服务场景中社会要素与顾客行为意愿间的关系

发布时间：2018-10-05 07:45

【摘要】：服务场景是服务环境的重要组成部分,对顾客的服务体验有着重要的影响。服务场景中的社会性要素往往能够使置身其中的顾客产生正面的情绪或是较高的感知服务质量,本研究引入了场景印象和消费者的自我一致性以深入探讨服务场景中的社会要素对顾客行为意向的作用机理。在文献回顾的基础上,建立反映各概念关系的理论模型,采用调查法收集数据,应用结构方程模型进行数据分析。研究结果表明,服务场景中社会要素的嵌入有助于顾客形成良好的场景印象,场景印象显著影响消费者的真实/理想自我一致性判断。同时,刺激顾客产生正面情绪和较高的感知服务质量,最终提升顾客的行为意向。另外,消费类型在服务场景中的社会要素和场景印象的关系中起调节效应。在享乐型消费和功能型消费两种不同的消费类型下,服务人员要素对顾客的场景印象的影响不存在明显差异;但在功能型消费中,其他顾客要素对场景印象的影响高于享乐型消费中其他顾客要素对场景印象的影响。该结论为管理者提供了新的管理视角,强调将服务场景中的服务人员和其他顾客作为吸引和保持顾客的重要营销手段,更好地满足顾客的需求,提高顾客正面情绪和感知服务质量,加深对该服务场所的认同,进而促使其做出购买决定。
[Abstract]:Service scenario is an important part of service environment, which has an important impact on customer service experience. The social elements in the service scenario can often lead to positive emotions or a higher perceived quality of service. In this study, scene impressions and consumers' self-consistency were introduced to explore the mechanism of the social factors acting on the customer's behavior intention in the service scenario. On the basis of literature review, a theoretical model reflecting the relationship between various concepts is established. The data are collected by means of investigation, and the data are analyzed by using the structural equation model. The results show that the embedding of social elements in the service scenario can help the customer to form a good scene impression, and the scene impression significantly affects the consumer's true / ideal self-consistency judgment. At the same time, stimulate customers to produce positive emotions and higher perceived service quality, and ultimately enhance customer behavior intention. In addition, consumption types play a regulating role in the relationship between social elements and scene impressions in service scenarios. Under the two different consumption types of hedonic consumption and functional consumption, there is no significant difference in the influence of service personnel elements on the customer's scene impression, but in the functional consumption, The influence of other customer factors on scene impression is higher than that on scene impression in hedonic consumption. The conclusion provides a new management perspective for managers, emphasizing that the service personnel and other customers in the service scenario can be used as an important marketing means to attract and maintain customers, so as to better meet the needs of customers. Improve customer's positive emotion and perceived service quality, deepen the recognition of the service place, and then urge them to make purchase decision.
【作者单位】：东北大学工商管理学院;
【基金】：国家自然科学基金项目“服务场景中的社会线索与顾客行为意向的关系研究”(71072121);国家自然科学基金项目“情绪劳动、服务导向、组织公民行为的多观点多层次集成研究”(71272162)
【分类号】：F719;F713.55

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