【作者】 李佳；

【导师】 曹忠鹏；

【作者基本信息】 东北大学 ， 企业管理， 2018， 硕士

【摘要】 顾客间互动在过去很长时间内被视为超越企业管理能力的无关因素而没有得到足够的重视。然而,随着现代通信技术的发展以及微信、微博等社交平台的衍生,顾客间互动的机会和频率迅猛增加,也逐渐引起学者及企业界对顾客间互动的重视和重新思考。当前,顾客间互动已成为服务营销中的研究热点内容。在自助服务技术情境下,顾客通过自助服务终端完成消费过程,缺少服务人员的直接参与,同一服务场景中仅有其他顾客在场。因此,顾客间互动成为最主要的人际互动方式,是重要的管理问题。研究基于自助服务技术情境及该情境下的服务失败,检验顾客间互动对顾客感知服务质量的影响。同时,考虑到服务体验逐渐成为企业的竞争优势,研究引入这一变量对顾客间互动影响顾客感知服务质量的过程进行理论分析,在此基础上构建“顾客间互动——服务体验——感知服务质量”的研究框架,清晰地阐释顾客间互动(直接互动和间接互动)影响感知服务质量的作用机理。论文运用人际空间距离、期望失验理论、印象管理理论、不确定性减少理论和溢出效应提出相应假设,采用场景模拟的方法,实施4个组间实验进行数据收集,在对量表进行信度检验、效度检验、实验操控检验的基础上对假说进行验证。研究结果表明,顾客间间接互动通过服务体验,负向影响感知服务质量;服务成败起到了调节作用,当顾客遭遇服务失败时,顾客会因失败过程暴露给其他顾客而感觉自尊受损,进而产生更强的负面服务体验(研究1);研究还发现,顾客间直接互动对感知服务质量存在消极的影响,二者之间的影响关系同样被服务体验中介。按照以往研究,成功的服务补救能够将顾客的不满态度转变为满意,甚至赢得顾客忠诚,而失败的服务补救会增加顾客的不满机会。然而,实验结果表明求助成败并非顾客间直接互动对服务体验影响关系的调节变量(研究2)。研究结论为进一步开展自助服务技术情境下顾客互动的相关研究奠定基础,也为提供自助服务技术的企业对顾客进行适当的管理提供理论指导。更多还原

【Abstract】 The Consumer-to-consumer interaction has been overlooked in the past for many years ago,because it was looked as an irrelevant factor beyond the ability of enterprise management.However,with the development of modern communication technology and the emergence of social networking platforms such as social networking sites,WeChat,Weibo,the chance and frequencyoftheConsumer-to-consumer interaction is increasing rapidly.Because of the new situation,more and more scholars and enterprises recognize the important significance of the Consumer-to-consumer interaction.At present,the Consumer-to-consumer interaction has become a hotspot in the field of marketing.The Consumer-to-consumer interactionis important to the self-service technologies.Consumers complete the process of consumption which is lack of direct involvement of service personnel,under the same service scene,only other consumers are present,so the Consumer-to-consumer interaction becomesthe important management problem of enterprises which is an important factor to influence the perceived service quality of consumers.Based on the Self-service Technologies,the study looks through the Consumer-to-consumer interaction andthe Consumer-to-consumer interaction that after service failure and examines the the impact of Consumer-to-consumer interaction on perceived service quality.Meanwhile,considering the service experience has gradually became the competitive advantage of enterprise,researchintroduces the variable and analyzes theprocess ofthe impact of Consumer-to-consumer interaction on perceived service quality in theory.On the above basis,the research builds a research framework,namely ’the consumer-to-consumer interaction—service experience—perceived service quality’,and adopts the experimental method of scenario simulation toconduct a empirical test,which clearly illustrates the mechanism of the Consumer-to-consumer interaction’s effect on the perceived service quality.The researchputs forward the corresponding hypothesis on the basis of theInterpersonal Distance、Expectancy Disconfirmation Theory、Impression Management Theory、Spillover Effects、Uncertainty ReductionTheory.It applies the scenario simulation method to inplement four between-group experiments,and collects data.The hypothesis is verified on the basis of the test of reliability,validity and experimental manipulation.The results show that Indirect consumer-to-consumer interactioncan influence Perceived Service Quality through Service Experience.Success or failure of service is a moderator variable,when encountering service failures,customers will feel the loss of self-esteem and create a more negative service experience because of the exposure of failure process(Study 1).The study also found that Direct consumer-to-consumer interactionhas a positive effect on the perceived servicequality.The service experience also plays a role as a mediator variable.According to previous research,successful service recovery can make unsatisfied customers become into satisfied customers,even wins customer loyalty,while unsuccessful service recovery can increase the chance of consumer dissatisfaction.However,the experiment results show that help-seeking’s successful or not can not moderate the relationship of Direct consumer-to-consumerinteractionand service experience(Study 2).The research lays a good foundation for the further research on consumer-to-consumer interaction,and providesa theoretical guidance of appropriate management for the enterprise which provide the self-service technology.更多还原