毕业设计服务公平对顾客自发行为影响的实证研究论文.doc

服务公平感对顾客自发行为影响的研究 The research about the influence of service fairness on the Customer Voluntary Performance 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 Abstract:People do not worry about poverty but unfairness; while on the contrary, people’s behavior is greatly influenced by fairness which is focused on from the ancient. Nowadays, with the social progress and the improvement of people’s need，people’s concern to fairness strengthened. The research in the business enterprise pays attention to people’s subjective feeling towards fairness, namely people’s judgment，consciousness and feeling of whether thing or behavior is fair ’s views, standpoints and outlooks. In fact , it is the problem of the fair consciousness or fair feeling. In most empirical researches, Fairness is a kind of social mental state construct, namely if the most people thinks that a kind of behavior is fair, so this kind of behavior is fair ( Cropanzano and Greenberg，1997 ). In order to explore the structure of service fairness, this paper first gets the item of fairness by literature review, opening questionnaire and interviews etc. Then we refine and confirm the item with three questionnaires. Firstly we investigate MPA student to refine the item and get the scale of service fairness. Second we take on pre-measure to analyze the reliability and validity of fairness scale, and further refine the item again. Thirdly, based on first and second step, we began to investigate formally. In this step we add the scale of relationship quality and customer voluntary performance in the questionnaire. After obtaining the actual data, we analyze the reliability of the formal questionnaire. Then we analyze the result that all kinds of structures ( one- factor structure、twofactor structure、threefactor structure and four-factor structure) fit to the data .We find four-factor struc