谢礼珊,彭家敏

• 1:中山大学管理学院

摘要(Abstract)：

一线员工顾客需求知识(customer need knowledge,CNK)的研究开始受到营销学者的重视,对CNK测量量表的研究目前还很少,影响学术界对CNK的前置和后置因素进行深入的实证研究。本文以旅行社一线员工为主要研究对象,采用访谈法、扎根理论编码分析、内容分析以及问卷调查等多种研究方法,编制基于服务互动过程的一线员工顾客需求知识(CNK)量表,并通过定量分析,在旅行社对这个量表进行反复检验。可靠性分析、探测性分析、确认性与二阶因子分析、多元回归分析结果表明,作者编制的由3个维度共计18个计量项目组成的一线员工顾客需求知识(CNK)量表具有较好的可靠性、会聚有效性、鉴别有效性和预测有效性,可用于计量旅行社业的一线员工顾客需求知识(CNK)水平。论文对研究结果进行了讨论,并对学术界今后的研究方向提出了一些看法。

关键词(KeyWords)： 一线员工顾客需求知识(CNK);测量量表;服务互动质量;顾客满意感

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金“服务型企业一线员工顾客需求知识(CNK)研究”(71172166);; 广东省自然科学基金“服务型企业一线员工顾客需求知识(CNK)的跨层次研究”(S2011010001540)资助

作者(Author): 谢礼珊,彭家敏

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