旅行社顾客教育、顾客的心理受权及消费价值之间的关系

本文在文献研究的基础上,提出一个包含顾客教育、顾客心理受权及消费价值的研究模型,并利用作者在旅行社收集的数据,对模型进行了实证检验。数据分析结果表明:顾客教育对顾客心理受权有显著的直接正向影响;顾客心理受权对顾客感知的风险有显著的直接负向影响,对顾客感知的消费价值有显著的直接正向影响。本次研究结果丰富了学术界在顾客教育、顾客受权的研究成果,对旅行社通过顾客教育增强顾客心理受权感,进而提高顾客感知的消费价值有一定的参考价值。

The Relationships among Customer Education, Psychological Empowerment and Perceived Value in Travel Agencies

Based on the literature review,the authors proposed a research model including customer education,customer psychological empowerment and customer perceived value,and tested the model in travel agencies.The results indicate that customer education has a direct positive effect on customer psychological empowerment;customer psychological empowerment has a direct negative effect on customers’ perceived risk,and a direct positive effect on customers’ perceived value.This paper contributes to the literature in customer education and customer empowerment research,and helps travel agencies to raise customer psychological empowerment and customer value through customer education.