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自从Bitner提出服务场景(servicescape)概念之后,国内外诸多学者对服务场景构成要素及服务场景顾客感知和顾客满意影响进行了研究。随着服务场景研究的不断深入,学者们在Bitner界定的服务场景的物理要素的基础上,相继提出了社会要素和社会象征要素,丰富了服务场景的内涵。但是,大部分研究偏重于采用观察法或照片引导访谈法对服务场景中的要素进行定性研究,缺乏对之进行定量的实证研究。本论文基于这一点,提出了扩张的服务场景框架,并对这一框架进行了实证分析。分析表明,扩张的服务场景框架中提出的物理维度(舒适性、便利性)、社会维度(礼仪性、外形性、专门性)、象征维度(思乡性、文化性)都是对消费者满足有着积极影响的。而且服务场景中的各个维度通过满足对企业与消费者的信赖、投入产生影响,进而影响消费者的再购买意图。这些结论为各个服务企业更好地维持与消费者的关系提供了新的发展思路,对服务企业的长期发展也是具有指导意义的。
Since Bitner proposed the concept of servicescape, many scholars at home and abroad have studied the components of service scenarios and the customer perception and customer satisfaction impact of service scenarios. With the deepening of research on service scenarios, scholars have put forward social elements and social symbol elements on the basis of the physical elements of the service scene defined by Bitner, enriching the connotation of service scenarios. However, most of the researches emphasize the qualitative research on the elements of the service scene by observing or photographing the interview method, and lack of quantitative empirical research. Based on this point, this dissertation proposes an extended service scenario framework and empirically analyzes this framework. The analysis shows that the physical dimension (comfort and convenience), social dimension (ceremonial, appearance and specialty) and the symbolic dimension (homesickness and culture) proposed in the framework of the extended service scenario all have the effect on consumer satisfaction Positive impact. Moreover, all the dimensions in the service scenario affect the re-purchase intention of consumers by meeting the trust in enterprises and consumers. These conclusions provide new ideas of development for each service enterprise to better maintain the relationship with consumers and also have guiding significance to the long-term development of service enterprises.