顧客參與、授權(quán)及顧客認(rèn)同對(duì)角色外行為的影響研究
發(fā)布時(shí)間：2019-05-12 19:09
【摘要】：隨著服務(wù)產(chǎn)業(yè)全球化趨勢(shì)的加強(qiáng)及競(jìng)爭(zhēng)的加劇，顧客及顧客行為成為了服務(wù)企業(yè)關(guān)注的焦點(diǎn)。服務(wù)企業(yè)不但關(guān)注顧客參與行為，還對(duì)顧客角色外行為產(chǎn)生了極大的興趣，這兩類(lèi)顧客行為已成為服務(wù)企業(yè)獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵。優(yōu)秀的服務(wù)企業(yè)能夠善用顧客參與行為，不斷激發(fā)顧客角色外行為，使顧客做出有益于企業(yè)的行為，因而在激烈的競(jìng)爭(zhēng)中獲得了長(zhǎng)足的優(yōu)勢(shì)。本研究從國(guó)內(nèi)服務(wù)企業(yè)的實(shí)際出發(fā)，基于服務(wù)中顧客充當(dāng)兼職員工這一角色理論視角，引入顧客授權(quán)及顧客認(rèn)同理論，探討如何使顧客從參與行為向角色外行為轉(zhuǎn)化。 本研究首先通過(guò)對(duì)相關(guān)文獻(xiàn)的收集、歸納和梳理，界定了顧客角色外行為、顧客參與、顧客授權(quán)及顧客認(rèn)同的內(nèi)涵及概念，重點(diǎn)對(duì)顧客角色外行為以及與顧客角色外行為相近的概念進(jìn)行了深入分析，指出了顧客角色外行為與其它相近概念的區(qū)別，提出了研究切入點(diǎn)；在此基礎(chǔ)上，通過(guò)對(duì)文獻(xiàn)研究及回顧，對(duì)顧客參與、授權(quán)及顧客認(rèn)同、角色外行為的關(guān)系進(jìn)行了研究，提出了研究假設(shè)，確定了顧客參與、授權(quán)及顧客認(rèn)同影響角色外行為概念模型；進(jìn)一步地，通過(guò)深度訪(fǎng)談及問(wèn)卷調(diào)查，開(kāi)發(fā)了中國(guó)服務(wù)情境下的顧客角色外行為的測(cè)量量表，確定了顧客角色外行為的測(cè)量維度；接著以問(wèn)卷調(diào)查的方法，獲得研究數(shù)據(jù)，運(yùn)用探索性因子分析、驗(yàn)證性因子分析及結(jié)構(gòu)方程分析對(duì)假設(shè)關(guān)系進(jìn)行實(shí)證研究；最后，根據(jù)實(shí)證研究結(jié)果得出研究結(jié)論，，結(jié)合服務(wù)業(yè)實(shí)際，為服務(wù)企業(yè)提出了相應(yīng)的管理建議。 針對(duì)以上研究?jī)?nèi)容，采用理論分析與實(shí)證研究相結(jié)合的方法，運(yùn)用SPSS和AMOS統(tǒng)計(jì)軟件對(duì)調(diào)查得來(lái)的問(wèn)卷數(shù)據(jù)進(jìn)行分析，驗(yàn)證了本研究所提出的理論模型和相關(guān)假設(shè)。得到了如下主要結(jié)論：顧客角色外行為由顧客幫助、顧客建言及顧客推薦構(gòu)成；顧客參與對(duì)顧客授權(quán)產(chǎn)生直接正向影響；顧客參與對(duì)顧客認(rèn)同有正向影響；顧客授權(quán)對(duì)顧客角色外行為的三個(gè)維度均產(chǎn)生顯著正向影響；顧客認(rèn)同對(duì)顧客角色外行為有顯著正向影響；顧客參與通過(guò)顧客認(rèn)同和顧客授權(quán)影響顧客角色外行為，顧客參與能夠?qū)巧庑袨楫a(chǎn)生顯著的驅(qū)動(dòng)作用。實(shí)證結(jié)果表明了本研究的理論構(gòu)想的合理性。根據(jù)實(shí)證研究結(jié)論，本研究給服務(wù)企業(yè)提出了若干管理建議，認(rèn)為服務(wù)企業(yè)可從以下幾方面著手：細(xì)分顧客的角色行為；明確對(duì)顧客的角色期望；增強(qiáng)與顧客的人際互動(dòng)；充分給顧客授權(quán)；為顧客的角色行為提供回報(bào)。 本研究采用規(guī)范研究和實(shí)證研究相結(jié)合的方法，以顧客角色外行為作為核心研究構(gòu)念，揭示了顧客從參與行為到角色外行為的中介機(jī)制，不僅從理論上豐富及深化了顧客參與及顧客角色外行為理論，還從實(shí)踐上為國(guó)內(nèi)服務(wù)企業(yè)充分利用顧客資源，提升競(jìng)爭(zhēng)優(yōu)勢(shì)提供了有益的理論參考。
[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.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F719;F274;F224
本文編號(hào)：2475628
[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.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F719;F274;F224
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本文編號(hào)：2475628
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