The Impact Of Consumer Empowerment On Perceived Service Quality

In the Internet era,there have been various changes in the consumer sector.It has become a trend for companies to actively use network technology to transfer part of their power to consumers,that is,consumer empowerment.Consumer empowerment has an increasingly profound impact in the daily consumption field,and the passiveness of customers in the customer-enterprise relationship is weakening,and the role played during the transaction is becoming larger and larger.Under this situation,how consumer empowerment affect perceived service quality has become an important topic of marketing theory,and one of the urgent problems in marketing practice.This study is based on the implementation of consumer empowerment strategies by companies,according to the theory of person-environment fit,this study combed the relationship between variables and constructed a theoretical model of the impact of consumer empowerment on perceived service quality.In order to study the boundary conditions of how consumer empowerment impact perceived service quality,this study introduces service difficulty characteristics as a moderator variable,introduces perception of support to adjust the interaction between consumer empowerment and service difficulty characteristics on perceived service quality.And introduces consumer emotion,as a mediator variable to verify its partial mediation in the three-factor interaction affects perceived service quality.Based on the banking service industry,this study used questionnaires to collect relevant data through field surveys and online surveys,and used SPSS 21.0 software toempirically analyze the samples.The proposed hypotheses are finally verified.Through the empirical research,the following conclusions are drawn: 1.Compared with the low level of consumer empowerment,the consumer’s perceived service quality is higher when the company implements a high level of consumer empowerment.2.The impact of consumer empowerment on perceived service quality is moderatored by the service characteristics.When the service is easy,perceived service quality is higher under the high empowerment than the low empowerment;when the service is difficult,compared with the high empowerment.The consumer’s evaluation of service quality is higher under low empowerment.3.Consumer empowerment,service characteristics and consumer perceived support interactively affect the perceived service quality.4.The mediating effect of consumer emotion is verified.Specifically,in the case of easy service,regardless of the consumer’s perceived support level,high consumer empowerment can give consumers a higher quality of service perception than low consumer empowerment.In the case of difficult service,if the support is low,the high empowerment will cause the consumer to have a significantly lower perceived service quality.If the support level of the enterprise is high,the negative impact of the high empowerment on the perceived service quality is lower.Finally,based on the research findings,the paper gives the possible perspectives of future theoretical research and the implications of marketing practice.