顾客参与、授权及顾客认同对角色外行为的影响研究

发布时间：2019-05-12 19:09

【摘要】：随着服务产业全球化趋势的加强及竞争的加剧，顾客及顾客行为成为了服务企业关注的焦点。服务企业不但关注顾客参与行为，还对顾客角色外行为产生了极大的兴趣，这两类顾客行为已成为服务企业获取竞争优势的关键。优秀的服务企业能够善用顾客参与行为，不断激发顾客角色外行为，使顾客做出有益于企业的行为，因而在激烈的竞争中获得了长足的优势。本研究从国内服务企业的实际出发，基于服务中顾客充当兼职员工这一角色理论视角，引入顾客授权及顾客认同理论，探讨如何使顾客从参与行为向角色外行为转化。本研究首先通过对相关文献的收集、归纳和梳理，界定了顾客角色外行为、顾客参与、顾客授权及顾客认同的内涵及概念，重点对顾客角色外行为以及与顾客角色外行为相近的概念进行了深入分析，指出了顾客角色外行为与其它相近概念的区别，提出了研究切入点；在此基础上，通过对文献研究及回顾，对顾客参与、授权及顾客认同、角色外行为的关系进行了研究，提出了研究假设，确定了顾客参与、授权及顾客认同影响角色外行为概念模型；进一步地，通过深度访谈及问卷调查，开发了中国服务情境下的顾客角色外行为的测量量表，确定了顾客角色外行为的测量维度；接着以问卷调查的方法，获得研究数据，运用探索性因子分析、验证性因子分析及结构方程分析对假设关系进行实证研究；最后，根据实证研究结果得出研究结论，，结合服务业实际，为服务企业提出了相应的管理建议。针对以上研究内容，采用理论分析与实证研究相结合的方法，运用SPSS和AMOS统计软件对调查得来的问卷数据进行分析，验证了本研究所提出的理论模型和相关假设。得到了如下主要结论：顾客角色外行为由顾客帮助、顾客建言及顾客推荐构成；顾客参与对顾客授权产生直接正向影响；顾客参与对顾客认同有正向影响；顾客授权对顾客角色外行为的三个维度均产生显著正向影响；顾客认同对顾客角色外行为有显著正向影响；顾客参与通过顾客认同和顾客授权影响顾客角色外行为，顾客参与能够对角色外行为产生显著的驱动作用。实证结果表明了本研究的理论构想的合理性。根据实证研究结论，本研究给服务企业提出了若干管理建议，认为服务企业可从以下几方面着手：细分顾客的角色行为；明确对顾客的角色期望；增强与顾客的人际互动；充分给顾客授权；为顾客的角色行为提供回报。本研究采用规范研究和实证研究相结合的方法，以顾客角色外行为作为核心研究构念，揭示了顾客从参与行为到角色外行为的中介机制，不仅从理论上丰富及深化了顾客参与及顾客角色外行为理论，还从实践上为国内服务企业充分利用顾客资源，提升竞争优势提供了有益的理论参考。
[Abstract]:With the globalization of service industry and the intensification of competition, customers and customer behavior have become the focus of service enterprises. Service enterprises not only pay attention to the behavior of customer participation, but also have great interest in the behavior outside the role of customers. These two types of customer behavior have become the key for service enterprises to gain competitive advantage. Excellent service enterprises can make good use of customer participation behavior, incessantly stimulate the out-of-role behavior of customers, and enable customers to make behaviors beneficial to the enterprise, thus gaining considerable advantages in the fierce competition. Based on the reality of domestic service enterprises and the theoretical perspective of customer acting as a part-time employee in service, this study introduces the theory of customer authorization and customer identity, and discusses how to transform customers from participating behavior to out-of-role behavior. Firstly, through the collection, induction and carding of relevant documents, this paper defines the connotation and concept of customer's out-of-role behavior, customer participation, customer authorization and customer identity. This paper mainly analyzes the concept of customer out-of-role behavior and its close relationship with customer-outside-role behavior, points out the difference between customer-out-of-role behavior and other similar concepts, and puts forward the starting point of research on customer out-of-role behavior. On this basis, through the literature research and review, the relationship between customer participation, authorization, customer identity and non-role behavior is studied, the research hypothesis is put forward, and the customer participation is determined. Authorization and customer identity affect the conceptual model of out-of-role behavior; Furthermore, through in-depth interviews and questionnaires, the measurement scale of customer out-of-role behavior in the context of Chinese service is developed, and the measurement dimensions of customer out-of-role behavior are determined. Then the questionnaire survey method is used to obtain the research data, and exploratory factor analysis, confirmatory factor analysis and structural equation analysis are used to make an empirical study on the hypothetical relationship. Finally, according to the empirical research results, the research conclusions, combined with the service industry practice, for the service enterprises to put forward the corresponding management recommendations. In view of the above research contents, using the combination of theoretical analysis and empirical research, using SPSS and AMOS statistical software to analyze the questionnaire data, verify the theoretical model and related assumptions proposed in this study. The main conclusions are as follows: customer role layman is composed of customer help, customer advice and customer recommendation; customer participation has a direct positive impact on customer authorization; customer participation has a positive impact on customer identity; Customer authorization has a significant positive impact on the three dimensions of customer out-of-role behavior, and customer identity has a significant positive impact on customer out-of-role behavior. Customer participation influences customer out-of-role behavior through customer identity and customer authorization, and customer participation can play a significant role-driving role in out-of-role behavior. The empirical results show the rationality of the theoretical conception of this study. According to the conclusions of the empirical study, this study puts forward some management suggestions to the service enterprises, and holds that the service enterprises can start from the following aspects: subdividing the role behavior of customers, defining the role expectations of customers, enhancing the interpersonal interaction with customers, and strengthening the interpersonal interaction with customers. Give full authorization to customers; provide rewards for customer role behavior. This study adopts the method of combining normative research and empirical research, takes customer role layman as the core research construction, and reveals the intermediary mechanism of customer from participation behavior to out-of-role behavior. It not only enriches and deepens the theory of customer participation and out-of-role behavior in theory, but also provides a useful theoretical reference for domestic service enterprises to make full use of customer resources and promote competitive advantage.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F719;F274;F224

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