| 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 |
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| 引用本文： | 杨丽华,董冰.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[J].中国农学通报,2012,28(29):310-316. |
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| 作者姓名： | 杨丽华 董冰 |
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| 作者单位： | 中南林业科技大学商学院,长沙,410004 |
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| 基金项目： | 国家社科基金项目(11BGL037);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(11K079) |
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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。
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| 关 键 词： | 概况 概况 |
| 收稿时间： | 2012/1/13 0:00:00 |
| 修稿时间： | 2012/2/11 0:00:00 |
Empirical Study on Tourist Satisfaction and Post-purchase Behaviors in Service Context——Evidences from Leisure Farm Industry in Changsha-Zhuzhou-Xiangtan City Group |
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| Yang Lihua
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Dong Bing.Empirical Study on Tourist Satisfaction and Post-purchase Behaviors in Service Context——Evidences from Leisure Farm Industry in Changsha-Zhuzhou-Xiangtan City Group[J].Chinese Agricultural Science Bulletin,2012,28(29):310-316. |
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| Authors: | Yang Lihua Dong Bing |
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| Institution: | (Business School of Central South University of Forestry & Technology,Changsha 410004) |
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| Abstract: | 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 context were derived and subjected to empirical assessment.SPSS17.0 was used for reliability/validity testing and hypothesis testing.Consistent with most of the previous researches,we concluded that while tourist satisfaction had positive effect on positive post-purchase behaviors,and visa versa.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. |
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| Keywords: | customer satisfaction post-purchase behaviors leisure tourism leisure farm |
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