顾客参与量表的构建和研究

顾客参与是服务区别于产品的关键所在,随着对顾客参与研究的深入,从定性研究向定量研究的转化,客观上要求顾客参与量表的产生。本文以美发业为研究对象,通过实证研究,构建了一个适合中国消费者的顾客参与量表,得到了事前准备、信息交流、合作行为和人际互动四个维度。并阐述了该结果在营销上的应用,最后指出了研究局限性与未来研究方向。

Construction and Research of Customer Participation Scale

Customer participation is the key characteristic distinguishing a service from a product. The deepening researches into customer participation and the transformation from qualitative researches to quantitative researches give a role to the customer participation scale. This paper focuses on hair-cutting industry,constructs a customer participation scale for Chinese consumers through empirical researches. Five factors are provided,which are preparation,information sharing,cooperative behavior,personal intera...