国外顾客参与研究述评

顾客参与是服务营销领域的重要课题。近三十年来,西方营销学者对顾客参与进行了深入的研究,包括顾客参与的基本理论,顾客参与的动机,影响顾客参与的因素,顾客参与对服务的影响。研究表明,顾客参与是一个多维度的变量,顾客参与和感知服务质量成正相关,和顾客满意之间的关系不确定。

Research Literature on Customer Participation Abroad

Customer participation is an important issue in the field of service marketing.During the past thirty years,foreign marketing scholars have made in-depth studies on the basic theory of customer participation,the motivation of customer participation,the factors influencing customer participation,and the impact of customer participation on service.Their studies have shown that customer participation,as a multi-dimensional variable,is positively related to perceived service quality,but there is an uncertain re...