服务企业应该培训顾客吗?——顾客知识对创造型顾客参与行为和顾客满意的影响的探索性研究

被引：16

作者：

贾鹤 ^{[1
]}

王永贵 ^{[2
]}

黄永春 ^{[1
]}

机构：

[1] 南京大学商学院

[2] 对外经济贸易大学国际商学院

来源：

科学决策 | 2009年 / 12期

关键词：

知识管理; 顾客教育; 顾客知识; 顾客参与; 顾客满意;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

随着竞争的加剧,越来越多的服务企业对顾客教育活动给予了前所未有的关注,但顾客教育活动的一个结果就是顾客所拥有的相关服务知识的增多,但这是否一定会促进创造型顾客参与行为并提升顾客满意水平吗?为了解决这一问题,本文基于感知风险理论和归因理论,通过两个连续的实证研究,分别探讨了服务情境中顾客知识对创造型顾客参与意愿和顾客满意所产生的影响,从而为企业进行与顾客教育活动相关的决策提供了新的分析视角。

引用

页码：54 / 62

页数：9

共 12 条

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