Research On Customer-to-customer Interaction’s Influence On Perceived Service Quality

Service quality has always been the most important area of research in service marketing, also been the most concentrated service management researchproblem so far. Meanwhile, with the service industry competition environmentbecoming more motivation, the perception of service quality is also thought tobe the decisive factor in the development of enterprises to seek.Customer-to-customer interaction as the maximum amount and frequency phenomenon in service industry especially in High-contact service industry, whether will impact on Perceive quality of Service, how to impact, has the research value. Some research has put forward to improve the Perceive quality of Service from the perspective of CCI, but mostly just stay in the qualitative description stage. This research selects the typical High-contact service industries—the entertainment industry as the research objects, and use empirical analysis, explores the CCI influences the perception of service quality problem such asmechanism and effect and the influence way, hope to have a deeper understanding of the influence process.This research firstly reviews research literature on CCI, the Perception ofService quality and customer compatibility, then build a theoretical model of the influence between CCI and the Perceived Service Quality, put forward the relevant hypothesis, finally collect the relate data through the questionnaire, andapply the software SPSS19.0to make empirical analysis and research hypothesis of427effective questionnaires. This research obtains the following results:First: The CCI in entertainment industry has a effect on the perceived service quality, but the four dimensions namely etiquette violation, interference conflict, friendly communication and share assistance have different influence onPerceive quality of Service. Etiquette violation only has a negative impact onassurance and empathizing; interference conflict has a s negative impact on tangibles, reliability, responsiveness, assurance and empathizing such as the five dimensions; friendly communication only has a positive impact on reliability, res ponsiveness, assurance and empathizing such as four dimensions; share assistance has a impact on tangibles, reliability, responsiveness, assurance and empathizing such as five dimensions.Second: The CCI in entertainment industry has a effect on the customer compatibility. Etiquette violation and interference conflict have a negative impacton the customer compatibility, friendly communication and share assistance have a positive impact on the customer compatibility.Third: The CCI in entertainment industry can influence the perceived service quality mainly through the mediate role of customer compatibility. But fourdimensions of the CCI on the influence mechanism of perceived service quality also have certain differences, Etiquette violation only affect empathizing through the mediate role of customer compatibility; interference conflict affect tangibles,reliability,responsiveness and assurance through the mediate role of customer compatibility; friendly communication affect reliability, responsiveness, assurance and empathizing through the mediate role of customer compatibility; shareassistance only affect tangibles and reliability through the mediate role of customer compatibility.In general, this study not only enrich the relevant theoretical knowledge of the CCI, and provicees a new perspective for the perceived service quality in the field of cross research, and provice a theoretical guICance and improving suggestions for the development of domestic entertainment industry.