The Research On The Promoting Effect Of Other Customers On Customer's Service Experience In Shared Service Settings

With the rapid development of service industry,in order to strive in the increasingly intensive market competition,more and more service managers in service enterprises have realized significance of improving customer service experience and creating good customer relationship.Characteristic effects of other customers widely exist in shared service settings,which may greatly influence customer service experience.However,most of the existing literature study other customers effect from the perspective of negative influence,such as destroying relationship,discuss how other customers destroy service experience,and conduct compatibility management to it.By contrast,there are relatively fewer and scattered researches involving positive effect of other customers.Therefore,it has far-reaching theoretical significance and practical significance to incorporate presentation of positive effect of other customers,its influence mechanism for customer service experience and discussion about management suggestions for service enterprises into researches about service marketing and enterprise strategy.Based on the research of individual group-pooling tourist and the positive effect of other customers,this paper introduced interpersonal attraction theory,and focused on the way and mechanism of how other customers promote the customer's service experience in shared service settings.Firstly,in the thesis,the author has concluded three interpersonal attraction characteristics(similarity,appearance attractiveness and suitable behavior)of other customers based on literature review,attempted to establish a conceptual model for this research,and proposed corresponding research hypothesis.Secondly,the author has developed initial scale for this research by presenting relevant scale materials and intensive interviews at home and abroad,released questionnaires after purification treatment,and used SPSS16.0 and AMOS17.0,the two data processing software,to conduct hypothesis testing to recycled data.In the end,we get the following several research results:(1)other customers can promote positive C2 C interaction and interaction quality perception through similarity,appearance attractiveness,suitable behavior and other methods;(2)quality of C2 C interaction consists the source of customer service experience(service quality perception and service satisfaction);(3)C2C interaction and quality of C2 C interaction are important mechanisms for other customers to improve customer service experience;(4)quality of C2 C interaction has mediate function in the influence of characteristics of other customers on service experience.In this research,it has proposed the following several management suggestions to service organization in shared service settings based on the research results: inspect and improve customer subdivision and market positioning;encourage and promote positive C2 C interaction to promote quality of C2 C interaction;improve customer relationship effectiveness by intensifying customer service experience management.