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论文编号：	945
作者编号：	2120072014
上传时间：	2009/5/25 16:06:12
中文题目：	服务公平对顾客满意及行为意向的
英文题目：	The Impact of Service Justice
指导老师：	杨坤
中文关键字：	服务公平；顾客满意；行为意向
英文关键字：	Service Justice; Customer Sati
中文摘要：	目前，我们已经身处“服务经济”时代，服务业是否发达，已经成为衡量一个国家经济发展程度的一项重要指标。近年来随着我国经济结构的调整，服务业在我国国民经济中扮演越来越重要的作用。另一方面，“公平”一直以来深受人们关注，并被广泛应用于各个社会学领域。然而在工商企业管理领域，理论研究者对服务公平性的研究尚不到20年。自美国学者克莱曼于1988年首次提出了服务公平的概念以来，人们围绕着服务公平进行了大量的研究，但是公平理论被大量应用于服务补救领域，在正常服务消费中的公平性研究成果偏少，学术界对于正常服务中服务公平对顾客满意及行为意向的影响方面的研究还不够深入。本研究致力于研究此问题。 在理论回顾部分，本研究对服务公平、顾客满意及行为意向的相关理论，以及三者之间相互关系的相关观点进行了回顾和梳理。在借鉴前人研究成果的基础上，结合研究目的，本研究建立了研究框架并提出了研究假设，在既有量表的基础上通过设计形成了问卷量表。问卷调查选择了天津和郑州两地的宾馆业和餐饮业，最终回收问卷351份。本研究使用SPSS16.0软件对调查数据进行了分析，所用到的分析方法有描述性统计分析、效度分析、信度分析、因子分析、相关分析和回归分析等。 通过分析，本研究主要得到了以下结论：正常服务中服务公平由结果公平、程序公平、人际公平与信息公平四个维度构成；人际公平、结果公平和信息公平对顾客满意呈现正向关系；人际公平、信息公平、结果公平与程序公平对顾客重购意向呈现正向关系；人际公平、信息公平和程序公平对顾客满意呈现正向关系；基于服务公平的顾客满意对顾客行为意向呈现正向关系。 在研究结论的基础上，本研究提出了基于服务公平四维度的管理策略性建议，并指出了本文的研究局限及未来的研究方向。
英文摘要：	At present, we have been in the "service economy" era. The developed level of a country’s services sector has become an important measure of its economic development level. In recent years, with the restructuring of China's economic, the service sector in China will play an increasingly important role. On the other hand, the "fair theory" has received widely attention and was widely used in various fields of sociology. However, the research on equity theory in the field of management has developed less than 20 years. Clemmer, a scholar from the United States, first proposed the concept of service justice in 1988. Around all the researches people have done, it is a pity that most of them have applied the equity theory to the field of service recovery. There are still few papers on service justice in the field of normal service. The relationship of service justice, customer satisfaction and behavioral intention in the field of normal service wasn’t very clear untill now. This study focused on this issue. This paper firstly reviews some correlative theories, such as service justice, customer satisfaction and their behavioral intention, as well as the mutual relations between these three aspects. Combined the research results of others with the purpose of this paper, this study establishs a research framework and proposes the research hypothesis, as well as designs a questionnaire. We choose the hotel industry and catering industry in Tianjin and Zhengzhou as samples. We extended 400 questionnaires and ultimately received 351 copies. Software SPSS16.0 is the main tool we used to analyze the dates. The main methods we used include descriptive statistics, validity analysis, reliability analysis, factor analysis, correlation analysis and regression analysis. Through analysis, this study has gotten the following conclusions. The service justice in normal service procedures was composed of result fairness, procedural fairness, interpersonal fairness and information fairness. Interpersonal fairness, result fairness and information fairness have obviously impact on customer satisfaction. All the four dimensions have a positive impact on customers’ re-purchase intention. Interpersonal fairness, procedural fairness and information fairness show a positive relationship with customers’ word of mouth. Customer satisfaction based on service justice show a positive impact on behavioral intention. At last, this paper proposes several management recommendations on the basis of the conclusions of the study, and points out the limitations of this study and research directions in the future.
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