顾客服务己化量表开发与验证

在相关文献回顾的基础上,进一步凝练顾客服务己化的概念内涵,并综合运用焦点小组访谈、开放式问卷调查、扎根理论的编码技术等方法,编制了顾客服务己化的初始测量题项。经过预调研和正式调研,结合信度分析及因子分析等统计方法,形成了包含8个问项的顾客服务己化概念测量量表。以顾客契合和顾客情绪作为校标,基于契合原理构建了“顾客服务己化-顾客情绪-顾客契合”概念模型,进一步验证所开发量表的效用,探讨顾客服务己化对顾客契合的效应机制。研究表明,顾客服务己化正向影响顾客契合,顾客情绪在其中起中介作用。

Scale Development and Validation of Customer Service Appropriation

Based on the literature review,the concept connotation of customer service appropriation is defined.The initial items of customer service appropriation are developed through focus group interview,open questionnaire survey and coding technology of grounded theory.An 8 items scale is developed through pre-investigation and formal investigation by applying reliability analysis,factor analysis,and other statistical methods.Then selecting customer engagement and customer emotion as criterion variable,a conceptual model“customer service appropriation-customer emotion-customer engagement”is built based on the theory of engagement to test the effects of the scale and explore the impact of customer service appropriation on customer engagement.The results indicate that customer service appropriation positively effects customer engagement,and customer emotion plays a mediate effect in this relationship.