THE CONSTRUCTION OF CUSTOMER PARTICIPATION SCALE IN SERVICE INDUSTRY
Date Issued
2007
Date
2007
Author(s)
Chang, Chao-Yi
DOI
zh-TW
Abstract
With the coming of the experience economy, the core of marketing strategy of the company should focus on the interaction with customers not the functions of products. Let customers experience and enjoy the process of co-creating values. Customer participation is one kind of strategies. The purposes of this research are to find out the relevant dimensions of customer participation, and construct a scale with good reliability and validity, which could be used to measure customer participation. It could benefit companies to control customer behavior effectively and raise the quality of services.
The respondents of this research are the employees of some real estate in Taiwan. First, we conducted focus group in the qualitative research; then analyzed and designed the questionnaire according to the transcript. A total of eight hundred and fifty questionnaires were distributed. Six hundred and fifty-seven questionnaires were returned, of which three hundred and sixty-nine was valid. The response rate is 43.41%. SPSS 10.0 was used to item analysis, reliability analysis and exploratory factor analysis with 185 samples selected randomly; then the rest 184 samples were used to assess reliability of the former factors. Finally, LISREL 8.51 was used to confirmatory factor analysis with total samples.
The results showed that reliabilities of all factors are between 0.73 and 0.94, and hypothetical model of Customer Participation Scale fitted the data with indexes of goodness-of-fit. It detests that the instrument is reliable and valid. It constructed four factors named intimate partnership, task-oriented, information sharing and objective-oriented.
In the end, according to the findings, this paper provides contrasts to the practice and suggestions for future research for service workers and following researchers taking references.
Subjects
顧客參與
量表
驗證性因素分析
customer participation
scale
confirmatory factor analysis
Type
thesis
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