The interaction between customers and service providers during holiday tour experience is more frequent compared with traditional sightseeing,and this interaction will have a great influence on the perceived value and the satisfaction degree of the customers. This paper divides customer perceived interaction into task-oriented,emotional-oriented and self-oriented types and constructs a model of perceived interaction influencing customer satisfaction with perceived value as intermediary. It is found through the empirical study that task-oriented interaction and emotional-oriented interaction have a significant positive influence on perceived value and customer satisfaction with emotional-directed interaction more influential; Self-oriented interaction has a significant negative impact on perceived value and customer satisfaction; and that perceived value plays an intermediary role in the influence of perceived interaction on customer satisfaction. This study provides a new support to explain the influence mechanism of perceived interaction on customer satisfaction in holiday tourism and also provides a basis for enterprise managers to design interactive services that customers really need.
Journal of Shandong Finance Institute