顾客感知价值、顾客能力对顾客继续使用自助服务技术的影响

发布时间：2018-04-25 06:21

本文选题：自助服务技术 + 继续使用　；参考：《企业经济》2017年12期

【摘要】：目前自助服务在我国已经得到广泛应用,自助服务能够显著提高服务效率和降低成本。然而,自助服务技术对顾客能力也有一定要求。顾客在初次使用自助服务后,是否愿意继续使用,不仅影响顾客的体验和满意度,也会对企业的服务效率造成影响。本文以自动售票机为例,构建了顾客感知价值、顾客能力对顾客继续使用自助服务技术的影响整体概念模型,结果表明:顾客感知价值对顾客继续使用自助服务技术具有直接和间接的正向影响,顾客能力中的沟通能力与学习能力维度对顾客继续使用自助服务技术的正向作用显著,知识能力与顾客继续使用自助服务技术之间无显著关系。最后,提出了针对性的营销策略。
[Abstract]:At present, self-service has been widely used in China, self-service can significantly improve service efficiency and reduce costs. However, self-service technology also has certain requirements for customer ability. Whether customers are willing to continue to use self-service after the first use of self-service will not only affect the experience and satisfaction of customers, but also affect the service efficiency of enterprises. Taking automatic ticket vending machine as an example, this paper constructs the overall conceptual model of the impact of customer perceived value and customer ability on the continued use of self-service technology. The results show that customer perceived value has a direct and indirect positive impact on the continued use of self-service technology, and the dimensions of communication ability and learning ability in customer ability have a significant positive effect on the continued use of self-service technology. There is no significant relationship between knowledge ability and the continued use of self-service technology. Finally, put forward the targeted marketing strategy.
【作者单位】：北京工商大学商学院;
【基金】：国家自然科学基金青年项目“UGC情境下顾客参与自助服务补救研究:维度构建、影响因素和机制研究”(项目编号:71202024) 北京市哲学社科规划重大项目“网络零售管理的基础理论研究”(项目编号:15ZDB22) 北京市教委社科计划重点项目“北京市零售业领先用户参与服务创新的管理研究”(项目编号:SZ20161001105)
【分类号】：F274

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