国外顾客体验文献回顾——一个综合框架

发布时间：2018-12-06 11:55

【摘要】：伴随着体验经济时代的到来,顾客在消费过程中越来越看重整体的顾客体验,为顾客提供更好的体验成为商家吸引顾客、体现差异化、提高竞争优势的重要手段。基于对国外现有文献的检索、阅读和分析,可按照前因—后果逻辑,建立顾客体验概念框架,进而根据该框架将相关文献依照主题划分为顾客体验定义及测量研究、顾客体验前因及管理机制研究、顾客体验后果及转化机制研究、顾客体验调节机制研究等几个大类。其中,在顾客体验定义及测量研究方面,现有研究考虑到了情境差异对顾客体验的影响,却忽视了顾客群体异质性对体验测量的影响,未来研究可根据不同的体验情境,针对不同的顾客群体,探索顾客体验测量问题;在顾客体验前因及管理机制研究方面,需要进一步探讨不同渠道、不同技术水平下提升顾客体验、加强顾客管理的途径,需要从动态角度研究顾客以往体验对未来体验及行为的影响,需要进一步研究服务补救维持乃至提高顾客体验的路径;在顾客体验结果及转化机制研究方面,需要深入研究顾客体验对顾客行为的具体影响;在顾客体验调节机制研究方面,现有文献有关复杂调节机制的研究明显不足,需要深入研究不同调节因素的作用以及多种调节因素之间的交互关系。
[Abstract]:With the arrival of the experience economy era, customers pay more and more attention to the overall customer experience in the process of consumption, and provide a better experience for customers to become an important means for businesses to attract customers, reflect differentiation, and improve their competitive advantage. Based on the retrieval, reading and analysis of the existing foreign literature, the conceptual framework of customer experience can be established according to the antecedent-consequence logic, according to which the relevant literature can be divided into the definition and measurement of customer experience according to the topic. The research on customer experience antecedent and management mechanism, customer experience consequence and transformation mechanism, customer experience adjustment mechanism and so on. In terms of the definition and measurement of customer experience, the existing studies take into account the impact of situational differences on customer experience, but ignore the influence of heterogeneity of customer groups on the measurement of customer experience. The future research can be based on different experience situations. Aiming at different customer groups, this paper explores the measurement of customer experience. In the research of customer experience antecedents and management mechanism, it is necessary to further explore the ways to enhance customer experience and strengthen customer management under different channels and different technical levels. It is necessary to study the influence of customer's past experience on future experience and behavior from a dynamic point of view, and to further study the path of service remedy maintenance and even improvement of customer experience. In the research of customer experience results and transformation mechanism, we need to study the specific impact of customer experience on customer behavior. In the research of customer experience adjustment mechanism, the existing literature about complex regulation mechanism is obviously insufficient, need to study the role of different regulatory factors and the interaction between various regulatory factors.
【作者单位】：中国人民大学商学院;中国人民大学信息学院;
【基金】：中国人民大学2015年度拔尖创新人才培育资助计划项目“线上线下协同与消费体验:基于服务主导逻辑的视角” 国家自然科学基金资助项目“线上线下互动对老年人在虚拟社区知识分享的影响研究”(71273265) 国家社会科学基金重大项目“国家数字档案资源整合与服务机制研究”(13&ZD184)
【分类号】：F274

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