Ảnh hưởng của khách hàng khác trong dịch vụ có mức độ tham gia cao và thấp
Tóm tắt
Mục đích của bài báo này là xem xét ảnh hưởng của sự nhận thức của khách hàng khác (OCP) (Brocato
Theo một phương pháp lý thuyết, các giả thuyết đã được phát triển để phân tích ảnh hưởng của OCP, mức độ tham gia trong dịch vụ và NFU của khách hàng. Một thí nghiệm dựa trên kịch bản 2 × 2 × 2 đã được thiết kế. Phân tích phương sai đa biến (MANOVA) đã được sử dụng để kiểm tra các giả thuyết.
Phân tích cho thấy rằng sự hiện diện của các khách hàng khác tuân thủ (so với không tuân thủ) cải thiện nhận thức về chất lượng dịch vụ và ý định quay lại của khách hàng mục tiêu trong dịch vụ có mức độ tham gia cao, nhưng không phải trong dịch vụ có mức độ tham gia thấp. Tuy nhiên, mối quan hệ giữa nhận thức về sự tương đồng và các biến kết quả không đúng với khách hàng có NFU cao.
Nghiên cứu này gợi ý rằng các khách hàng khác tuân thủ và không tuân thủ là rất quan trọng trong việc hình thành nhận thức về chất lượng dịch vụ của các dịch vụ có mức độ tham gia cao, và nhấn mạnh điều kiện biên của mối quan hệ này. Nếu các nhà quản lý dịch vụ xem xét mức độ tham gia dịch vụ và sự khác biệt cá nhân, và lập chiến lược dịch vụ của họ phù hợp với khách hàng mục tiêu, ảnh hưởng của các khách hàng khác có thể được quản lý hiệu quả hơn.
Vì nghiên cứu này là một trong những nghiên cứu thực nghiệm đầu tiên tập trung vào ảnh hưởng của OCP đến nhận thức về chất lượng dịch vụ và xem xét điều kiện biên của nó, nghiên cứu góp phần một cách đáng kể vào kho kiến thức. Các hướng nghiên cứu trong tương lai được thảo luận và các ứng dụng quản lý được đề xuất.
Từ khóa
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