虚拟社区质量、关系质量与顾客契合行为研究
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摘要
顾客契合行为是顾客-企业互动中的非交易行为,以社会交换理论为理论基础,运用实证研究方法探讨旅游虚拟社区中社区质量对顾客契合行为的影响,同时探讨顾客-社区关系质量对这一影响的中介作用。通过向旅游虚拟社区成员回收396份有效问卷,运用SPSS 18. 0和LISREL 8. 72统计软件对结构方程模型进行检验。研究表明,"社区质量"包含信息质量、系统质量、服务质量和互动质量4个维度,信息质量、服务质量和互动质量都对顾客-社区关系质量有显著的正向影响,系统质量则直接影响社区导向的顾客契合行为;顾客-社区关系质量对社区导向和顾客导向的顾客契合行为都有显著的正向影响,且社区导向的顾客契合行为直接影响顾客导向的顾客契合行为。研究认为,企业管理者要有效管理虚拟社区并促进顾客契合行为,应保证信息质量的时效性、可靠性和个性化,提高服务质量的全面性和专业性;应建立平台或创造契机激励社区与成员提高互动质量,着力为用户提供符合预计甚至超出预期的使用体验,确保用户信息安全,打造良好的社区形象和口碑,来提高顾客与社区的关系质量。
Customer engagement behavior is the non-transactional behavior in the interaction between customers and companies. Based on the Social Exchange Theory,this paper exploresthe impact of community quality in the virtual tourism community on the customer engagement behavior using the empirical research methods,and discusses the mediating effect of the quality of customer community relationship on such impact. Based on the 316 valid questionnaires recovered from members of the virtual tourism communities,this paper examines the structural equation model with the statistical software SPSS18. 0 and LISREL 8. 72. The study holds that community quality entails four dimensions,namely information quality,system quality,service quality and interaction quality. Information quality,service quality and interaction quality all have significant positive influence on the quality ofthe relationship between customer and community,while system quality directly impacts the community-oriented customer engagement behaviors. The quality of the relationship between customer and community has significant positive impact on customer engagement behaviors both oriented towards the community and customers,and the community-oriented behaviors directly affect the latter. The study shows that corporate management should effectively manage the virtual communities and encourage customer engagement behaviors,ensure the timeliness,reliability and personalization of the information quality,and enhance the comprehensiveness and specialization of the service quality; establish platforms or create opportunities to stimulate communities and their members to improve their interaction quality,focus on offering user experience that complies with or even exceeds expectations,ensure user information security,and build a good community image and reputation in order to improve the quality of the relationship between customer and community.
Customer engagement behavior is the non-transactional behavior in the interaction between customers and companies. Based on the Social Exchange Theory,this paper exploresthe impact of community quality in the virtual tourism community on the customer engagement behavior using the empirical research methods,and discusses the mediating effect of the quality of customer community relationship on such impact. Based on the 316 valid questionnaires recovered from members of the virtual tourism communities,this paper examines the structural equation model with the statistical software SPSS18. 0 and LISREL 8. 72. The study holds that community quality entails four dimensions,namely information quality,system quality,service quality and interaction quality. Information quality,service quality and interaction quality all have significant positive influence on the quality ofthe relationship between customer and community,while system quality directly impacts the community-oriented customer engagement behaviors. The quality of the relationship between customer and community has significant positive impact on customer engagement behaviors both oriented towards the community and customers,and the community-oriented behaviors directly affect the latter. The study shows that corporate management should effectively manage the virtual communities and encourage customer engagement behaviors,ensure the timeliness,reliability and personalization of the information quality,and enhance the comprehensiveness and specialization of the service quality; establish platforms or create opportunities to stimulate communities and their members to improve their interaction quality,focus on offering user experience that complies with or even exceeds expectations,ensure user information security,and build a good community image and reputation in order to improve the quality of the relationship between customer and community.
引文
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[2] Preece J. Online communities-designing usability,supporting sociability[J]. Computers and Education,2001,36(4):366-367.
[3] Wang Y,Yu Q,Fesenmaier D R. Defining the virtual tourist community:implications for tourism marketing[J]. Tourism Management,2002,23(4):407-417.
[4] Baglieri D,Consoli R. Collaborative innovation in tourism:managing virtual communities[J]. TQM Journal,2009,21(4):353-364.
[5] Elliot S,Li G X,Choi C. Understanding service quality in a virtual travel community environment[J]. Journal of Business Research,2013,66(8):1153-1160.
[6] Kahn W A. Psychological conditions of personal engagement and disengagement at work[J]. Academy of Management Journal,1990,33(4):692-724.
[7] Vargo S L,Lusch R F. Service-dominant logic:continuing the evolution[J]. Journal of the Academy of Marketing Science,2008,36(1):1-10.
[8] Patterson P,Yu T. Understanding customer engagement in services[C]//Advancing Theory,Maintaining Relevance. Brisbane:Proceedings of ANZMAC Conference,2006:4-6.
[9] Vivek S D. A scale of consumer engagement[D]. Tuscaloosa:The University of Alabama Tuscaloosa,2009.
[10] Van D J,Lemon K N,Mittal V,et al. Customer engagement behavior:theoretical foundations and research directions[J]. Social Science Electronic Publishing,2010,13(3):253-266.
[11] Bijmolt T H A,Leeflang P S H,Block F,et al. Analytics for customer engagement[J]. Journal of Service Research,2010,13(3):341-356.
[12] Verleye K,Gemmel P,Rangarajan D. Managing engagement behaviors in a network of customers and stakeholders:evidence from the nursing home sector[J]. Journal of Service Research,2014,17(1):68-84.
[13] Kumar V,Aksoy L,Donkers B,et al. Undervalued or overvalued customers:capturing total customer engagement value[J]. Journal of Service Research,2010,13(3):297-310.
[14] Brodie R J,Hollebeek L D,Juric B,et al. Customer engagement:conceptual domain,fundamental propositions,and implications for research[J]. Journal of Service Research,2011,14(3):252-271.
[15] Hollebeek L D. Demystifying customer brand engagement:exploring the loyalty nexus[J]. Journal of Marketing Management,2011,27(7/8):785-807.
[16]韩小芸,余策政.顾客契合:个人心理影响因素及对顾客忠诚感的影响[J].营销科学学报,2013,9(2):99-110.
[17] Vivek S D,Beatty S E,Dalela V,et al. A generalized multidimensional scale for measuring customer engagement[J]. Journal of Marketing Theory and Practice,2014,22(4):401-420.
[18] Bowden L H. The process of customer engagement:a conceptual framework[J]. Journal of Marketing Theory and Practice,2009,17(1):63-74.
[19] Lin H F. The role of online and offline features in sustaining virtual communities:an empirical study[J]. Internet Research,2007,17(2):119-138.
[20] Nelson R R,Todd P A. Antecedents of information and system quality:an empirical examination within the context of data warehousing[J]. Journal of Management Information Systems,2005,21(4):199-235.
[21] De Lone W H,Mc Lean E R. Measuring e-commerce success:applying the De Lone&Mc Lean information systems success model[J]. International Journal of Electronic Commerce,2004,9(1):31-47.
[22] Zha X,Zhang J,Yan Y,et al. User perceptions of equality of and affinity with virtual communities:the effect of individual differences[J]. Computers in Human Behavior,2014(38):185-195.
[23] Karsten F,Christian L. Antecedents and consequences of interaction quality in virtual end-user communities[J].Creativity and Innovation Management,2011,20(1):22-35.
[24] Saks A M. Antecedents and consequences of employee engagement[J]. Journal of Managerial Psychology,2006,21(7):600-619.
[25] Bowen D E. Interdisciplinary study of service:some progress,some prospects[J]. Journal of Business Research,1990,20(1):71-79.
[26] Bettencourt L A. Customer voluntary performance:customers as partners in service delivery[J]. Journal of Retailing,1997,73(3):383-406.
[27] Groth M. Customers as good soldiers:examining citizenship behaviors in internet service deliveries[J]. Journal of Management,2005,31(1):7-27.
[28] Bove L L,Pervan S J,Beatty S E,et al. Service worker role in encouraging customer organizational citizenship behaviors[J]. Journal of Business Research,2009,62(7):698-705.
[29] Blau P M. Exchange and power in social life[M]. New York:Routledge,1986.
[30] Cropanzano R,Mitchell M. Social exchange theory:an interdisciplinary review[J]. Journal of Management,2005,31(6):874-900.
[31] Shin J I,Chung K H,Oh J S,et al. The effect of site quality on repurchase intention in internet shopping through mediating variables:the case of university students in South Korea[J]. International Journal of Information Management,2013,33(3):453-463.
[32] Zheng Y,Zhao K,Stylianou A. The impacts of information quality and system quality on users’continuance intention in information-exchange virtual communities:an empirical investigation[J]. Decision Support Systems,2013,56(1):513-524.
[33] Thorsten H T,Klee A. The impact of customer satisfaction and relationship quality on customer retention:a critical reassessment and model development[J]. Psychology&Marketing,1997,14(8):737-764.
[34] Caceres R C,Paparoidamis N G. Service quality,relationship satisfaction,trust,commitment and business-tobusiness loyalty[J]. European Journal of Marketing,2007,41(7/8):836-867.
[35] Pepur M,Mihanovic Z,Pepur S. Analysis of the effect of perceived service quality to the relationship quality on the business-to-business market[J]. Management Journal of Contemporary Management Issues,2013,18(18):97-109.
[36] Radomir L,Plaias I,Wilson A. Bank service and relationship quality as drivers of consumers’ attitudinal loyalty[J]. Romanian Journal of Marketing,2015,(2):62-74.
[37] Crosby L A,Evans K R,Cowles D. Relationship quality in services selling:an interpersonal influence perspective[J]. Journal of Marketing,1990,54(3):68-81.
[38] Morgan R M,Hunt S D. The commitment-trust theory of relationship marketing[J]. The Journal of Marketing,1994,58(3):20-38.
[39] Smith J B. Buyer-seller relationships:similarity,relationship management,and quality[J]. Psychology&Marketing,1998,15(1):3-21.
[40] Walter A,Müller T A,Helfert G,et al. Functions of industrial supplier relationships and their impact on relationship quality[J]. Industrial Marketing Management,2003,32(2):159-169.
[41] Ivens B S. How relevant are different forms of relational behavior? an empirical test based on Macneil’s exchange framework[J]. Journal of Business&Industrial Marketing,2004,19(5):300-309.
[42] Hajli M N. The role of social sup port on relationship quality and social commerce[J]. Technological Forecasting and Social Change,2014,87(1):17-27.
[43] Chen C D,Ku E C S. Bridging indistinct relationships and online loyalty:evidence from online interest-based communities[J]. Online Information Review,2013,37(5):731-751.
[44]申文果,张秀娟,谢礼珊.网络企业服务质量的测量及其影响的实证研究[J].管理科学,2007,20(1):38-45.
[45]卢宏亮. B2B品牌社区C2C互动质量、利益感知及品牌关系质量[J].山西财经大学学报,2014,36(8):84-92.
[46] Nyffenegger B,Krohmer H,Hoyer W D,et al. Service brand relationship quality:hot or cold[J]. Journal of Service Research,2015,18(1):90-106.
[47] Kunz W,Seshadri S. From virtual travelers to real friends:relationship building insights from an online travel community[J]. Journal of Business Research,2015,68(9):1822-1828.
[48] Shih H P,Huang E. Influences of web interactivity and social identity and bonds on the quality of online discussion in a virtual community[J]. Information Systems Frontiers,2014,16(4):627-641.
[49] Qu H,Lee H. Travelers’social identification and membership behaviors in online travel community[J].Tourism Management,2011,32(6):1262-1270.
[50] Dimitriadis S,Papista E. Linking consumer-brand identification to relationship quality:an integrated framework[J]. Journal of Customer Behavior,2011,10(3):271-289.
[51] Beatty S E,Homer P,Kahle L R. The involvement-commitment model:theory and implications[J]. Journal of Business research,1988,16(2):149-167.
[52] Bruhn M,Schnebelen S,Schfer D. Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities[J]. Industrial Marketing Management,2014,43(1):164-176.
[53] Kuo Y F,Feng L H. Relationships among community interaction characteristics,perceived benefits,community commitment,and oppositional brand loyalty in online brand communities[J]. International Journal of Information Management,2013,33(6):948-962.
[54] Lütkepohl H,Theilen B. Measures of multivariate skewness and kurtosis for tests of nonnormality[J]. Statistical Papers,1991,32(1):179-193.
[55] Podsakoff P M,Mackenzie S B,Lee J Y,et al. Common method biases in behavioral research:a critical review of the literature and recommended remedies[J]. Journal of Applied Psychology,2003. 88(5):879-903.
[56] Kaiser H F. An index of factorial simplicity[J]. Psychometrika,1974,39(1):31-36.
[57] Nunnally J C. An overview of psychological measurement[M]. New York:Plenum Press,1978:97-146.
[58] Fornell C,Larcker D F. Evaluating structural equation models with unobservable variables and measurement error[J]. Journal of Marketing Research,1981,18(1):39-50.
[59] Sureshchandar G S,Rajendran C,Anantharaman R N.The relationship between service quality and customer satisfaction-a factor specific approach[J]. Journal of Services Marketing,2002,16(4):363-379.
[60] Gerbing D W,Anderson J C. An updating paradigm for scale development incorporating unidimensionality and its assessment[J]. Journal of Marketing Research,1988,25(2):186-192.
[61] Han X,Kwortnik R J,Wang C. Service loyalty:an integrative model and examination across service contexts[J]. Journal of Service Research,2008,11(1):22-42.
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