The Research About Customer Participation、Relationship Quality And Post-purchase Behavior An Empirical Study Based On Economic Hotels In Dalian

As the competition of service industry market is increasingly fierce, more and more enterprises begin to realize the importance of focusing on customer post-purchase behavior. Active customer post-purchase behavior is the main channel for enterprises to gain their profit,while negative post-purchase behavior will bring huge losses for the enterprises. As an critical factor that affects post-purchase behavior, the relationship quality between customers and enterprises gains more and more attention. Establishing long-term connections between enterprises and customers to seek active post-purchase behavior becomes the magic weapon of the successful modern service enterprises. In addition, scholars keep studying the affecting factors of post-purchase behavior in order to provide marketing management suggestions for service companies,the theory of post-purchase behavior has become one of the most important topics in the academic research field.In the process of service, customer participation behavior is unavoidable. Domestic and foreign research shows that customers are involved in the service delivery process through a series of behaviors, it will affect their satisfaction and trust towards service experience, and it will further affect their post-purchase behavior. Therefore, managing customer participation behavior effectively to promote positive post-purchase behaviors and avoid negative ones is the main subject of service-providing enterprises.Service is homogeneous, it is easy to copy and imitate. In service industry, how do customer participation and relationship quality affect post-purchase behavior? How important is the influence? For the above problems, the existing literature has not given a reasonable explanation. For this reason, this paper samples for Dalian economic hotels in order to explore the exactly relationship among customer participation, relationship quality and post-purchase behavior.In this paper, the research content is roughly divided into three parts. The first part mainly states the background, significance,methods and related theory review of the research. The second part verifies the influence factors of customer post-purchase behavior through empirical research and analysis. Specific steps are as follows:Through generalizing the theory and literature which are related to customer participation, relationship quality and post-purchase behavior,we build a research model and put forward some relevant hypothesis; Using statistical analysis tools such as SPSS20.0to analyze the obtained questionnaire data to identify the real influence factors of post-purchase behavior. The third part summarizes the research conclusions and comes up with some suggestions and strategies which will help enterprises improve customer loyalty.The main conclusions are as,follows:(1)When customer participation and relationship quality are at higher levels, positive post-purchase behaviors tend to have a high degree, while negative post-purchase behavior tend to have a relatively low degree.(2)The difference of customer individual statistical variables will cause difference to some factors of customer participation, relationship quality and post-purchase behavior.(3)After excluding the interference of relationship quality, the three factors of customer participation, namely "information sharing","cooperation activities" and "interpersonal interaction" are positively related to active post-purchase behavior,"cooperation activities" and "interpersonal interaction" has negative impact on negative post-purchase behavior, while "information sharing" has no influence on negative post-purchase behavior; After excluding the interference of customer participation, the three factors of relationship quality,namely "satisfaction","trust" and "commitments" are positively related to active post-purchase behavior, and are negatively correlated with negative post-purchase behavior.(4)The three elements of customer participation show significantly positive correlation with the three factors of relationship quality.(5)"Information sharing","satisfaction","commitment" and "trust" have strong abilities to explain positive post-purchase behavior; while "cooperation activities","interpersonal interaction" and "satisfaction" have strong abilities to explain negative post-purchase behavior.This paper’s main innovations are as follows:(1) Instead of taking the whole service industry for example, this article samples for economic hotels to illustrate the influence that customer participation and relationship quality have caused to post-purchase behavior. This may insure the research can be highly targeted.(2)From the perspective of questionnaire designing, most research bases on situational simulation which is quite inductive. This article uses independent measure survey to avoid the confusion of interviewees.(3)This paper takes demographic variables into the research model, while previous research rarely discuss the effect that demographic variables have caused on customer participation, relationship quality and post-purchase behavior.(4)Instead of single factor analysis, this paper uses two variables in-depth to explore the critical factors that influence post-purchase behavior.In addition, although this paper is based on long-term literature reading, establish a distinctive research model and take diversified statistical analysis method to confirm related research hypothesis, but due to the limitation of time and personal ability, the text has limitations and shortcomings in questionnaire designing, research tools and so on, which also points out the direction of further studying for post-purchase behavior.