Personnel Service Quality and Patronage Intention— Moderation Analysis of Consumption Emotion

The 5 dimensions of PZB measurement of service quality has been broadly applied in service business, but problems such as “how the 5 dimensions affect consumers”, and “how consumers perceive these dimensions ” are still unconfirmed in empirical research. This paper takes personnel service in department stores as the research object, and runs a multivariate regression on the basis of 420 samples data. The results show that, dimensions of assurance and empathy has a significantly positive influence on consumers ’ patronage intention, and pleasant consumption emotion positively moderates the influence of assurance on patronage intention, while the moderation is not significant for the influence of empathy. The conclusion would be helpful for the service companies to enhance patronage intention even actual purchases by improving different dimensions of service quality perspectively