有形化服务人员的专业性对顾客满意度的影响机制
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摘要
服务人员的专业性是影响顾客满意度的重要因素之一,具有无形性。无形性导致缺乏专业知识的顾客很难准确评估这一属性,从而增加他们对服务的不确定性和风险感知,最终降低顾客满意度。通过两个实验和一个在线调查,考察有形化服务人员的专业性对顾客满意度的积极影响及其背后的心理机制发现,通过给顾客提供能够证明服务人员专业性的有形证据可以提高顾客对服务人员专业性的感知,进而提高顾客满意度。更重要的是,仅当服务人员和顾客的互动质量较高时,有形化的策略才会有效;当互动质量一般或较差时,有形化服务人员的专业性对顾客满意度的积极影响减弱,甚至变成消极影响。管理者可通过提供有形化的证据来降低顾客对服务人员专业性判断的难度,并严格管理服务人员与顾客互动的质量,以保证"有形化"策略的有效性,从而提高顾客满意度。
Employee expertise is an essential determinant of customer satisfaction in service industries. However,employee expertise is intangible by nature,making it difficult for customers to evaluate it accurately. The evaluation difficulty will increase uncertainty and perceived risk about the service,leading to decreased customer satisfaction. With the help of two lab experiments and an online survey,the authors examine the effect of tangiblizing employee expertise on customer satisfaction and the underlying process. It is found that providing tangible evidence for employee expertise will increase perceived expertise of the employee,which will in turn enhance customer satisfaction. More important,this tangibilizing strategy is effective only when the employee has high-quality interactions with the customers;when the interaction quality is moderate or low,the positive effect of the tangibilizing strategy will disappear or even become negative. So managers could reduce the degree of difficulty for customers to judge employee expertise by tangibilizing the evidence,and strictly control the interaction quality to guarantee the effectiveness of tangibilizing strategy and improve customer satisfaction.
Employee expertise is an essential determinant of customer satisfaction in service industries. However,employee expertise is intangible by nature,making it difficult for customers to evaluate it accurately. The evaluation difficulty will increase uncertainty and perceived risk about the service,leading to decreased customer satisfaction. With the help of two lab experiments and an online survey,the authors examine the effect of tangiblizing employee expertise on customer satisfaction and the underlying process. It is found that providing tangible evidence for employee expertise will increase perceived expertise of the employee,which will in turn enhance customer satisfaction. More important,this tangibilizing strategy is effective only when the employee has high-quality interactions with the customers;when the interaction quality is moderate or low,the positive effect of the tangibilizing strategy will disappear or even become negative. So managers could reduce the degree of difficulty for customers to judge employee expertise by tangibilizing the evidence,and strictly control the interaction quality to guarantee the effectiveness of tangibilizing strategy and improve customer satisfaction.
引文
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[3]RYCHALSKI A,HUDSON S.Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context[J].Journal of business research,2017,2(71):84-91.
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[8]王振辉,石景芬,胡培,等.医疗服务无形性对医—患沟通影响机制实证研究[J].中国卫生事业管理,2017(10):796-800.
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[19]解芳.快递服务质量与顾客再次购买意愿关系实证研究——基于顾客信任的中介作用[J].财经理论与实践,2016(3):123-127.
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[24]史新.服务企业的有形化展示[J].企业改革与管理,2013(10):66-67.
[25]张圣亮,钱路.服务有形化营销策略探讨[J].价值工程,2009,28(3):136-138.
[26]郑秋莹,姚唐,范秀成,等.基于Meta分析的“顾客满意—顾客忠诚”关系影响因素研究[J].管理评论,2014,26(2):111-120.
[27]望海军,汪涛.顾客参与、感知控制与顾客满意度关系研究[J].管理科学,2007,20(3):48-54.
[28]景奉杰,余樱,涂铭.产品属性与顾客满意度纵向关系演变机制:享乐适应视角[J].管理科学,2014,27(3):94-104.
[29]李宁.顾客满意研究综述[J].现代商业,2016,12(32):18-20.
[30]MESSNER W.Cross-cultural measurement of transactionspecific customer satisfaction in the services industry[J].Journal of customer behavior,2016,15(4):369-393.
[31]OLSEN L L,MICHAEL D J.Service equity,satisfaction,and loyalty:from transaction-specific to cumulative evaluations[J].Journal of service research,2003,5(3):184-195.
[32]JOHNSON M D,ZINKHAN G M,AYALA G S.The impact of outcome,competency and affect on service referral[J].Journal of services marketing,1998,12(5):397-415.
[33]MICHEL L,YANG Z Y,MCDOUGALL G H G,et al.Internet versus bricks-and-mortar retailers:An investigation into intangibility and its consequences[J].Journal of retailing,2005,81(4):251-267.
[34]STAFFORD M R.Tangibility in services advertising:An investigation of verbal versus visual cues[J].Journal of advertising,1996,25(3):13-28.
[35]HILL D J,JEFF B,ROBERT B,et al.An investigation of visualization and documentation Strategies in services advertising[J].Journal of service research,2004,7(2):155-66.
[36]HAUL N,ANH P N T,THUY P N,et al.The role of service encounter interaction behavior in activating customer participation and co-creating value in the health care service[J].Journal of economic development,2016,23(2):100-119.
[37]WESTBROOK R A,RICHARD L O.Developing better measures of consumer satisfaction:Some preliminary results[J].Advances in consumer research,1981,8(1):94-99.
[38]JEAN H J,DANT R P,GLEIBERMAN A M.National versus local brands:examining the influences of credence and experience services on customer perceptions of quality in a franchise context[J].European journal of marketing,2014,48(7/8):1 511-1 535.
[39]HAYES A F.Introduction to mediation,moderation,and conditional process analysis:A regression-based approach[M].New York:Guilford Press,2017:77-112.
[40]MANO H,OLIVER R L.Assessing the dimensionality and structure of the consumption experience:evaluation,feeling, and satisfaction[J].Journal of consumer research,1993,20(3):451-466.
[41]SPILLER S A,FITZSIMONS G J,LYNCH J G,et al.Spotlights,floodlights,and the magic number zero:Simple effects tests in moderated regression[J].Journal of marketing research,2013,50(2):277-288.
[42]李娟.浅析我国医院服务的有形展示[J].现代医院,2013,13(9):97-99.
[43]TANVEER Z,LODHI R N.The effect of brand equity on customer satisfaction:an empirical study based on David Aaker's brand equity model[J].Journal of brand management,2016,13(3):43-54.
[44]VARGO S L,LUSCH R F.The four service marketing myths:remnants of a goods-based,manufacturing model[J].Journal of service research,2004,6(4):324-335.
[2]CROSBY L A,EVANS K R,COWLES D.Relationship quality in services selling:an interpersonal influence perspective[J].Journal of marketing,1990,54(7):68-81.
[3]RYCHALSKI A,HUDSON S.Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context[J].Journal of business research,2017,2(71):84-91.
[4]张爱莲,黄希庭.心理健康服务人员胜任特征与服务满意度的关系[J].心理与行为研究,2014,12(5):665-670.
[5]SIRDESHMUKH D,SINGH J,SABOL B.Consumer trust,value,and loyalty in relational exchanges[J].Journal of marketing,2002,66(1):15-37.
[6]DING Y,Keh H T.Consumer reliance on intangible versus tangible attributes in service evaluation:the role of construal level[J].Journal of the academy of marketing science,2017,45(6):848-865.
[7]MCDOUGALL G H,SNETSINGER D W.The intangibility of services:measurement and competitive perspectives[J].Journal of services marketing,1990,4(4):27-40.
[8]王振辉,石景芬,胡培,等.医疗服务无形性对医—患沟通影响机制实证研究[J].中国卫生事业管理,2017(10):796-800.
[9]LAROCHE M,BERGERON J,GOUTALAND C.A three-dimensional scale of intangibility[J].Journal of service research,2001,4(8):26-38.
[10]SHOSTACK G L.Breaking free from product marketing[J].Journal of marketing,1977,44(4):73-80.
[11]林锐,周丽永.服务营销有形化研究[J].重庆文理学院学报,2006,5(5):63-65.
[12]KOTLER P.Atmospherics as marketing tool[J].Journal of retailing,1973,49(4):48-64.
[13]BITNER M J.Servicescape:the impact of physical surroundings on customers and employees[J].Journal of marketing,1992,56(2):57-71.
[14]LOVELOCK C H.Classifying services to gain strategic marketing insights[J].Journal of marketing,1983,47(Summer):9-20.
[15]HASS R G.Effects of source characteristics on cognitive responses in persuasion[J].Cognitive responses in persuasion,1981:141-172.
[16]常亚平,肖万福,阎俊,等.C2C环境下服务质量对阶段信任的影响研究[J].管理学报,2014,11(8):1 215-1 223.
[17]陆子平,聂鸿飞.我国第三方物流企业顾客满意度评价体系的实证分析[J].物流技术,2014(1):166-168.
[18]庞隽,郭贤达.无形服务中的有形属性对消费者品牌忠诚的影响机制研究[C]//2007年JMS中国营销科学学术年会优秀论文集,2007:461-476.
[19]解芳.快递服务质量与顾客再次购买意愿关系实证研究——基于顾客信任的中介作用[J].财经理论与实践,2016(3):123-127.
[20]BARNES D C,COLLIER J E,HOWE V,et al.Multiple paths to customer delight:the impact of effort,expertise and tangibles on joy and surprise[J].Journal of services marketing,2016,30(3):277-289.
[21]PAUL J,MITTAL A,SRIVASTAV G.Impact of service quality on customer satisfaction in private and public sector banks[J].International journal of bank marketing,2016,34(5):606-622.
[22]CHANG W,TAYLOR S A.The effectiveness of customer participation in new product development:A meta-analysis[J].Journal of marketing,2016,80(1):47-64.
[23]陆勇.服务营销有形展示策略研究[J].中国市场,2015(6):70-71.
[24]史新.服务企业的有形化展示[J].企业改革与管理,2013(10):66-67.
[25]张圣亮,钱路.服务有形化营销策略探讨[J].价值工程,2009,28(3):136-138.
[26]郑秋莹,姚唐,范秀成,等.基于Meta分析的“顾客满意—顾客忠诚”关系影响因素研究[J].管理评论,2014,26(2):111-120.
[27]望海军,汪涛.顾客参与、感知控制与顾客满意度关系研究[J].管理科学,2007,20(3):48-54.
[28]景奉杰,余樱,涂铭.产品属性与顾客满意度纵向关系演变机制:享乐适应视角[J].管理科学,2014,27(3):94-104.
[29]李宁.顾客满意研究综述[J].现代商业,2016,12(32):18-20.
[30]MESSNER W.Cross-cultural measurement of transactionspecific customer satisfaction in the services industry[J].Journal of customer behavior,2016,15(4):369-393.
[31]OLSEN L L,MICHAEL D J.Service equity,satisfaction,and loyalty:from transaction-specific to cumulative evaluations[J].Journal of service research,2003,5(3):184-195.
[32]JOHNSON M D,ZINKHAN G M,AYALA G S.The impact of outcome,competency and affect on service referral[J].Journal of services marketing,1998,12(5):397-415.
[33]MICHEL L,YANG Z Y,MCDOUGALL G H G,et al.Internet versus bricks-and-mortar retailers:An investigation into intangibility and its consequences[J].Journal of retailing,2005,81(4):251-267.
[34]STAFFORD M R.Tangibility in services advertising:An investigation of verbal versus visual cues[J].Journal of advertising,1996,25(3):13-28.
[35]HILL D J,JEFF B,ROBERT B,et al.An investigation of visualization and documentation Strategies in services advertising[J].Journal of service research,2004,7(2):155-66.
[36]HAUL N,ANH P N T,THUY P N,et al.The role of service encounter interaction behavior in activating customer participation and co-creating value in the health care service[J].Journal of economic development,2016,23(2):100-119.
[37]WESTBROOK R A,RICHARD L O.Developing better measures of consumer satisfaction:Some preliminary results[J].Advances in consumer research,1981,8(1):94-99.
[38]JEAN H J,DANT R P,GLEIBERMAN A M.National versus local brands:examining the influences of credence and experience services on customer perceptions of quality in a franchise context[J].European journal of marketing,2014,48(7/8):1 511-1 535.
[39]HAYES A F.Introduction to mediation,moderation,and conditional process analysis:A regression-based approach[M].New York:Guilford Press,2017:77-112.
[40]MANO H,OLIVER R L.Assessing the dimensionality and structure of the consumption experience:evaluation,feeling, and satisfaction[J].Journal of consumer research,1993,20(3):451-466.
[41]SPILLER S A,FITZSIMONS G J,LYNCH J G,et al.Spotlights,floodlights,and the magic number zero:Simple effects tests in moderated regression[J].Journal of marketing research,2013,50(2):277-288.
[42]李娟.浅析我国医院服务的有形展示[J].现代医院,2013,13(9):97-99.
[43]TANVEER Z,LODHI R N.The effect of brand equity on customer satisfaction:an empirical study based on David Aaker's brand equity model[J].Journal of brand management,2016,13(3):43-54.
[44]VARGO S L,LUSCH R F.The four service marketing myths:remnants of a goods-based,manufacturing model[J].Journal of service research,2004,6(4):324-335.