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服务的传递依赖于企业与顾客的交互,服务企业希望能与顾客有效互动来提高顾客的重购意向,最终形成并维持企业的竞争优势。本文选取天津市、郑州市符合要求的369份有效顾客样本进行问卷调查,采用SPSS和AMOS对数据进行了实证分析。通过对服务企业与顾客的交互界面的研究,发现服务企业的人际交互界面与物态交互界面会对顾客的服务体验产生不同程度的正面影响,顾客的功能性体验、情感性体验、社会性体验又会影响顾客对服务的重购意向,在体验型服务中对重购意向的影响较强,而在信任型服务中影响较弱。
The delivery of services depends on the interaction between enterprises and customers. The service enterprises hope to effectively interact with customers to improve the repurchase intention of customers, and finally form and maintain the competitive advantage of the enterprises. In this paper, 369 valid customer samples that meet the requirements of Tianjin and Zhengzhou are selected for questionnaire survey, and the data are analyzed by SPSS and AMOS. Through the research on the interaction interface between service enterprises and customers, it is found that the interpersonal interaction interface and the interaction interface of service enterprises have varying degrees of positive impact on the customer service experience. The functional experience, emotional experience, social experience Which in turn affect the customer’s intention to repurchase the service. In the experience-based service, the impact on the repurchase intention is stronger, while the impact on the trust-based service is weaker.