【作者】 高媛；

【导师】 马钦海；

【作者基本信息】 东北大学 ， 企业管理， 2020， 博士

【摘要】 服务产品的无形性、交互性与生产消费的同时性决定了顾客在企业服务绩效评价中的主体地位。服务绩效可以从顾客服务质量感知和顾客抱怨两个方面来进行衡量。近年来众多研究从不同角度对影响企业服务绩效的前置因素进行了讨论,涉及众多变量。无论基于什么样的视角展开探讨,都无法回避服务绩效评价涉及顾客对于自身服务交互经历的心理感知这一核心内涵,顾客在服务交互过程中所表现出来的情绪和行为,是影响服务沟通质量、决定企业服务绩效的重要因素。不同的顾客在服务沟通中的心理特点不同,所表现出来的行为迥异,所实现的沟通质量也会有很大的不同。对此,沟通分析理论认为,在与他人的沟通互动过程中,每个个体面对外界刺激都会表现出独特的、彼此之间千差万别的行为架构,但沟通的品质和方式在多个社会交往场合下均受制于个体的心理地位以及自我状态。心理地位和自我状态是沟通分析理论的最基本概念。该理论指出,一个人在与他人交往中,会评估自己和他人在这个交互过程中的价值、自己在他人心目中的地位,以及与该价值和地位与自己的关系,结合不同的自我状态,表现出不同的面部表情、肢体语言和其他的众多非语言线索。正是由于不同个体在参与人际沟通时的心理地位和自我状态不同,社会交往中的人际交互过程各具特色,沟通质量千差万别。尽管个体的心理地位和自我状态能够通过影响个体的情绪、感觉、行为而决定个体在社会生活中各类人际关系质量,但服务情境下,顾客与一线员工之间的沟通交互并不同于社会生活中亲子、夫妻、师生、同学等等类型的人际交互。前者在时间上更短暂,在交往价值判断上更富于功利性,受到利益驱使的影响也更大,交互双方在情感上的投入更少,是否会导致具有不同沟通心理特征的顾客在面对同品质服务时却产生了不同的服务绩效感知,即服务沟通交互过程中顾客的心理地位及自我状态与服务绩效之间的关系并未得到关注和深入探究。本研究聚焦顾客在服务交互过程中的心理地位和自我状态,探讨顾客在服务情境下的沟通心理特征与服务绩效之间的作用机制,证实沟通心理因素作用下顾客服务质量感知对顾客抱怨产生影响作用,同时,将顾客情绪唤醒水平因子纳入整体分析模型,验证情绪唤醒因素对顾客沟通心理特征与服务绩效之间关系的调节效应。具体的研究结论为:服务情境下,顾客自我状态受到心理地位的影响;顾客沟通心理特征不同,顾客对于服务质量的感知也不同;顾客不同的沟通心理特征会导致顾客在面对服务失败时产生不同的顾客抱怨行为倾向;沟通心理因素作用下的顾客服务质量感知对顾客抱怨的产生具有显著影响;顾客在服务情境中的情绪唤醒水平对顾客沟通心理因素与服务绩效之间的关系具有一定的调节作用。本研究成果对于企业管理实践的建议:顾客沟通心理因素的不同会导致顾客形成不同的服务质量感知,面对服务失败时也会产生不同的抱怨行为倾向,可以通过改变顾客的心理地位来调控顾客的自我状态。顾客心理地位中的自我价值、顾客自我状态中的规则状态和自由状态,负向影响顾客的服务质量感知正向影响顾客抱怨,将对企业服务绩效产生不利的影响,需要谨慎应对,及时进行约束和转化。顾客心理地位中的对方价值、顾客自我状态中的安抚状态和顺从状态,正向影响顾客的服务质量感知,负向影响顾客抱怨,对提高企业服务绩效十分有利,在顾客日常的心理管理中,可以采取各种措施提升顾客的对方价值评价,维持顾客的安抚状态和顺从状态。顾客情绪唤醒因素的调节作用主要体现在顾客自我价值、规则状态和自由状态对于服务绩效的作用关系上,当服务沟通顺畅时可以迅速提升顾客服务质量感知,但在面对服务失败时也会导致更加强烈的顾客抱怨。因此,当顾客表现出规则状态和自由状态时,根据服务情境状况采取措施适当调控顾客情绪唤醒水平,增加顾客的服务体验,减少顾客抱怨,进而提高服务绩效。本研究的成果将为服务企业在把握顾客的沟通心理状况基础上,采用行之有效的顾客心理管理和情绪唤醒调节策略来应对服务交互过程中所出现的沟通问题,实现从心理管理的视角来规范顾客的行为提供理论依据和实践参考。更多还原

【Abstract】 The invisibility,interactivity and simultaneity of production and consumption of service products determine the subject status of customers in enterprise service performance evaluation.Service performance evaluation can be measured from two aspects:customer service quality perception and customer complaint.In recent years,many researches have discussed the preconditions affecting the service performance of enterprises from different perspectives,involving many variables.But no matter what kind of view based on the discussion,it is unable to avoid the customer to service performance evaluation involve customers in their service interaction experience psychological perception of the core connotation of customers in the process of service interaction of emotion and behavior,is affects the quality of service communication,the important factors in determining the performance of the enterprise service.Different customers have different psychological characteristics in service communication,and their behaviors are different,so will the communication quality.In this regard,the theory of communication analysis holds that in the process of communication and interaction with others,each individual will display unique and varied behavioral structures in the face of external stimuli,but the quality and way of communication are all subject to the individual’s psychological status and ego state in multiple social communication occasions.Psychological status and ego state are the basic concepts of communication analysis theory.,according to the theory of one person in the interaction with others,will first assess their value in the process of the interaction with others,their status in the eyes of others,and how the value and status and their relationship,combined with different ego state,show different facial expressions,body language and other nonverbal cues.Due to the different psychological status and self-status of different individuals when they participate in interpersonal communication,the interpersonal interaction process in social communication has its own characteristics,and the communication quality varies greatly.Although individual psychological status and ego state by influencing the mood,feelings,behavior of the individual to individual in the social life of all kinds of relationship quality,but the service situation,the communication and interaction between employees and customers is not the same as a son,husband and wife,teachers and students,and students of social life and so on types of interpersonal interaction,the former more short on time,on the communicative value judgment more utilitarian,driven by the interests is larger,the influence of the interaction in both less emotional input,will lead to communication with different psychological characteristics of customers with quality service in the face but had different perception of service performance,That is,the relationship between customer’s psychological status,self-status and service performance in the process of service communication and interaction has not been paid attention to and deeply explored.In this paper,by the customers in the process of service delivery,psychological status and ego state as the starting point,the customer in the service situation of the mechanism of action of communication between psychological characteristics and service performance,at the same time,customer emotional arousal level factor into the overall analysis model,validation of the regulating effect of arousal factors,psychological characteristics and confirmed that customers under the action of customer service quality impact on customer complaints.The specific research conclusions are:under the service situation,the customer’s self-status is affected by the psychological status;Different psychological characteristics of customer communication affect customers’ perception of service quality;Different psychological characteristics of customer communication will lead to different customer complaint behavior tendency when facing service failure;Customer service quality perception under the effect of psychological factors of communication has a significant impact on the generation of customer complaints;The emotional arousal level of customers in service situations has a certain moderating effect on the relationship between psychological factors of customer communication and service performance.The suggestion of this research results for enterprise management practice is:the different psychological factors of customer communication will cause customers to form different perception of service quality,and they will also have different complaining behavior tendency when facing service failure.Customers’ self-status can be regulated by changing their psychological status.The self-value in customer’s psychological status,the rule state and free state in customer’s self-status negatively affect customer’s perception of service quality and positively affect customer complaints,which will have an adverse impact on enterprise service performance.Therefore,it needs to be carefully dealt with,and timely constraints and transformation are required.Customer psychological status of the other value,customer state of calm and submissive state of ego state,positive influence on customer perception of service quality,negative influence customer complaints,to improve the enterprise service performance is very good,in the psychological management of customers everyday,can take various measures to improve the customer value evaluation of each other,maintain the state of calm and submissive state of the customer.Customer arousal factor adjustment mainly reflected in the customer’s self value,the rules of the state and free state for the role of service performance,when the service communication is smooth can quickly improve customer service quality perception,but in the face of service failure will lead to more intense customer complaints,when customers show the rules of the state and the free state,according to the customer service situation of appropriate regulation emotional arousal level,increase customer service experience,reduce customer complaints,service performance can be improved.The results of this research will provide theoretical basis and practical reference for service enterprises to adopt effective strategies of customer psychological management and emotional arousal adjustment to deal with communication problems in the process of service interaction on the basis of grasping the psychological state of customers’ communication,and to standardize customer behavior from the perspective of psychological management.更多还原