摘 要
随着服务经济的快速发展，顾客参与作为影响服务质量的重要因素，逐渐成为学术界和实践领域的研究热点。本研究旨在探讨服务行业中顾客参与对服务质量的影响机制，并进一步揭示其作用路径与边界条件。基于社会交换理论和顾客价值共创理论，本文通过问卷调查法收集了来自多个服务行业的实证数据，并运用结构方程模型进行分析。研究结果表明，顾客参与显著正向影响感知服务质量，且这种影响受到顾客信任和情感联结的中介作用调节。此外，服务类型（高接触性与低接触性）在这一关系中起到重要的调节作用，即高接触性服务中的顾客参与对服务质量的影响更为显著。本研究的创新点在于首次将顾客信任和情感联结纳入分析框架，系统地解释了顾客参与影响服务质量的内在机理。同时，通过区分不同服务类型的调节效应，为理论发展提供了新的视角，并为企业实践提供了针对性建议。主要贡献体现在深化了顾客参与与服务质量关系的理解，拓展了服务管理领域的研究边界，为服务行业提升顾客体验和优化服务质量提供了理论支持与实践指导。
关键词：顾客参与；服务质量；顾客信任；情感联结；服务类型
Abstract
With the rapid development of the service economy, customer participation, as a critical factor influencing service quality, has gradually become a research hotspot in both academic and practical domains. This study aims to explore the impact mechanism of customer participation on service quality in the service industry and further reveal its mediating pathways and boundary conditions. Grounded in social exchange theory and customer co-creation value theory, empirical data were collected from multiple service industries through a questionnaire survey method and analyzed using structural equation modeling. The results indicate that customer participation significantly and positively influences perceived service quality, with this effect being mediated by customer trust and emotional attachment. Moreover, service type (high-contact vs. low-contact) plays a crucial moderating role, such that the influence of customer participation on service quality is more pronounced in high-contact services. The innovation of this study lies in its incorporation of customer trust and emotional attachment into the analytical fr amework, systematically elucidating the underlying mechanisms through which customer participation affects service quality. Additionally, by distinguishing the moderating effects of different service types, this research offers new perspectives for theoretical advancement and provides targeted recommendations for business practice. The primary contributions include deepening the understanding of the relationship between customer participation and service quality, expanding the research boundaries of service management, and providing theoretical support and practical guidance for enhancing customer experience and optimizing service quality in the service industry.
Keywords: Customer Participation; Service Quality; Customer Trust; Emotional Connection; Service Type
目 录
1绪论 1
1.1服务行业顾客参与研究背景 1
1.2研究意义 1
1.3国内外研究现状分析 1
1.4本文研究方法与创新点 2
2顾客参与的概念与理论基础 2
2.1顾客参与的核心内涵 2
2.2服务质量的定义与维度 3
2.3顾客参与与服务质量的关系模型 3
2.4相关理论框架综述 4
2.5理论对实践的指导意义 4
3顾客参与对服务质量影响的实证分析 5
3.1数据收集与研究设计 5
3.2顾客参与行为的分类与测量 5
3.3服务质量评价指标体系构建 6
3.4实证结果分析与讨论 6
3.5模型验证与假设检验 7
4提升服务质量的顾客参与策略研究 7
4.1促进顾客主动参与的关键因素 7
4.2服务设计中的顾客参与机制优化 8
4.3员工角色在顾客参与中的作用 8
4.4技术支持对顾客参与的影响 9
4.5实践案例分析与启示 9
结论 10
参考文献 11
致 谢 12
