顾客参与量表的构建和研究被引量：55

Construction and Research of Customer Participation Scale

导出

摘要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。 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 interaction and advice providing. Finally,this paper illuminates the marketing applications of the scale,and points out limitations and potential research directions.

作者彭艳君

机构地区北京工商大学商学院

出处《管理评论》 CSSCI 北大核心 2010年第3期78-85,共8页 Management Review

关键词顾客参与量表信度效度 customer participation scale reliability validity

分类号 F274 [经济管理—企业管理]

作者简介彭艳君，北京工商大学商学院副教授，博士。

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参考文献21

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