Study On Influence Mechanism Of Customer Involvement On Customer Loyalty Under New Tourism Operational Type Based On The Service Personal Value Perspective

It was proposed in The 13th Five-Year Plan for National Economic and Social Development of the People's Republic of China that service industry should be promoted towards its medium and high ends from both supply and demand front.The development of new tourism operational type,stands for exactly one of the mentalities of supply side reform on tourism,acts as a powerful weapon to push its transformation and upgrading of tourism industry.Topic of the new tourism operational type is becoming one of the front-burner issues focused by insiders.With the constant expansion of the Chinese middle class population,new operational types,representing by cruise tourism and internet travel,are flourishing,it is crucial for tourism enterprises to figure out how to meet their requests with better products and services.Owing to the characteristics of intangibility of tourism service as well as dissimilarity,perishability and the simultaneity of production and consuming,customer's high involvement has become the important factor of the service performance and primary source of competitive advantage for newly-rising tourism companies.Nevertheless,relevant researches with customer's involvement mostly focused on new product development of manufacturing industry,rarely set foot in the mechanism and influence of customer's involvement in the field of new tourism type of operation.Based on the needs of above-mentioned reality and theory,from the viewing angel of service personal value,this research inquires into the relations among customer's involvement,service personal value and customer's loyalty in different context both online and offline among new operational types of China tourism.On account of the induction and deduction of the related articles in the fields of service-dominate logic theory,customer value theory,customer loyalty theory,customer involvement and service personal value,this research constructs a theoretical model of the customer involvement influencing customer loyalty under Chinese new tourism operational type.To verify and enrich this model,this research selects offline cruise and online tourism community as study context,employs two different quantitative research methods respectively,namely survey method and experimental method,launches the research of two empirical studies as follows:?.First study:influence study of offline cruise customer's involvement to their loyalty.Taking three dimensions of service personal value as mediating variables,namely peaceful life value,social recognition value and social integration value,study one constructs a theoretical model framework of how customer's involvement influences their royalty,kicks around its influence mechanism by making price sensitivity as moderating variable.With the analysis on factors,regression and structural equations of on the spot questionnaires survey to chinese cruise customers,results indicate that:customer's involvement affects their loyalty significantly;peaceful life value and social integration value play part of mediation role between the involvement and loyalty of customers;chinese cruise customers with high price sensitivity experience better upgrading of personal value brought by cruise travel,which intensifies their intention of repurchase and strengthen their loyalty.II.Second study:influence study of online tourism community customer's involvement to their loyalty.On the results concluded from offline cruise context,converting the research context to online tourism community,this study redefines and divides the involvement of tourism community customers upon the breadth and depth of their involvements,and at the same time,introduces service personal value and sense of virtual community as mediating variable,with an intention to discover further of the influence mechanism about customer involvement to their loyalty.Using situation experiment method,this research launched investigations on college students,graduate students and on-the-job MBA students,carried out regression analysis and structural equation analysis to the relevant data and found:depth of involvement in online tourism community customers impacts positively to their loyalty,and the breadth of involvement affects the loyalty with an inverted“U”shape.Sense of virtual community and three dimensions of service personal value play a complete mediation effect between customer's involvement and loyalty,which means the black boxes of the online tourism community customer involvement to their loyalty are completely unveiled by this research.The above empirical research results uncover the relationship among customer involvement,service personal value and customer loyalty,and at the same time verify its reasonableness of the theoretical model suggested by this research.To cut a long story short,no matter in online or offline newly-rising tourism companies,customers'involvements always help to strengthen their loyalty;service personal value has significant driving effect and acts as a new approach to promote customer's loyalty.This research combines theories and literatures of mental philosophy,consumer behavior,sociology and tourism science,introduces empirical analysis methods united with standard study,investigation method and experiment method,enriches and develops trends of research on customer involvement,personal value,customer loyalty and tourism service innovation,offers constructive action guide and concrete marketing strategy for companies of cruise and internet travel to manage customer's involvement and loyalty.