服务公平对顾客自发行为影响的实证研究论文

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1、服务公平感对顾客自发行为影响的研究TheresearchabouttheinfluenceofservicefairnessontheCustomerVoluntaryPerformance摘要本文就服务公平感对顾客自发行为的影响做了探索。在研究中，我们对服务公平感采取了四因素结构，服务公平感包括结果公平、分配公平、人际公平和信息公平四个维度。研究显示，服务公平感四个维度通过关系品质对顾客自发行为有显著的间接影响，除此之外，服务公平感的某些维度对顾客自发行为还有显著的直接影响。关键词服务公平感关系品质顾客自发行为Abstr

2、act:Peopledonotworryaboutpovertybutunfairness;whileonthecontrary,people’sbehaviorisgreatlyinfluencedbyfairnesswhichisfocusedonfromtheancient.Nowadays,withthesocialprogressandtheimprovementofpeople’sneed，people’sconcerntofairnessisevenmorestrengthened.Theresearchin

3、thebusinessenterprisepaysattentiontopeople’ssubjectivefeelingtowardsfairness,namelypeople’sjudgment，consciousnessandfeelingofwhetherthingorbehaviorisfairaccordingtopeople’sviews,standpointsandoutlooks.Infact,itistheproblemofthefairconsciousnessorfairfeeling.Inmost

4、empiricalresearches,Fairnessisakindofsocialmentalstateconstruct,namelyifthemostpeoplethinksthatakindofbehaviorisfair,sothiskindofbehaviorisfair(CropanzanoandGreenberg，1997).Inordertoexplorethestructureofservicefairness,thispaperfirstgetstheitemoffairnessbyliteratu

5、rereview,openingquestionnaireandinterviewsetc.Thenwerefineandconfirmtheitemwiththreequestionnaires.FirstlyweinvestigateMPAstudenttorefinetheitemandgetthescaleofservicefairness.Secondwetakeonpre-measuretoanalyzethereliabilityandvalidityoffairnessscale,andfurtherref

6、inetheitemagain.Thirdly,basedonfirstandsecondstep,webegantoinvestigateformally.Inthisstepweaddthescaleofrelationshipqualityandcustomervoluntaryperformanceinthequestionnaire.Afterobtainingtheactualdata,weanalyzethereliabilityoftheformalquestionnaire.Thenweanalyzeth

7、eresultthatallkindsofstructures(one-factorstructure、two-factorstructure、three-factorstructureandfour-factorstructure)fittothedata.Wefindfour-factorstructureasaresulfittothedatabest.Atlast,weusethevariablesofrelationshipqualityandcustomervoluntaryperformance（CVP）to

8、confirmthepredictivevalidityoffairnessscale.Theanalysisonstructuresquaremodelshowsthatthefour-factorstructurehasthegoodpredictivevalidity.Firstlyweexplo