顾客参与、关系质量对服务绩效的影响研究——以英语培训行业为例,市场营销毕业论文.docx
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《顾客参与、关系质量对服务绩效的影响研究——以英语培训行业为例,市场营销毕业论文.docx》由会员分享,可在线阅读,更多相关《顾客参与、关系质量对服务绩效的影响研究——以英语培训行业为例,市场营销毕业论文.docx(10页珍藏版)》请在淘文阁 - 分享文档赚钱的网站上搜索。
1、顾客参与、关系质量对服务绩效的影响研究以英语培训行业为例,市场营销毕业论文摘 要随着中国市场越来越国际化的发展,人们对英语教育的需求也在不断提高,这浓烈厚重的气氛为英语培训行业提供了广阔的市场。要了解和推进顾客的介入情况、改善英语培训机构与顾客之间的关系质量,已经成为了各家英语培训机构提高服务绩效、加强竞争实力的关键。因而本文意在讨论在英语培训行业里,顾客介入、关系质量与服务绩效之间的影响关系。本文将顾客介入划分为付出努力、工作认知、信息搜索和人际互动四个维度,将关系质量划分为顾客满意和顾客信任两个维度,将服务绩效划分为顾客抱怨、感悟价值和顾客忠实三个维度,将行业限定为英语培训,构建了顾客介入
2、、关系质量与服务绩效三者之间的关系模型,并构建构造方程对研究假设进行检验。结果显示,顾客介入的两个维度信息搜索和人际互动对关系质量的两个维度顾客满意和顾客信任都产生了显着的正向影响,顾客信任对服务绩效各个维度都产生了显着的正向影响,顾客介入则主要通过顾客信任间接地影响了服务绩效。本文最后,根据分析的数据结果为英语培训机构提出建议与对策。本文关键词语 : 英语培训,顾客介入,关系质量,服务绩效。AbstractAs Chinese market develops globally, people pay more attention to English education. Thestrong
3、 atmosphere of learning English provides a wide market for English training industry,which expands continually to satisfy the need of English education. To get the acquaintance ofcustomer participation and improvement of relation quality between the training agency andcustomers has become the key to
4、 improve service performance and competitive strength. In thatcase, the relationship among customers participation, relation quality and service performance inEnglish education industry is important.This thesis is based on previous studies, and divides customers participation into fourdimensions: jo
5、b recognition, information seeking, hard effort and personal interaction; relationquality can be divided into two dimensions: satisfaction and trust; service performance can bedivided into three dimensions: customers complain, perceived value and customer loyalty ; thusestablishing a relation model
6、among customer participation, relation quality and serviceperformance, within the limit of English training industry. Then this thesis tests hypotheses byusing structural equation model. The result indicates that those two dimensions of customerparticipation has brought significantly positive effect
7、s on two dimensions of relation quality.Moreover, the trust has made remarkable positive impact on each dimension of serviceperformance. Actually, customer participation indirectly affects service performance throughcustomer trust. At last, this thesis offers the training agency some suggestions and
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