Customer Participation And Service Quality, Customer Satisfaction And Behavioral Intention Relationship

With the arrival of service economy, market and customer become the orientation in marketing .More and more enterprises realize the importance of customer relationship.Thus, if enterprises want to gain competitive advantange in the market,they must pay attention to customer satisfaction and loyalty .Customer become more and more important in service ,which is accepted by most people.According to some research results, customer particition is beneficial to perceived quality ,customer satisfaction and loyalty,which can become enterprise's competitive advantage.Customer participation is higher in the industry of house decoration, meanwhile we can find that customer satisfaction in this industry is challenged.The former research literatures of how to increase customer satisfaction are from the percepective of service quality, but this thesis is from the characteristic of this industry's high customer participation.This thesis makes a review of abundant research literature on customer participation, service quality, customer satisfaction and behavior intention, and then brings forward a research mode of the relationship among these four variables. Inorder to demonstrate the model, investigation of the customer in Hangzhou house decoration market and data anlysis are followed. The main conclusions of this paper are as follows:(1)Customer participation in house decoration has a remarkable effect on service quality, but the four aspects (perceived effort, information-seeking, personal interaction, task definition) have different influence on service quality. Perceived effort has influence on empathy and responsiveness, and influence on the latter is larger than that on the former;Information-seeking has impact on reliability and assurance, and impact on the former is larger than that on the latter;Personal interaction has influence on all factors of customer intention, but the impact mainly concentrate on empathy and responsiveness;Task definition has various influence on reliability, responsiveness, and assurance.(2)Customer participation in house decoration has positive effect on customer satisfaction and behavior intention, and the personal interaction is the main factor.(3)Service quality has remarkable positive influence on customer satisfaction and behavior intention in house decoration .(4)Customer satisfaction also has remarkable positive impact on behavior intention.(5)Customer participation has positive influence on behavior intention directly as well as service quality and customer satisfaction indirectly.