本文基于服务互动的理论视角,以 MBA 学生群体为研究对象。构建了一个
从教师互动风格感知到学生忠诚度的研究模型,并在此基础模型上研究了学生满
意度的中介作用以及 MBA 学生群体所处管理层级的调节中介作用。本研究具体
逻辑框架和主要结论如下:
首先,本文对服务互动中的价值共创理论、社会交换理论、共情理论以及权
力对亲社会行为影响机制的相关理论成果进行了梳理。然后就目前有关学生忠诚
度影响机制、服务互动的研究文献进行了回顾,并对这些文献进行了总结述评
指出了前人研究中的不足之处,进一步定位了本文的研究主题
在研究主题的基础上,本文定义了研究中的各种构念,勾画出了整体研究的
理论框架。然后结合价值共创理论提出了本研究中的第一组假设,即交互导向型
互动、任务导向型互动、自我导向型互动三种互动风格对学生满意度的影响;结
合社会交换理论和共情理论提出了本文的第二组假设,即三种互动风格对学生忠
诚度的影响以及学生满意度的中介作用;结合权力对亲社会行为影响机制的理论
成果提出了本文的第三组假设,即 MBA 学生所处管理层级在交互导向型互动和
任务导向型互动两种互动风格通过学生满意度的中介作用于学生忠诚度的调节
作用
通过数据处理、实证分析等环节,本研究得出如下结论:(一)三种互动风
格对学生忠诚度有明显的预测作用,交互导向互动和任务导向互动对学生忠诚度
有正向影响,自我导向互动对学生忠诚度有负向影响。(二)学生满意度在教师III
互动风格和学生忠诚度的关系中起中介作用。(三)交互导向互动经过满意度对
学生忠诚度的中介作用受到 MBA 学生所处管理层级的调节,即学生所处管理层
级越高,交互导向互动经过满意度对学生忠诚度的中介作用越低,反之越强;任
务导向互动经过满意度对学生忠诚度的中介作用受到 MBA 学生管理层级的调
节,即学生所处管理层级越高,任务导向互动经过满意度对学生忠诚度的中介作
用越低,反之越强
基于研究结论,文章在最后提出了一些对策建议,总结了研究不足并展望了
未来可能的研究方向
关键词:教师互动风格,学生满意度,学生忠诚度,调节中介模型IV
An Empirical Study of Impact to Student Loyalty over
Teacher Interaction Style:A Model with Moderated
Mediator
Abstract
Improving student loyalty has important implications for higher learning institutions which
had been offering high-contacted service products.For example, improving student loyalty may
contribute to promoting the brand popularity of colleges and universities and cultivating high-class
alumni who will support the development of alma mater.So,most colleges and universities have
put high value on the relationship between higher learning institution and alumni.They have
established specialized Alumni and Development Office and hold multiple brand events to
strengthen their affective commitment to colleges and universities.But,all these higher learning
institutions have neglected the importance of students’ learning phase that also have significant
effect on student loyalty.
Summing up the above,the research which select MBAs as research object erect an theoretical
model of the mechanism about the impact to student loyalty over teacher interaction style. student
satisfaction’s mediating effect on the relationship between interaction style and student loyalty as
well as management level’s moderating effect on student satisfaction’s mediating effect have also
been taken in consideration.Following are the logical frame and main research conclusions:
First of all,the research have reviewed relevant statements about Value Co-creation
Theory,Social Exchange Theory,Empathy Theory and the influencing mechanism that power
impact on prosocial behavior.Then, relevant literatures on service interaction and student loyalty
have been teased and summarized. Furthermore,the research point out the lack of those researches
and indicate the topic.
Based on the topic,main constructs and the theoretical framework have been defined and
established. The first group of hypotheses based on Value Co-creation Theory have been proposed;
the second group of hypotheses based on Social Exchange Theory and Empathy Theory have been
proposed; the last group of hypotheses based on the influencing mechanism that power impact
on prosocial behavior have been proposed.
The research investigated 359 MBAs in reading and graduated form Lanzhou University and
reached the following conclusions:1.Interactive-oriented interaction and task-oriented interaction
have significant positive effect on student loyalty, Self-oriented interaction has significant negativeV
effect on student loyalty;2.Student satisfaction has mediating effect on the relationship between
interaction style and student loyalty;3.Management level has moderating effect on student
satisfaction’s mediating effect.
Finally,the author summarizes lack of this research and offer some proposal on how to
improve student loyalty.Moreover,the research has also point out the future research directions.
Key words:teacher interaction style,student satisfaction,student loyalty,model
with moderated mediator目录
中文摘要....II
Abstract....IV
第一章 绪论...........1
1.1 研究背景........1
1.1.1 实践背景.........1
1.1.2 理论背景.........2
1.2 研究目的........3
1.3 研究内容........3
1.4 研究方法.........5
第二章 理论回顾与文献述评.......7
2.1 理论回顾........7
2.1.1 价值共创理论回顾.....7
2.1.2 社会交换理论回顾.....9
2.1.3 共情理论回顾.9
2.1.4 权力对亲社会行为影响机制相关理论回顾...........10
2.2 文献述评......12
2.2.1 学生忠诚度影响机制研究现状.......12
2.2.2 服务营销学中关于“服务互动”的研究现状.......13
2.2.3 研究述评.......15
第三章 理论框架与假设.17
3.1 主要构念界定..........17
3.1.1 教师互动风格...........17
3.1.2 学生满意度...173.1.3 学生忠诚度...17
3.2 理论框架....18
3.3 研究假设....19
3.3.1 教师互动风格与学生满意度...........19
3.3.2 教师互动风格、满意度和学生忠诚19
3.3.3 MBA 学生所处管理层级的调节作用..........21
第四章 实证分析.23
4.1 问卷设计........
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