Online to Offline模式下顾客间互动对满意度的影响研究—以天津健身行业为例

The Impact of Customer Interaction on Satisfaction in Online to Offline Model—Take the Fitness Industry in Tianjin as an Example

摘要: 新的商业环境下，顾客间互动成为影响企业价值创造的重要因素。然而，已有的顾客间互动的研究主要集中于服务现场的讨论，基于网络平台的顾客间互动研究尚未引起学者们的重视。基于此，本文以O2O商业模式为研究背景，以健身行业为例，构建顾客间互动对顾客满意度影响的理论模型。实证研究表明，顾客间友好交谈、帮助建议行为、顾客间信息交流、认知互动和积极的情感互动对满意度有显著的正向作用；顾客间礼仪违背、干扰争执行为、顾客规模和顾客间消极的情感互动对满意度有显著的负向影响。

Abstract: In the new business environment, the interaction between customers is an important factor that affects the value creation of enterprises. However, the existing research of the interaction between the customers mainly focuses on the discussion of the service field; the research of the customer interaction based on the network platform has not attracted the attention of scholars. Based on this, this paper takes the O2O business model as the research background, takes the fitness industry as an example, and builds the theoretical model of the influence of customer interaction on customer satisfaction. Empirical study shows that customers’ friendly conversation, helping behavior, customers’ information communication, cognition interaction and positive emotional interaction have significant positive impact on satisfaction. Breach of etiquette between customers, interference between the behavior of the dispute, the scale of the customer and the customers’ negative emotion interaction have significant negative impact on satisfaction.