本文選題：獎(jiǎng)勵(lì)旅游　切入點(diǎn)：顧客參與行為　出處：《上海師范大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)現(xiàn)代服務(wù)業(yè)的迅速發(fā)展及人本管理思想的普及,我國(guó)獎(jiǎng)勵(lì)旅游市場(chǎng)表現(xiàn)出巨大的發(fā)展?jié)摿?越來(lái)越多的企業(yè)將獎(jiǎng)勵(lì)旅游作為管理手段以期達(dá)成管理目標(biāo)。然而,我國(guó)獎(jiǎng)勵(lì)旅游在發(fā)展中存在以下問(wèn)題,獎(jiǎng)勵(lì)旅游產(chǎn)品缺乏深度開(kāi)發(fā)、相似程度高；開(kāi)展獎(jiǎng)勵(lì)旅游的企業(yè)對(duì)獎(jiǎng)勵(lì)旅游的內(nèi)涵不夠了解、實(shí)施目的不明確,導(dǎo)致對(duì)獎(jiǎng)勵(lì)旅游效果不滿(mǎn)意；企業(yè)客戶(hù)對(duì)獎(jiǎng)勵(lì)旅游服務(wù)供應(yīng)商的忠誠(chéng)度不高,重購(gòu)率較低。 在營(yíng)銷(xiāo)學(xué)界,營(yíng)銷(xiāo)管理核心觀念的改變,使學(xué)者開(kāi)始重視顧客參與在產(chǎn)品創(chuàng)新中的作用。在服務(wù)業(yè)中,顧客參與與生俱來(lái),欲達(dá)到良好服務(wù)質(zhì)量與令人滿(mǎn)意的結(jié)果,某些服務(wù)中顧客的主動(dòng)參與是必要的。獎(jiǎng)勵(lì)旅游作為高度定制化的產(chǎn)品,天然的需要顧客參與到產(chǎn)品生產(chǎn)和服務(wù)傳遞的過(guò)程中,因此,應(yīng)用顧客參與相關(guān)理論研究獎(jiǎng)勵(lì)旅游顧客參與行為,并結(jié)合風(fēng)險(xiǎn)承擔(dān)理論和服務(wù)質(zhì)量理論探討顧客參與行為的驅(qū)動(dòng)因素和結(jié)果影響因素,對(duì)獎(jiǎng)勵(lì)旅游服務(wù)供應(yīng)商有效開(kāi)展顧客參與管理進(jìn)而提升顧客對(duì)獎(jiǎng)勵(lì)旅游效果的滿(mǎn)意度有重要意義。本文在對(duì)現(xiàn)有文獻(xiàn)進(jìn)行梳理的基礎(chǔ)上,結(jié)合對(duì)旅行社和獎(jiǎng)勵(lì)旅游企業(yè)客戶(hù)的深度訪談,構(gòu)建了感知風(fēng)險(xiǎn)、獨(dú)特性需求和顧客知識(shí)作為前因變量,服務(wù)質(zhì)量、行為意向作為結(jié)果變量的獎(jiǎng)勵(lì)旅游顧客參與行為研究模型,結(jié)合獎(jiǎng)勵(lì)旅游服務(wù)的特點(diǎn),劃分了各因素的構(gòu)成維度,提出了本文的假設(shè),并設(shè)計(jì)了各維度的測(cè)量量表,在此基礎(chǔ)上完成了調(diào)查問(wèn)卷的設(shè)計(jì),并在研究過(guò)程還考慮了顧客參與行為的中介作用。通過(guò)問(wèn)卷調(diào)查,筆者獲得了上海市107個(gè)通過(guò)旅行社購(gòu)買(mǎi)獎(jiǎng)勵(lì)旅游服務(wù)的企業(yè)客戶(hù)樣本數(shù)據(jù),運(yùn)用SPSS16.0統(tǒng)計(jì)軟件進(jìn)行實(shí)證分析。研究結(jié)果表明,在獎(jiǎng)勵(lì)旅游產(chǎn)品生產(chǎn)和服務(wù)傳遞過(guò)程中,感知風(fēng)險(xiǎn)的兩個(gè)維度,心理風(fēng)險(xiǎn)與顧客參與行為的五個(gè)維度,即事前準(zhǔn)備、信息參與、合作生產(chǎn)、人際互動(dòng)和干涉行為均正相關(guān),績(jī)效風(fēng)險(xiǎn)與干涉行為正相關(guān)；獨(dú)特性需求顯著正向影響事前準(zhǔn)備、合作生產(chǎn)、人際互動(dòng)和干涉行為：顧客知識(shí)對(duì)事前準(zhǔn)備、信息參與、合作生產(chǎn)和干涉行為的投入有正向影響；顧客參與行為對(duì)服務(wù)質(zhì)量三個(gè)維度的影響中,信息參與、人際互動(dòng)和干涉行為正向影響可靠性,事前準(zhǔn)備、信息參與、合作生產(chǎn)和干涉行為對(duì)保證性和移情性均有正向影響：合作生產(chǎn)和干涉行為與重購(gòu)、薦客均正相關(guān),信息參與對(duì)薦客也有正向影響；顧客參與行為在心理風(fēng)險(xiǎn)和可靠性、保證性之間起到中介作用,即通過(guò)事前準(zhǔn)備、信息參與、合作生產(chǎn)和干涉行為可以有效降低顧客心理風(fēng)險(xiǎn),提高對(duì)服務(wù)質(zhì)量的感知；顧客參與行為在顧客知識(shí)和保證性、移情性之間起到中介作用,即顧客有關(guān)獎(jiǎng)勵(lì)旅游服務(wù)的知識(shí)作為顧客的能力,通過(guò)參與行為得以展現(xiàn),并提高感知服務(wù)質(zhì)量。此外,研究結(jié)果顯示服務(wù)質(zhì)量與行為意向正相關(guān),與多數(shù)學(xué)者的相關(guān)研究結(jié)論相一致。 最后,筆者根據(jù)研究結(jié)論對(duì)獎(jiǎng)勵(lì)旅游服務(wù)供應(yīng)商如何通過(guò)有效管理顧客參與來(lái)增強(qiáng)顧客感知服務(wù)質(zhì)量以及獎(jiǎng)勵(lì)旅游企業(yè)客戶(hù)如何有效投入?yún)⑴c行為以便對(duì)獎(jiǎng)勵(lì)旅游實(shí)施效果更為滿(mǎn)意提出了對(duì)策建議,并提出了本文的研究不足及展望。
[Abstract]:With the rapid development of modern service industry of our country and the popularization of humanistic management idea , our country awards tourism market to show great development potential , and more and more enterprises will award tourism as management means with a view to achieving the goal of management . However , there are some problems in the development of our country ' s reward tourism .
There is not enough understanding of the connotation of incentive tour , and the implementation purpose is not clear , which leads to dissatisfaction with the effect of reward tourism ;
Enterprise customers are not highly loyal to the incentive travel service provider , and the re - purchase rate is low .

Based on the analysis of the existing literature , the author has obtained the research model of customer participation and the influence factors of the customer ' s participation in the service industry .
The unique demand significantly affects the pre - emption , cooperative production , interpersonal interaction and interference behavior : the customer knowledge has a positive impact on the input of pre - event preparation , information participation , cooperative production and interference behavior ;
The influence of customer ' s participation behavior on the three dimensions of service quality , information participation , interpersonal interaction and interference behavior positively influence reliability , pre - accident preparation , information participation , cooperative production and interference behavior have positive influence on assurance and empathy .
Customer ' s participation behavior plays an intermediary role between psychological risk and reliability and assurance , that is , through pre - accident preparation , information participation , cooperative production and interference behavior can effectively reduce customer ' s psychological risk and improve the perception of service quality ;
Customer ' s participation behavior plays an intermediary role between customer knowledge and assurance and empathy , that is , customer ' s knowledge of rewarding travel service as customer ' s ability , through participation behavior and improving perceived service quality . In addition , the research results show that the quality of service is positively related to the behavior intention , and is consistent with the relevant research conclusion of most scholars .

Finally , according to the research conclusion , the author puts forward some suggestions on how to reward tourism service provider how to enhance customer perceived service quality by effectively managing customer ' s participation and how to reward the customer how to participate in the behavior effectively so as to more satisfied the effect of reward tourism , and put forward some deficiencies and prospects in this paper .

【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F592

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