服务公平对顾客自发行为影响的实证研究Word文档下载推荐.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