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中国农学通报

中国农学通报 ›› 2012, Vol. 28 ›› Issue (29): 310-316.

• 休闲农业 • 上一篇    

休闲农庄游客满意与购后行为实证研究：以长株潭城市群为例

杨丽华 董冰   

  • 收稿日期:2012-01-13 修回日期:2012-02-11 出版日期:2012-10-15 发布日期:2012-10-15
  • 基金资助:

    国家社科基金项目;湖南省高校创新平台“农林经济管理研究中心”开放基金项目

Empirical Study on Tourist Satisfaction and Post-purchase Behaviors in Service Context：Evidences from Leisure Farm Industry in Changsha-Zhuzhou-Xiangtan City Group

  • Received:2012-01-13 Revised:2012-02-11 Online:2012-10-15 Published:2012-10-15

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摘要：

理论界有关游客满意及其前置因素的研究已日趋成熟，但有关游客满意与购后行为关系的研究很少，尚未形成成熟的购后行为测量量表。本文在文献梳理的基础上，构建了休闲旅游服务情境下“顾客满意-购后行为”关系的理论模型。模型中满意度属性的界定以服务绩效和公平理论为依据，将“顾客满意”分为“满意”与“不满意”两个构面，对应于“积极行为”与“消极行为”两个购后行为构面。在模型构建的基础上提出了研究假设，并设计了调查问卷。本研究运用SPSS17.0软件对收集的174份有效问卷进行了信度与效度分析，并对假设中各变量之间的相关性进行了验证。研究结果表明，顾客满意与积极的购后行为正相关，与消极的购后行为负相关。同时，购后行为也对顾客满意产生影响，积极的购后行为正向地影响顾客满意，而消极的购后行为负向地影响顾客满意。本研究结果验证了服务公平与感知绩效理论在休闲旅游中的适应性，提出了顾客关系管理与服务补救策略在休闲旅游经营中的重要性。

关键词: 概况, 概况

Abstract:

While the research on tourist satisfaction and its antecedents has been widely discussed, the topic of tourist post-behaviors is less concerned. Based on service performance and fairness theory, a conceptual model with 12 hypotheses explaining the relationship between customer satisfaction and post-purchase behaviors under leisure tourism contex were derived and subjected to empirical assessment. SPSS11.0 was used for reliability/validity testing and hypothese testing. Consistent with most of the previous researches, we concluded that while tourist satisfaction had positive effect on positive post-purchase behaviors, dissatisfaction had positive effect on negative post-behaviors. Furthermore, our research indicated the impacts of post-behaviors on tourist satisfaction. In theory, the results verified the effects between post-purchase behaviors and customer satisfaction on each other. In practice, this study highlighted the importance of customer relationship management and service recovery strategies in leisure tourism industry.