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顾客参与量表的构建和研究

被引：56
作者：
彭艳君
机构：
[1] 北京工商大学商学院
来源：
管理评论 | 2010年 / 22卷 / 03期
关键词：
顾客参与; 量表; 信度; 效度;
D O I：
10.14120/j.cnki.cn11-5057/f.2010.03.006
中图分类号：
F274 [企业供销管理];
学科分类号：
1201 ;
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。
引用
收藏
页码：78 / 85
页数：8
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