Employee Communication Behavior In The Service Encounter Research On The Impact Of Customer Participation

In the contemporary competitive environment, to promote and increase customer participation to enhance the competitiveness of enterprises the main means. Because their production and consumption is difficult to separate the properties, most of the service delivery staff and customers are in the interaction of completion. More and more companies are beginning to realize the importance of keep good relationship with customers, improve customer satisfaction, cultivating and maintain customer loyalty has become an important strategy for winning the enterprise market. Customers in service, customer actor important role in importance gradually accepted by people, Development in service delivery on customer participation in the development strategy is to improve the competitiveness of enterprises means necessary.Based on reviewing the staff communication service contact behavior, customer participate in theory, and on the basis of research achievements of it.this, puts forward the research hypotheses, established the theoretical research model, will be the focus of research focused on staff communication behavior on customer participation of effects, with consumer spending mood by SPSS for intermediary variable, statistical analysis method to establish theoretical model is validated and hypothesis testing, so that this research conclusion. The study found:in service contacts, staff appropriate language communication behavior although cannot effectively promote the formation of positive emotional reaction to customers, but inappropriate language communication is the negative affection can trigger customer, which also means employees in communication with customer the language of the factors in the interaction quality influence factors; and more like a health care In nonverbal communication behavior, behave posture, assisted language and physical appearance for the customer the three aspects of both positive and negative emotional reaction has remarkable effect. Employees decent behavior, sincere attitude, appropriate view terets of processing, and kind facial expressions, and moderate tone tone will promote the customer positive emotions produce, and in these respects the lack of negative emotional reaction is caused the main customers causes; The customer the emotional reaction in service encounter will affect them further behavior: positive emotions will promote the customers'participation behavior for negative emotions, to customer participate in significant negative effects. negative emotions stimulated customer hopes to soon be able to leave service scene, simultaneously they participate in writing production, with the staff of behavioral intentions interact will greatly reduced. And in positive emotions state of customers, more likely to actively participate in service delivery process, more willing and employees'positive interaction; Customer participation, the higher the customer loyalty is higher.Results for service enterprise internal marketing and service contact management significance. To service company, it is in service delivery process management customer's challenge is unique. Understand customer in service delivery, the importance of identifying specific cases customer play the role, managers can make strategic, enhance customer participation.