餐饮业顾客参与对忠诚度影响的机制研究

餐饮业顾客参与对忠诚度影响的机制研究

Mechanisms Linking Customer Participation to Customer Loyalty in theCatering Industry

作者：毛威(澳门城市大学 商学院，澳门 999078)

摘 要：本文根据我国餐饮业情况，从顾客参与的角度出发，研究餐饮业顾客参与，顾客感知服务质量，顾客忠诚度和顾客信任度之间的关系，发掘表象下更深层的本质，为餐饮企业提升顾客忠诚度提供理论支持和实践指导。在综述国内外大量学术理论基础上，以餐饮业为背景，建立以顾客参与为因变量，顾客忠诚度为自变量，顾客感知服务质量和顾客信任为中介变量的研究模型。本研究采用定量研究的方式，基于成熟量表设计问卷，面向餐饮消费者开展实证调查，数据收集完毕后运用描述性统计分析、信度和效度分析、结构方程模型等方法，对研究假设进行分析和验证，结果显示顾客参与显著正向影响顾客忠诚度，而顾客参与同时也正向影响顾客感知服务质量和顾客信任。此外，顾客感知服务质量和顾客信任在顾客参与与顾客忠诚度之间起到了显著中介作用。本研究不仅为餐饮企业提供了提升顾客忠诚度的新视角，也为学术界进一步探讨顾客参与在服务业中的作用机制提供了实证依据。

关键词：顾客参与;顾客忠诚度;顾客感知服务质量;顾客信任;餐饮业

Abstract:This study examines the relationships among customer participation, perceived servicequality, customer trust, and customer loyalty in the context of China's catering industry. Drawingon existing literature, a conceptual model is developed in which customer participation influencescustomer loyalty both directly and indirectly through perceived service quality and customertrust.A quantitative research design is employed, using survey data collected from cateringconsumers based on well-established measurement scales. The empirical results reveal thatcustomer participation has a significant positive effect on customer loyalty. In addition, customerparticipation positively influences both perceived service quality and customer trust. Furthermore,perceived service quality and customer trust are found to play significant mediating roles in the relationship between customer participation and customer loyalty. These findings providevaluable managerial implications for enhancing customer loyalty in the catering industry andoffer empirical evidence for understanding the mechanisms of customer participation in servicecontexts.

Keywords:Customer Participation; Customer Loyalty; Perceived Service Quality; CustomerTrust; Catering Industry.

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