全渠道零售体验价值共创行为对顾客忠诚的影响——基于服务主导逻辑视角
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摘要
移动网络技术和人工智能技术的发展日益推动着全渠道零售体验价值共创行为的变化,全渠道零售企业和顾客有效整合线上线下资源共创零售体验价值已成为实现顾客忠诚的重要来源。基于文献回顾和访谈研究,从服务主导逻辑视角构建了全渠道零售体验价值共创行为对顾客忠诚的影响模型。实证分析发现:共创服务产品对认知体验价值有积极影响,共创服务产品、共创体验环境和共创服务互动对情感体验价值有积极影响;共创服务产品、共创服务互动对顾客忠诚有积极的影响;认知体验价值、情感体验价值对顾客忠诚有积极影响;认知体验价值部分中介了共创服务产品对顾客忠诚的影响,情感体验价值部分中介了共创服务产品和共创服务互动对顾客忠诚的影响;技术化和适当的程序控制在全渠道零售体验价值共创行为与体验价值之间有一定程度的正向调节作用。因而,提升和优化线上线下融合的全渠道零售体验价值共创行为,强化顾客体验价值获取,促进技术化水平提升,以及提供适当的程序控制是促进全渠道零售顾客忠诚的关键。
The development of mobile network technology and artificial intelligence technology is increasingly driving the change of omni-channel retail experience value co-creation behavior. Omni-channel retail enterprises and customers effectively integrate online and offline resources to create retail experience value,which has become an important source of customer loyalty.Based on the literature review and interviews,this paper constructs a theoretical model from the service-dominant logic perspective,which reflects the influencing of omni-channel retail experience value co-creation behavior on customer loyalty. Empirical analysis finds that service product co-creation has a positive impact on cognitive experience value,and service product co-creation,experience environment co-creation and service interaction co-creation have a positive impact on emotional experience value,and service product co-creation and service interaction co-creation have a positive impact on customer loyalty,and cognitive experience value and emotional experience value have a positive impact on customer loyalty. Moreover,cognitive experience value plays a partial mediating role between service product co-creation and customer loyalty,and emotional experience value plays a partial mediating role between service product co-creation,service interaction co-creation and customer loyalty. In addition,technicalization and proper program controlling have a positive moderating role between omni-channel retail experience value co-creation behavior and experiential value. Therefore,it is the key to promoting customer loyalty by enhancing and optimizing the co-creation behavior of omni-channel retail experience value,and strengthening the acquisition of customer experience value,and promoting the technicalization level and providing appropriate program control.
The development of mobile network technology and artificial intelligence technology is increasingly driving the change of omni-channel retail experience value co-creation behavior. Omni-channel retail enterprises and customers effectively integrate online and offline resources to create retail experience value,which has become an important source of customer loyalty.Based on the literature review and interviews,this paper constructs a theoretical model from the service-dominant logic perspective,which reflects the influencing of omni-channel retail experience value co-creation behavior on customer loyalty. Empirical analysis finds that service product co-creation has a positive impact on cognitive experience value,and service product co-creation,experience environment co-creation and service interaction co-creation have a positive impact on emotional experience value,and service product co-creation and service interaction co-creation have a positive impact on customer loyalty,and cognitive experience value and emotional experience value have a positive impact on customer loyalty. Moreover,cognitive experience value plays a partial mediating role between service product co-creation and customer loyalty,and emotional experience value plays a partial mediating role between service product co-creation,service interaction co-creation and customer loyalty. In addition,technicalization and proper program controlling have a positive moderating role between omni-channel retail experience value co-creation behavior and experiential value. Therefore,it is the key to promoting customer loyalty by enhancing and optimizing the co-creation behavior of omni-channel retail experience value,and strengthening the acquisition of customer experience value,and promoting the technicalization level and providing appropriate program control.
引文
[1]VARGO S L,LUSCH R F.Institutions and axioms:an extension and update of service-dominant logic[J].Journal of the Academy of Marketing Science,2016,44(1):5-23.
[2]RIGBY D.The future of shopping[J].Harvard Business Review,2011,89(12):64-75.
[3]李飞,李达军,孙亚程.全渠道零售理论研究的发展进程[J].北京工商大学学报(社会科学版),2018(5):33-40.
[4]CABIDDU F,LUI T W,PICCOLI G.Managing value co-creation in the tourism industry[J].Annals of Tourism Research,2013,42(1):86-107.
[5]OH L B,TEO H H.Consumer value co-creation in a hybrid commerce service-delivery system[J].International Journal of Electronic Commerce,2010,14(3):35-62.
[6]NORMANN R,RAMIREZ R R.From value chain to value constellation:defining interactive strategy[J].Harvard Business Review,1993,71(4):65-77.
[7]VARGO S L,LUSCH R F.Service-dominant logic:continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[8]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[9]TAX S,MCCUTCHEON D,WILKINSON I F.The service delivery network(SDN):a customer-centric perspective of the customer journey[J].Journal of Service Research,2013 16(4):454-470.
[10]GRONROOS C,VOIMA P.Critical service logic:making sense of value creation and co-creation[J].Journal of the Academy of Marketing Science,2013,41(2):133-150.
[11]FITZPATRICK M,VAREY R J,GRONROOS C,et al.Relationality in the service logic of value creation[J].Journal of Services Marketing,2015,29(6/7):443-444.
[12]GUMMERUS J.E-services as resources in customer value creation:a service logic approach[J].Managing Service Quality:an International Journal,2010,20(5):425-439.
[13]张洁,蔡虹,赵皎卉.网络虚拟环境下基于DART模型的顾客参与价值共创模式研究---以日本企业无印良品为例[J].科技进步与对策,2015(18):88-92.
[14]武文珍,陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理,2012(6):66-73.
[15]HOLBROOK M B.Consumption experience,customer value,and subjective personal introspection:an illustrative photographic essay[J].Journal of Business Research,2006,59(6):714-725.
[16]向坚持.O2O模式体验价值与顾客满意度、行为意向关系研究与实证分析---以酒店业为例[J].湖南师范大学社会科学学报,2017(4):124-129.
[17]杜娟.O2O电子商务模式下顾客参与对顾客体验价值的影响研究[D].济南:山东财经大学,2016.
[18]BLAZQUEZ M.Fashion shopping in multichannel retail:the role of technology in enhancing the customer experience[J].International Journal of Electronic Commerce,2014,18(4):97-116.
[19]DENNIS C,BOURLAKIS M,ALAMANOS E,et al.Value co-creation through multiple shopping channels:the interconnections with social exclusion and well-being[J].International Journal of Electronic Commerce,2017,21(4):517-547.
[20]OLIVER R L.Whence consumer loyalty?[J].Journal of Marketing,1999,34(63):33-44.
[21]COSSIO-SILVA F J,REVILLA-CAMACHO M A,VEGA-VAZQUEZ M,et al.Value co-creation and customer loyalty[J].Journal of Business Research,2016,69(5):1621-1625.
[22]GEE R,COATES G,NICHOLSON M.Understanding and profitably managing customer loyalty[J].Marketing Intelligence&Planning,2008,26(4):359-374.
[23]PANTANO E,VIASSONE M.Engaging consumers on new integrated multichannel retail settings:challenges for retailers[J].Journal of Retailing&Consumer Services,2015,25(4):106-114.
[24]BOLTON R,SAXENA-IYER S.Interactive services:a framework,synthesis and research directions[J].Journal of Interactive Marketing,2009,23(1):91-104.
[25]ANGIONI E,CABIDDU F,GUARDO M C D.Value-co-creation through multichannels distributions:the Nike ID case[M].Information Systems:Crossroads for Organization,Management,Accounting and Engineering.Physica-Verlag HD,2012:259-266.
[26]PANTANO E,TIMMERMANS H.What is smart for retailing?[J].Procedia Environmental Sciences,2014,22(11):101-107.
[27]FROW P,PAYNE A.Towards the‘perfect’customer experience[J].Journal of Brand Management,2007,15(2):89-101.
[28]PRAHALAD C K,RAMASWAMY V.Co-creation experiences:the next practice in value creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[29]柯林斯.互动仪式链[M].林聚任,王鹏,宋丽君,译.北京:商务印书馆,2009.
[30]EDVARDSSON B,TRONVOLL B,GRUBER T.Expanding understanding of service exchange and value cocreation:a social construction approach[J].Journal of the Academy of Marketing Science,2011,39(2):327-339.
[31]AHN H,PICARD R W.Measuring affective-cognitive experience and predicting market success[J].IEEETransactions on Affective Computing,2014,5(2):173-186.
[32]OSTROM A L,BITNER M J,BROWN S W,et al.Moving forward and making a difference:research priorities for the science of service[J].Journal of Service Research,2010,13(1):4-36.
[33]SWAID S I,WIGAND R T.The effect of perceived site-to-store service quality on perceived value and loyalty intentions in multichannel retailing[J].International Journal of Management,2012,29(3):301-313.
[34]PAYNE A F,STORBACKA K,FROW P.Managing the co-creation of value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96.
[35]THOMKE S.Customers as innovators:a new way to create value[J].Harvard Business Review,2002,80(4):74-81.
[36]王新新,万文海.消费领域共创价值的机理及对品牌忠诚的作用研究[J].管理科学,2012(5):52-65.
[37]BARON R M,KENNY D A.The moderator-mediator variable distinction in social psychological research:conceptual,strategic and statistical considerations[J].Journal of Personality and Social Psychology,1986,51(6):1173-1182.
(1)因篇幅所限,本文所有量表设计所借鉴的具体研究文献未列示,留存备索。作者邮箱:pengyis2008@163.com。
[2]RIGBY D.The future of shopping[J].Harvard Business Review,2011,89(12):64-75.
[3]李飞,李达军,孙亚程.全渠道零售理论研究的发展进程[J].北京工商大学学报(社会科学版),2018(5):33-40.
[4]CABIDDU F,LUI T W,PICCOLI G.Managing value co-creation in the tourism industry[J].Annals of Tourism Research,2013,42(1):86-107.
[5]OH L B,TEO H H.Consumer value co-creation in a hybrid commerce service-delivery system[J].International Journal of Electronic Commerce,2010,14(3):35-62.
[6]NORMANN R,RAMIREZ R R.From value chain to value constellation:defining interactive strategy[J].Harvard Business Review,1993,71(4):65-77.
[7]VARGO S L,LUSCH R F.Service-dominant logic:continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[8]VARGO S L,LUSCH R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[9]TAX S,MCCUTCHEON D,WILKINSON I F.The service delivery network(SDN):a customer-centric perspective of the customer journey[J].Journal of Service Research,2013 16(4):454-470.
[10]GRONROOS C,VOIMA P.Critical service logic:making sense of value creation and co-creation[J].Journal of the Academy of Marketing Science,2013,41(2):133-150.
[11]FITZPATRICK M,VAREY R J,GRONROOS C,et al.Relationality in the service logic of value creation[J].Journal of Services Marketing,2015,29(6/7):443-444.
[12]GUMMERUS J.E-services as resources in customer value creation:a service logic approach[J].Managing Service Quality:an International Journal,2010,20(5):425-439.
[13]张洁,蔡虹,赵皎卉.网络虚拟环境下基于DART模型的顾客参与价值共创模式研究---以日本企业无印良品为例[J].科技进步与对策,2015(18):88-92.
[14]武文珍,陈启杰.价值共创理论形成路径探析与未来研究展望[J].外国经济与管理,2012(6):66-73.
[15]HOLBROOK M B.Consumption experience,customer value,and subjective personal introspection:an illustrative photographic essay[J].Journal of Business Research,2006,59(6):714-725.
[16]向坚持.O2O模式体验价值与顾客满意度、行为意向关系研究与实证分析---以酒店业为例[J].湖南师范大学社会科学学报,2017(4):124-129.
[17]杜娟.O2O电子商务模式下顾客参与对顾客体验价值的影响研究[D].济南:山东财经大学,2016.
[18]BLAZQUEZ M.Fashion shopping in multichannel retail:the role of technology in enhancing the customer experience[J].International Journal of Electronic Commerce,2014,18(4):97-116.
[19]DENNIS C,BOURLAKIS M,ALAMANOS E,et al.Value co-creation through multiple shopping channels:the interconnections with social exclusion and well-being[J].International Journal of Electronic Commerce,2017,21(4):517-547.
[20]OLIVER R L.Whence consumer loyalty?[J].Journal of Marketing,1999,34(63):33-44.
[21]COSSIO-SILVA F J,REVILLA-CAMACHO M A,VEGA-VAZQUEZ M,et al.Value co-creation and customer loyalty[J].Journal of Business Research,2016,69(5):1621-1625.
[22]GEE R,COATES G,NICHOLSON M.Understanding and profitably managing customer loyalty[J].Marketing Intelligence&Planning,2008,26(4):359-374.
[23]PANTANO E,VIASSONE M.Engaging consumers on new integrated multichannel retail settings:challenges for retailers[J].Journal of Retailing&Consumer Services,2015,25(4):106-114.
[24]BOLTON R,SAXENA-IYER S.Interactive services:a framework,synthesis and research directions[J].Journal of Interactive Marketing,2009,23(1):91-104.
[25]ANGIONI E,CABIDDU F,GUARDO M C D.Value-co-creation through multichannels distributions:the Nike ID case[M].Information Systems:Crossroads for Organization,Management,Accounting and Engineering.Physica-Verlag HD,2012:259-266.
[26]PANTANO E,TIMMERMANS H.What is smart for retailing?[J].Procedia Environmental Sciences,2014,22(11):101-107.
[27]FROW P,PAYNE A.Towards the‘perfect’customer experience[J].Journal of Brand Management,2007,15(2):89-101.
[28]PRAHALAD C K,RAMASWAMY V.Co-creation experiences:the next practice in value creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[29]柯林斯.互动仪式链[M].林聚任,王鹏,宋丽君,译.北京:商务印书馆,2009.
[30]EDVARDSSON B,TRONVOLL B,GRUBER T.Expanding understanding of service exchange and value cocreation:a social construction approach[J].Journal of the Academy of Marketing Science,2011,39(2):327-339.
[31]AHN H,PICARD R W.Measuring affective-cognitive experience and predicting market success[J].IEEETransactions on Affective Computing,2014,5(2):173-186.
[32]OSTROM A L,BITNER M J,BROWN S W,et al.Moving forward and making a difference:research priorities for the science of service[J].Journal of Service Research,2010,13(1):4-36.
[33]SWAID S I,WIGAND R T.The effect of perceived site-to-store service quality on perceived value and loyalty intentions in multichannel retailing[J].International Journal of Management,2012,29(3):301-313.
[34]PAYNE A F,STORBACKA K,FROW P.Managing the co-creation of value[J].Journal of the Academy of Marketing Science,2008,36(1):83-96.
[35]THOMKE S.Customers as innovators:a new way to create value[J].Harvard Business Review,2002,80(4):74-81.
[36]王新新,万文海.消费领域共创价值的机理及对品牌忠诚的作用研究[J].管理科学,2012(5):52-65.
[37]BARON R M,KENNY D A.The moderator-mediator variable distinction in social psychological research:conceptual,strategic and statistical considerations[J].Journal of Personality and Social Psychology,1986,51(6):1173-1182.
(1)因篇幅所限,本文所有量表设计所借鉴的具体研究文献未列示,留存备索。作者邮箱:pengyis2008@163.com。