandfour-factorstructure）fittothedata.Wefindfour-factorstructureasaresulfittothedatabest.Atlast,weusethevariablesofrelationshipqualityandcustomervoluntaryperformance（CVP）toconfirmthepredictivevalidityoffairnessscale.Theanalysisonstructuresquaremodelshowsthatthefour-factorstructurehasthegoodpredictivevalidity.

FirstlyweexploretheservicefairnessconstructofChineseconsumer,andgetalocalscaleofservicefairness.

Fromreviewoftheliterature,althoughorganizedresearchputforwardwithfourdimensionsoffairness:

distributivejustice、proceduraljustice、interpersonaljusticeandinformationaljustice.ButmostresearchisbasedonClemmer’sstudythatcustomerwouldjudgefairnessfromthreeaspectsofresult,procedureandhumanrelations,asaresult，servicefairnessisthree-factorstructure.WethinkundertheconditionofthenetworkinformationandthebackgroundofChineseconsumer,withtheimportanceofinformation,theinvisiblecharacterofserveandtheinfluenceofChineseculture,theservicefairnessofChineseconsumerbemorelikelytobefourfactor-structure.Basedonreviewofrelatedresearch,wecombinethefairnessresearchwithChineseconsumercharacteristics,andputforwardwiththehypothesesthattheservicefairnessofChineseconsumerisfour-factorstructure.Afterquestionnaires,weexploreandconfirmthefour-factorstructureofservicefairness.Ourresearchdevelopsthetheoriesofservicefairnesstosomeextent,alsocontributestoresearchfurthertheuseofservicefairnessinrelationshipmarketing.

Secondly,weexploretheinfluenceofservicefairnessonCVP.Althoughtherewereresearchstoinvestigatetheinfluenceofservicefairnessontherelationbetweenbusinessandcustomerbefore（Clemmer,1988;TheClemmerandSchneider,1993）,furthermorescholarspointedouttheimportanceofservicefairnesstomaintaincustomer（Bowen,1997）.Bettencourt（1997）alsoexploreafewpriorconditionoftheCVP.ThereisnospecialliteraturetostudytheinfluenceofservicefairnessonCVP.Basedonreviewofliterature,weintegratetherelationamongservicefairness,relationshipqualityandCVP,andbuildasystematicalmodelwhichshowstheinfluenceofservicefairnessonCVP.WeexplorethepathonwhichfairnessaffectstheCVP.（Inregardtoalreadyliterature）

Atlast,wesystematicallyexploretheinfluenceofservicefairnessonrelationshipquality.Althoughtherewereresearchestoexploretheinfluenceofservicefairnessontherelationshipqualitybefore（HanXiaoyunandWangChunxiao2003;ClemmerandSchneider,1993）,nospecialliteraturestudytherelationbetweenthefourdimensionsofservicefairnessandthethreedimensionsofrelationshipquality.Weusestructureequationmodeltoanalyzetherelation,andgetsomemeaningfulconclusion.

Inconclusion,thispapermakesthefirststeptoexploretheservicefairnessconstructofChineseconsu