【作者】 陈晓；

【导师】 温德成；

【作者基本信息】 山东大学 ， 管理科学与工程， 2020， 博士

【摘要】 以顾客为关注焦点是质量管理八项基本原则之首,顾客关系是质量管理领域的重要研究方向。随着移动互联网、社交媒体等技术出现和高速发展,当今的市场环境发生了巨大的变化。市场交易主导权逐渐被顾客掌握,顾客从以往的“价值被动接受者”变为“价值主动创造者”。除了“产品购买者”这个交易性角色之外,顾客在当今的市场中扮演了更为丰富的非交易性角色。这些新的角色包括但不限于帮助企业销售产品的“营销员”、参与新产品开发的“研发员”和积极与其他顾客互动、主动为其他顾客提供帮助的“售后服务者”。现实的变化催生了顾客契合(consumer engagement,CE)构念的诞生。目前,学术界普遍认为顾客契合是顾客在对某产品或品牌的高度的情感依恋的基础上发展出的一种心理状态。然而,在管理实践中,频频出现一类为了外在利益而展现顾客契合行为的顾客。例如,为了获得奖金而在社交媒体向朋友推荐某产品;为了建立良好的个人形象、获得他人的尊重而经常“打卡”某些网红产品;虽然不感兴趣,但是为了维持友情而参加由朋友发起的“淘宝盖楼”活动。在本研究中,基于对某产品或品牌的情感依恋而形成的顾客契合被称为感性顾客契合;以追求某种外在利益为基础而形成的顾客契合被称为理性顾客契合。虽然两类顾客契合在管理实践中都扮演了重要角色,但目前学术界的关注点主要聚焦于前者,缺少对理性与感性顾客契合间的区别与联系的关注。因此,本研究从理性与感性的视角出发,对顾客契合的概念、产生及作用机理进行重新审视。具体来说,包括了四项研究内容。第一项内容(理性与感性顾客契合的概念化研究)聚焦于顾客契合的本质,第二项内容(感知质量对理性与感性顾客契合的作用机理研究)和第三项内容(基于自我决定理论的顾客契合动机研究)聚焦于顾客契合的产生机理,第四项内容(顾客契合能力测量模型构建与应用研究)聚焦于顾客契合的作用机理。(1)理性与感性顾客契合的概念化研究要对理性顾客契合与感性顾客契合这两个新的构念进行研究,首先要对这两个构念进行概念化。研究内容一使用扎根理论的方法对两类顾客契合的概念进行了探索性研究,得到了顾客契合的定义及内在维度、理性与感性顾客契合的定义及区别、顾客契合水平划分矩阵及两类顾客契合发展路径模型等成果。基于扎根理论的研究结果,顾客契合被定义为顾客在与焦点对象互动过程中的心理和行为投入水平。其中,顾客心理投入又包含了顾客的认知投入、情感投入;顾客行为投入表现为推荐、评论、反馈、主动保护契合对象的形象、帮助其他顾客等多种行为形式。在顾客契合定义的基础上,研究提出感性顾客契合是由情感维度主导产生的,具有行为持续时间长、形式丰富的特点;理性顾客契合是由认知维度主导产生的,具有行为时间短、形式单调的特点。研究内容一还得到了顾客契合发展路径模型。研究提出了一个以顾客的情感投入和行为投入作为划分维度的二维的顾客契合水平划分方法。将顾客契合水平划分为不契合(低情感投入和低行为投入)、浅层契合(低情感投入但高行为投入)、潜在契合(高情感投入但低行为投入)和完全契合(高情感投入和高行为投入)等四个维度。研究提出,从不契合到完全契合,感性顾客契合的发展路径为:不契合-潜在契合-完全契合,而理性顾客契合的发展路径为:不契合-浅层契合-完全契合。在此过程中,两类顾客契合存在相互转化的可能性。(2)感知质量对理性与感性顾客契合的影响机理研究第二项研究内容基于顾客契合周期理论提出了感知质量对理性与感性顾客契合影响的理性模型,使用经典的结构方程模型方法对该模型进行了验证。感知质量是影响顾客契合的产生的重要外部因素。在以往的研究中,感知质量被认为是交易性顾客关系(例如顾客信任、顾客忠诚)的主要影响因素,但是感知质量对于顾客契合,特别是对理性与感性顾客契合的影响机制尚不明确。基于顾客契合周期理论,提出了“感知质量-顾客满意-顾客承诺-顾客契合”的顾客关系发展模型。感知质量是顾客与企业交易性互动的主要结果,顾客满意是短期交易关系中的核心构念,算计承诺和情感承诺是长期交易关系中的核心构念,理性契合和感性契合则是非交易关系中的核心构念。研究通过演绎推理提出了感知质量对顾客契合影响的理论模型,并使用问卷调查法收集数据,使用经典的结构方程模型方法对该理论模型进行了验证。研究发现,感知质量能够对短期的顾客满意产生正向的直接影响,进而正向影响长期的算计承诺和情感承诺,这两者又分别是理性契合和感性契合的直接前因。此外,研究还验证了理性顾客契合对感性顾客契合的正向影响。(3)基于自我决定理论的顾客契合动机研究第三项研究内容综合使用了扎根理论、文献分析、理论演绎、因子分析等方法,对理性与感性顾客契合的动机进行了探究,其主要成果为理性与感性视角下的顾客契合动机模型。动机是引起和维持个体为实现某一目标而进行活动的内部驱动力,是决定个体能够表现行为的重要内在因素。该研究包含了三个部分。一是顾客契合动机类型的识别。通过将扎根理论方法和文献分析方法分别得到的动机类型进行对比,得到了功利动机、合群动机、他人认同动机、知识动机、利他动机、享乐动机、情感动机等七类主要的顾客契合动机。二是顾客契合动机模型的构建。本研究基于自我决定理论,对七种顾客契合动机与两类顾客契合之间的关系进行了演化推理,提出了理性与感性视角下的顾客契合动机模型。理性顾客契合动机包括功利动机、合群动机、他人认同动机、知识动机,而感性顾客契合动机包括利他动机、享乐动机、情感动机。三是通过因子分析等数理统计方法对顾客契合动机模型进行了验证。(4)顾客契合能力测量模型构建及应用研究第四项研究内容使用社会网络分析等多种方法构建了顾客契合能力的测量模型,并对该模型的应用进行了演示。该部分的主要研究成果为顾客契合能力概念模型以及顾客契合能力测量模型。个体的行为能力是影响个体行为展现以及行为结果的重要内在因素。当个体具有较高的行为能力时,就能够为企业创造更大的价值。因此,识别并测量影响顾客契合价值的关键个体能力,是顾客契合产生机理的一项重要内容。第四项研究首先基于顾客契合资源理论,识别出了社交能力、影响能力、学习能力和创造能力等四种核心顾客契合能力。其次,分别给出了四类核心能力的测量方法,即使用标准有权亲密中心度测量社交能力,使用改进广义霍德贝克指数测量影响能力,使用主观产品知识量表测量学习能力,使用同感评估技术测量创造能力。在不同的任务情境中,四种能力的重要程度不同,因此在计算总顾客契合能力时,应根据任务情境为四个子能力赋予不同的权重。最后,本研究以一个小型社会网络为例对顾客契合能力模型的应用进行了演示。更多还原

【Abstract】 Focusing on customers is the primary principle of quality management.Customer relationship is an important topic in the field of quality management.With the emergence and rapid development of mobile Internet,social media and other technologies,the market environment today has undergone tremendous changes.The traditional firm-dominant market is gradually turned into a customer-dominate market.Customers turn from passive value recipients to active value creators.In addition to the transactional role of "product buyer",customers play more non-transactional roles in today’s market.These new roles include,but are not limited to,"marketers" who help firms sell products,"developers" who participate in new product development,and "after-sales servicers" who actively interact with other customers and take the initiative to help them.These changes gave birth to the construct of customer engagement(CE).It is generally accepted in current academic research that CE is based on the deep emotional attachment to a product or brand.However,in reality,the phenomenon that customers show CE behavior for external benefits is widespread.For example,some customers recommend a product to a friend in social media in order to get a bonus.In this thesis,the emotional attachment-based CE is called emotional CE,while the external benefit-based CE is called rational CE.Although both the two types of CE play important roles in management practice,rational CE received very little attention in the current academic research.Therefore,from the rational and emotional perspectives,this study aims at exploring the concept,the developing mechanism and the affecting mechanism of rational and emotional CE.Specifically,four studies are included.(1)Conceptualization of rational and emotional CEThe first study uses the method of grounded theory to explore the concept of CE,define rational and emotional CE,and develop the CE level matrix.CE is defined as the level of customers’ psychological and behavioral investment in specific object interactions.Psychological investment reflects customers’ cognitive(i.e.,object-related thought processing)and emotional(i.e.,object-related affection)engagement with objects,while behavioral investment refers to the objective resources(e.g.,time,money,energy,social network resource,skills,and knowledge)that customers invest in object-related interactions.The customers whose relationship with the object is dominated by affection and based on emotional attachments are defined as emotionally engaged customers,while the customers whose relationship with the object is dominated by cognition and bases on separable benefits are defined as rationally engaged customers.By cross-classifying the emotional investment with behavioral investment at high and low levels of each,four CE levels arise,namely non-engagement,shallow engagement,potential engagement,and total engagement.Between low and high engagement levels,emotionally engaged customers follow the development route of non-engagement,potential engagement,and total engagement,while rationally engaged customers follow the development route of non-engagement,shallow engagement,and total engagement.(2)The effects of perceived quality on rational and emotional CEPerceived quality is an important external factor affecting CE.In previous studies,perceived quality is considered to be a primary antecedent of transactional customer relationships(e.g.,customer trust,customer loyalty),however,the influence of perceived quality on rational and emotional CE is not clear.Based on the theory of customer engagement cycle,a customer relationship development model of "perceived quality-customer satisfaction-customer commitment-customer engagement" is proposed.The data is collected by online questionnaire,and the structural equation model method is used to examine the theoretical model.It is found that perceived quality can positively effect rational and emotional CE through influencing short-term customer satisfaction and long-term calculative and affective commitment.(3)Rational and emotional customer engagement motivationsIn the third study,four methods of rooted theory,literature analysis,theory deduction,and factor analysis are used to explore the motivations of rational and emotional CE.Motivation is an internal driver of an individual’s behavior.The study contains three parts.First,seven motivations of CE are identified by comparing the motivation types obtained through rooted theory method and literature analysis method,including utilitarian motivation,social motivation,identification motivation,knowledge motivation,altruistic motivation,hedonic motivation and affective motivation.Second,the rational and emotional CE motivation model is developed.Based on the self-determination theory,this study proposes that rational CE motivations include utilitarian motivation,social motivation,identification motivation,and knowledge motivation,while emotional CE motivations include altruistic motivation,hedonic motivation and affective motivation.Third,factor analysis and other statistical methods are used to verify the CE motivation model.(4)The measurement model of CE abilityThe fourth study uses social network analysis and other methods to explore the measurement of CE ability.The individual’s behavior ability is an important internal factor which affects the individual’s behavior results.When an individual has a higher behavioral ability,he/she can create greater value for the firm.Therefore,identifying and measuring the key CE abilities is an important topic.In the fourth study,based on the theory of CE resources,four CE abilities are identified,namely network ability,influence ability,knowledge ability and creation ability.Secondly,four measurement models are developed based on the intimate centrality,the Hoede-Bakker index,the subjective product knowledge scale,and the consensual assessment technique.In different situations,the importance of the four abilities is different.Therefore,when calculating the total CE ability,different weights should be given to the four sub-abilities according to the situation.Finally,this study takes a small social network as an example to demonstrate the application of CE ability measurement model.更多还原