The Study On The Relationships Among Customerparticipation, Service Quality And Customer Satisfaction

With the upgrade of consumption structure and the transformation of the industrial structure, service industry plays a more and more important role in the national economy of china. Complains about the service industry from customer are rising as well. In some of the higher customer participation industries, such as banks, hospitals, consultative services, hairdressing shops etc, this kind of situation is more outstanding. Service quality and service process of service products produce very big effect on the customer satisfaction. As customer participates in service process more frequently that we must pay more attention to the relationship between customer participation and customer satisfaction.Research shows that relationship between the two is not just simple linear correlation. There exists many variables between customer participation and customer satisfaction, service quality is a very important one. This paper is focus on the relationships among customer participation, service quality and customer satisfaction in the service industries.This paper conduct a systematic review and relevant documents comb about the related documents and theories of the three ones,put forward a relationship model about customer satisfaction, service quality and customer satisfaction, confirm the research dimensions of each variables,put forward the assumptions,and finally build up the index system of the model.In view of the research methods and conclusions on some of service industries such as hospitals,banks, hairdressing shops,this paper selects the pictorial art service industry as an example for empirical research.Then,we modify and ultimately generate a formal questionnaire after pre-survey questionnaire.This survey collect335valid questionnaires,and enter dates of the results after that. This article make exploratory factor analysis and confirmatory factor analysis by using SPSS17.0software, verify model fitting degree and path coefficient by using the AMOS17.0software. According to the results of the model path,the article modify the model for the ultimate path coefficient and verify the earlier assumptions. Through the inspection, we obtain that the path coefficients between each of the five variables and customer satisfaction are greater than0.3.The conclusion shows that the three path coefficients(ways of customer participation to customer satisfaction,technology quality to customer satisfaction,perceived control to customer satisfaction)are more than0.7,which means that the three variables heavily influence customer satisfaction. Pictorial art service agencies could improve customer’s independent options in the service process, increase customer interaction and the emotional communication,in what way customers could control the service process in a certain extent and complete service process with a pleasant interpersonal relationship.Perfect technology is also essential for customer satisfaction. These measures have obvious effect on improve customer satisfaction.