【作者】 孙伟；

【导师】 唐守廉；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2021， 博士

【摘要】 20世纪90年代以来,各类自助服务在金融、零售、航空、酒店、医疗、运输、公共政务等行业得到广泛应用。自动存取款机、自助收银机、在线购物、网络银行、移动支付、无人零售、自助值机、医院自助挂号缴费机、基于人工智能的服务机器人等自助服务已成为人们日常生活的常态。与传统人际服务“低技术高接触”的特点不同,自助服务的高技术含量及缺乏人际互动等特点使得自助服务失败在所难免,也使得企业监控服务失败后顾客的反应并采取及时有效的服务补救措施变得更加困难。因此,自助服务失败经常被企业所忽视。但相比较于传统人际服务,自助服务失败给企业带来的负面影响可能更大。在遭遇自助服务失败而又没有服务人员及时在现场提供帮助的情况下,顾客必须扮演服务人员的角色,独立承担自助服务补救工作。因此,理解顾客在自助服务失败后的应对倾向及独立参与自助服务补救的影响机制对服务管理领域的学者及提供自助服务的企业管理者都非常重要。鉴于自助服务的各种优势,企业在推行自助服务的过程中,出于节省成本或简化服务流程的考虑,往往直接将自助服务强行替代人工服务(例如,地铁、航空等公共交通服务),强迫顾客选择自助服务而不是人工服务来完成服务交付。在不同使用意愿(强迫使用vs.自愿使用)情况下,遭遇自助服务失败后的顾客会如何进行失败责任归因并做出何种应对?对于提供自助服务的企业而言,理解顾客在不同使用意愿情况下遭遇自助服务失败后的责任归因及其应对倾向的规律也显得非常重要。众所周知,顾客在不同使用环境中会有到不同的服务体验,而且他们往往会根据特定的服务情景来评估其服务感知价值。在日常生活中,经常出现大量人群排队使用公共自助服务的情形(例如,地铁自助售票机、商店自助收银机、主题公园自助售票机、医院自助挂号缴费机等),由此导致顾客拥挤感知明显增强。与此同时,使用公共自助服务的顾客也往往面临时间压力的限制。已有研究表明,拥挤感知、时间压力等压力情景因素会对顾客情绪及其服务体验产生重要影响。而在顾客遭遇自助服务失败后,压力情景因素如何影响顾客独立参与自助服务补救意愿及其后续行为意向?这也成为服务管理领域的学者及推行自助服务的企业管理者面临的一个重要议题。近年来,自助服务失败及补救的研究逐渐受到国内外学者的关注。然而,相比较于目前层出不穷的企业自助服务管理中的实践问题而言,现有自助服务失败及补救的实证研究却显得较为缺乏,与企业管理实践的需求相差甚远,无法为推行自助服务的企业提供有效应对自助服务失败的措施。现有相关研究的不足主要体现在:(1)现有自助服务失败及补救的实证研究都是基于美国等发达国家,对发展中国家(如中国)的自助服务失败及补救研究却较少关注,尚未发现对中国顾客的在线自助服务失败及补救类型的研究。这与中国的在线自助服务的快速发展中的实践需求存在明显差距。(2)现有自助服务研究延伸自信息系统领域,倾向于从“技术”层面来探讨自助服务采纳及持续使用行为,往往忽略了从“人”的层面对在自助服务使用(或持续使用)过程中遭遇服务失败后的顾客应对及参与自助服务补救的影响机制进行研究。(3)相比较于现有丰富的传统人际服务补救研究,学者们对顾客在自助服务补救中的角色及顾客独立参与自助服务补救的机制的研究仍较为缺乏。现有为数不多的自助服务补救研究集中在顾客-企业共同参与自助服务补救,而对顾客独立参与自助服务补救的影响机制缺乏深入研究。目前尚不清楚顾客是否愿意以及在何种条件下愿意独立参与服务补救。本研究的目的是在对自助服务失败及补救类型进行探索性研究的基础上,考察自助服务失败后顾客应对及独立参与自助服务补救的影响机制,全面揭示顾客从遭遇自助服务失败后的应对倾向到其独立参与自助服务补救行为的整个服务接触流程中的顾客行为规律,为正在推行及准备推行自助服务的企业管理实践提供重要的理论支持和管理建议。本研究主要包括三个子研究:(1)研究一(第3章)以在线自助服务作为研究对象,采用关键事件技术法,通过调查顾客在使用在线交易性自助服务中遇到的服务失败事件和经历,对自助服务失败和补救的类型进行探索性研究。研究结果表明:在线自助服务失败类型按照常见程度可以划分为技术失败、过程失败、设计失败以及顾客导致失败等4种类型;在线自助服务补救类型按照常见程度可以划分为顾客独立补救、无补救行为及顾客-企业共同补救等3种类型。(2)研究二(第4章)基于权力接近-抑制理论、归因理论和压力应对理论,采用三个情景模拟实验设计,检验使用意愿(强迫vs.自愿)对自助服务失败后顾客应对的影响机制,考察服务失败严重程度的调节效应和自助服务失败归因的中介效应。研究结果表明:使用意愿正向影响自助服务失败后顾客应对;控制点归因和稳定性归因中介了二者的关系;自助服务失败严重程度调节了使用意愿对顾客应对、控制点归因及稳定性归因的影响关系。(3)研究三(第5章)基于权力接近-抑制理论和心理韧性理论,采用三个情景模拟实验设计,检验压力情境因素(拥挤感知和时间压力)对顾客独立参与自助服务补救的影响机制,考察顾客情绪的中介效应和顾客心理韧性的调节效应。研究结果表明:拥挤感知负向影响顾客情绪;顾客情绪在拥挤感知与时间压力影响顾客独立参与自助服务补救的过程中起中介作用;顾客独立参与意愿对补救后顾客满意的影响不显著;时间压力调节拥挤感知对顾客情绪的影响;顾客心理韧性调节了顾客情绪对顾客独立参与自助服务补救的影响。在理论意义层面,本研究从权力接近-抑制视角为压力情景因素对自助服务失败后顾客应对及独立参与补救的影响机制做出了新的解释,拓展了权力接近-抑制理论;本研究从顾客应对视角揭示了自助服务失败后顾客心理反应机制,丰富了压力应对理论;本研究从控制点归因和稳定性归因等两个维度,揭示了失败归因在使用意愿对自助服务失败后顾客应对影响关系的中介效应,深化了服务失败归因理论;本研究还揭示了顾客独立参与自助服务补救的影响机制及边界条件,深化了对顾客独立参与自助服务补救的角色行为的理解。在实践意义层面,本研究结论能帮助金融、零售、旅游、医疗等正在推行自助服务的企业更好地认识顾客遭遇的在线自助服务失败及补救的类型,为企业推行及运营自助服务的管理决策提供有价值的理论依据及管理建议。这些管理建议可以帮助企业有效促进顾客积极应对自助服务失败,并提高顾客独立参与自助服务补救的意愿,最大程度减少自助服务失败给顾客及企业可能带来的负面影响。从广义的视角来看,本研究还有助于帮助企业更好地迎接人工智能时代对企业人力资源管理和服务管理工作提出的挑战。更多还原

【Abstract】 Since the 1990s,various self-services technologies have been widely used in various industries such as finance,retail,aviation,hotel,medical care,transportation,and public administration.Automated teller machines(ATM),self-service cash registers,online shopping,online banking,mobile payments,unmanned retail,aviation self-service check-in machines,hospital self-service registration machines,service robots based on AI technology have become a normal part of people’s daily life.Different from the "low-tech and high-contact" characteristics of traditional interpersonal services,self-service technologies failure is often inevitable because its characteristics of high-tech and lack of interpersonal interaction of self-service technologies,and it’s more difficult for enterprises to monitor customer response after service failures and take timely effective service recovery measures.Therefore,self-service technologies failures are often overlooked by enterprises.However,compared with traditional interpersonal services,self-service technologies failure may have a greater negative impact on enterprises.In the case of self-service technologies failure and no service personnel to provide assistance on site,customers must play the role of service personnel to independently participate in self-service technologies recovery.Therefore,it is very important for researchers and enterprise managers to understand the customer’s coping behavior after self-service technologies failure and the psychological mechanism of customer’s performing self-service technologies recovery on their own.Because of the various advantages of self-service technologies,in the process of implementing self-service technologies,enterprises often directly use self-service technologies to forcibly replace interpersonal services for cost savings or simplifying service processes.In other words,enterprises often force customers to choose self-service technologies rather than interpersonal service to complete service delivery.In the case of different use intentions(forced use vs.voluntary use),how will customers who encounter self-service technologies failures attribute responsibility,and what kind of coping strategies they will take?For the enterprises it is crucial to figure out customer’s intention and behavior.As we all know,customers will have different service experiences in different service environments.Customers will evaluate the perceived value of their services based on specific service scenarios.In daily life,a large number of people often line up to use public self-service technologies(for example,subway self-service ticket machines,store self-service cash registers,self-service ticket machines in theme parks,hospital self-service machines,etc.),and customers’ crowded perception will be significantly enhanced.At the same time,customers who use public self-service technologies often face time constraints(e.g.,time spent queuing).Studies have shown that the two stressful situational factors,crowded perception and time pressure,have a significant impact on customer emotions and their service experience.This paper will discuss how these two factors influence customer’s willingness to independently participate in self-service technologies recovery and their subsequent behavior intentions.This question has also become an important issue faced by researchers and enterprise practice managers.In recent years,the research on self-service technologies failure and recovery has gradually attracted the attention of researchers.However,compared with the endless practical problems of self-service technologies management in enterprises at present,the existing empirical research on self-service technologies failure and recovery is very insufficient,which is far from the practical needs of enterprises.The deficiencies of existing research are mainly reflected in the following aspects:(1)Most Existing empirical studies on self-service technologies failure and recovery are from United States and other developed countries,but less attention h in developing countries and almost no research has been found in China.There is a clear gap between the theoretical research of self-service technologies failure and recovery and the practical needs of the rapid development of China’s online self-service technologies.(2)Existing self-service technologies research extends from the field of information systems,and tend to explore the adoption and continuous use behavior of self-service technologies from the“technical”level,and often ignore the research on the psychological mechanism of customers who have experienced self-service technologies failure from the“customer”level.(3)Compared with the existing rich research on traditional interpersonal service recovery,scholars pay less attention to the research on the role of customers in the self-service technologies recovery and the mechanism by which customers independently participate in the self-service technologies recovery.The few existing researches focus on customer-enterprise joint participation in self-service technologies recovery,but there is a lack of the research on the impact mechanism of customer independent participation in self-service technologies recovery.It is unclear whether customers are willing and under what conditions are willing to independently participate in self-service technologies recovery.The shortcomings of these existing researches provide an opportunity for the research on customer participation in self-service technologies recovery.The purpose of this thesis is to explore the psychological mechanism of self-service technologies failure and independent recovery,based on exploratory research on the types of self-service technologies failure and recovery,and to fully reveal the psychological mechanism of self-service technologies failure and self-service technologies recovery.This thesis will fully reveal the customer behavior rules in the whole service contact process from the self-service technologies failure to the independent participation in self-service technologies recovery,and provide important theoretical support and management implications for the enterprise managers who are implementing or preparing to implement self-service technologies.This thesis mainly includes three sub-researches:(1)Research 1(Chapter 3)takes online self-service technologies as the research object,adopts the key event technology method,and investigates the service failure incidents and experiences encountered by Chinese customers in the use of online transactional self-service technologies,and do exploratory research on the types of self-service technologies failure and recovery.The results of research 1 show that the types of online self-service technologies failures can be divided into four types according to their common degree:technical failure,process failure,design failure,and customer-induced failure;online self-service technologies recovery types can be divided into 3 types according to their common degree:customer’s independent recovery,no recovery and customer-enterprise joint recovery.(2)Research 2(Chapter 4),using three simulation experiments to test the influence mechanism of willingness to use(forced use vs.voluntary use)self-service technologies on customer coping strategy after self-service technologies failure,and the moderating effect of service failure severity and the mediating effect of self-service technologies failure attribution are also investigated,based on power approach-inhibition theory,attribution theory,and stress coping theory.The results of research 2 show that:willingness to use self-service technologies positively affects customer coping after self-service technologies failure;control point attribution and stability attribution mediate the relationship between the two;self-service technologies failure severity mediates the relationship between willingness to use self-service technologies and customer coping,control point attribution and stability attribution.(3)Research 3(Chapter 5)three simulation experiments are used to test the influence mechanism of stressful situational factors(crowded perception and time pressure)on customers’ independent participation in self-service technologies recovery,and the mediating effect of customer emotions and the moderating effect of customer mental toughness,based on the power approach-inhibition theory and mental toughness theory.The results of research 3 show that:crowded perception negatively affects customer emotions;customer emotions mediate the relationship between crowded perception,time pressure and customers’ willingness to independently participate in self-service technologies recovery;customer willingness to independently participate self-service technologies recovery has no significant impact on customer satisfaction after recovery;Time pressure moderates the relationship between crowded perception and customer’s emotions;customer’s mental toughness moderates the relationship between customer emotions and customers’ willingness to independently participate in self-service technologies recovery.At the theoretical level,this thesis provides a new explanation for the influence mechanism of stress situation factors on customer coping and independent participation in self-service technologies recovery from the perspective of power approach-inhibition,and expands the approach-inhibition theory of power.This thesis reveals the psychological coping mechanism of customers after self-service technologies failure,which enriches the theory of stress coping.This thesis reveals the mediating effect of the failure attribution between the willingness to use self-service technologies and customer coping after self-service technologies failure from the two dimensions of control point attribution and stability attribution,and deepens the service failure attribution theory.In addition,this thesis also reveals the influence mechanism and boundary conditions of customers’ willingness to independently participate in self-service technologies recovery,and deepens the understanding of customer participation behavior in self-service technologies recovery.At the practical level,this thesis conclusion can help enterprises that are implementing self-service technologies in finance,retail,tourism,and medical and other industries to understand the types of self-service technologies failures and recoveries experienced by customers,and provide valuable management implications for enterprises’ self-service technologies management decision-making.These management implications can help enterprises effectively promote customers to actively respond to self-service technologies failures,and increase customers’willingness to independently participate in self-service technologies recovery,and minimize the possible negative impact of self-service technologies failures on customers and the enterprises.From a broad perspective,this thesis can also help enterprises better meet the challenges of human resource management and service management in the era of artificial intelligence.更多还原