CAJ | 학술논문

随着顾客知识的增长及其对独特性需求体验的追求，顾客不仅要求有更大程度的自主性，更把参与过程的主导性体验视为服务体验质量的重要源泉。本文以美发业为研究情境，将顾客心理感知因素作为过程变量，构建顾客参与影响品牌关系质量的研究框架，结果表明顾客参与对顾客感知价值和顾客服务体验均有显著正向影响，而对顾客正面情感的影响则需通过服务体验实现；顾客感知价值、顾客服务体验和顾客正面情感之间均有密切正向关系；顾客感知价值、顾客正面情感均对品牌关系质量有显著正向影响，而服务体验则需通过顾客正面情感和感知价值对品牌关系质量产生作用。
수착고객지식적증장급기대독특성수구체험적추구，고객불부요구유경대정도적자주성，경파삼여과정적주도성체험시위복무체험질량적중요원천。본문이미발업위연구정경，장고객심리감지인소작위과정변량，구건고객삼여영향품패관계질량적연구광가，결과표명고객삼여대고객감지개치화고객복무체험균유현저정향영향，이대고객정면정감적영향칙수통과복무체험실현；고객감지개치、고객복무체험화고객정면정감지간균유밀절정향관계；고객감지개치、고객정면정감균대품패관계질량유현저정향영향，이복무체험칙수통과고객정면정감화감지개치대품패관계질양산생작용。
With the increasing of customer knowledge and the pursuit of unique needs experience , customers not only require greater autonomy , but also regard dominant experience in participation process as a key source of service experi -ence quality .In the context of hairdressing service , by taking customer psychological perception factors as process varia-bles, the impact mechanism of customer participation on brand relationship quality was built in this paper .The results showed that customer participation has significant positive effects on customer service experience and customer perceived value , and an indirect effect on customer positive emotion via customer service experience ;positive relationship exists in customer perceived value , service experience , and positive emotion;both customer perceived value and positive emotion have significant positive effects on brand relationship quality , while customer service experience affects brand relationship quality via customer perceived value and positive emotion .