顾客感知的员工情绪劳动对其购买行为的影响——以家居零售企业为例
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摘要
服务业在国民经济中发挥着非常重要的作用,而对于低科技高接触的家居零售企业,其产品定制化、价值高等特征使顾客在购买过程中更需要员工进行微笑服务和热情推荐,以满足顾客的个性化需求,这就使得情绪劳动更显重要。情绪劳动作为一个人力资源领域的概念,在以往研究中聚焦于对员工和组织的影响,较少涉及其对顾客的影响。以家居零售企业为例,构建关于顾客感知的员工情绪劳动、顾客参与、顾客反应与顾客认同之间的模型,并进行实证分析可以发现,表层表演、深层扮演、真实表达通过顾客参与作为部分中介正向影响顾客感知服务质量、顾客满意和购买意向;顾客认同在顾客参与和顾客反应中起调节作用,顾客认同度越高,顾客参与对顾客反应的正向影响越强;顾客感知服务质量正向影响顾客购买意向与顾客满意。因此,为更好地提高顾客的认同度,企业一定要认识到顾客参与的重要性,在招聘、培训及日常工作中重视员工情绪管理能力,在经营活动中注意营造和谐舒适的服务环境,注重承担社会责任,树立良好企业形象。
The service industry plays an important role in the national economy. In the low-tech and high-touch enterprises such as home retail enterprises,due to the characteristics of customized products and high value,customers need more smiles and enthusiastic recommendation from employees in the purchase process to meet their personalized demand. Emotional labor is even more important in home retail enterprise. Previous study on emotional labor,a concept of human resources,focuses more on the impact on employees and organizations,and less on the impact on customers. Taking the home retail enterprise as an example,the model of customer perceived employee's emotional labor,customer participation,customer response and customer identification is established. Empirical analysis shows that:surface performance,deep play and real expression are positively affect customer perceived service quality,customer satisfaction and purchase intention through customer participation;and customer identity plays a regulatory role in customer engagement and customer response. Higher customer recognition will lead to stronger positive impact of customer participation on customer response;and customer perceived service quality positively affects customers purchase intention and customer satisfaction. Based on the above results,some management measures are proposed:enterprises should pay attention to the ability of employees' emotional management in recruitment,training and daily work,and recognize the importance of customer participation. In addition,enterprises should create a harmonious and comfortable service environment in their business activities,and pay attention to social responsibility to establish a good corporate image to enhance customer recognition.
The service industry plays an important role in the national economy. In the low-tech and high-touch enterprises such as home retail enterprises,due to the characteristics of customized products and high value,customers need more smiles and enthusiastic recommendation from employees in the purchase process to meet their personalized demand. Emotional labor is even more important in home retail enterprise. Previous study on emotional labor,a concept of human resources,focuses more on the impact on employees and organizations,and less on the impact on customers. Taking the home retail enterprise as an example,the model of customer perceived employee's emotional labor,customer participation,customer response and customer identification is established. Empirical analysis shows that:surface performance,deep play and real expression are positively affect customer perceived service quality,customer satisfaction and purchase intention through customer participation;and customer identity plays a regulatory role in customer engagement and customer response. Higher customer recognition will lead to stronger positive impact of customer participation on customer response;and customer perceived service quality positively affects customers purchase intention and customer satisfaction. Based on the above results,some management measures are proposed:enterprises should pay attention to the ability of employees' emotional management in recruitment,training and daily work,and recognize the importance of customer participation. In addition,enterprises should create a harmonious and comfortable service environment in their business activities,and pay attention to social responsibility to establish a good corporate image to enhance customer recognition.
引文
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[3]万祥露.情绪劳动对工作满意度的影响[D].南京:南京师范大学,2014.
[4]GROTHM,HENNIG-THURAU T,WALSH G.Customer reactions to emotional labor:the roles of employee acting strategies and customer detection accuracy[J].Academy of management journal,2009,52(5):958-974.
[5]HENNIG-THURAU T,GROTH M,PAUL M,et al.Are all smiles created equal?how emotional contagion and emotional labor affect service relationships[J].Journal of marketing,2006,70(3):58-73.
[6]LOVELOCKC H,YOUNGR F.Look to consumers to increase productivity[J].Harvard business review,1979,57(5/6):168-178.
[7]CERMAK D S P,FILE K M,PRINCE R A.A benefit segmentation of the major donor market[J].Journal of business research,1994,29(2):121-130.
[8]KELLOGG D L.A customer contact measurement model:an extension[J].International journal of service industry management,2000,11(1):26-45.
[9]张凤超,尤树洋.顾客参与对顾客满意的影响路径:“共同制造”视角下的实证研究[J].东北师大学报(哲学社会科学版),2010(3):38-42.
[10]GRONROOS C.From marketing mix to relationship marketing:towards a paradigm shift in marketing[J].Management decision,1994,32(4):4-20.
[11]WU H J,LIANG R D.The relationship between white-water rafting experience formation and customer reaction:a flow theory perspective[J].Tourism management,2011,32(2):317-325.
[12]TSAI W C,HUANG Y M.Mechanisms linking employee affective delivery and customer behavioral intentions[J].Journal of applied psychology,2002,87(5):1 001-1 008.
[13]刘铭.服务员工行为对顾客忠诚与赢利性之间关系的影响研究[D].广州:广东工业大学,2014.
[14]CARDOZO R N.An experimental study of customer effort,expectation and satisfaction[J].Journal of marketing research,1965,2(3):244-249.
[15]彭江林.唯品会和聚美优品的美妆商品营销策略比较研究[D].长沙:湖南大学,2016.
[16]GRANDEY A A.Emotion regulation in the workplace:a new way ti conceptualize emotional labor[J].Journal of occupational health psychology,2005(5):95-110
[17]MARCH J G,SIMON H A.Organizations[M].New York:John Wiley&Sons,1958:13-25.
[18]MARIN D,PETROMAN I,POPESCU M,et al.Factors that influence consumer of rural and farm tourism behavior[J].Lucr?ri?tiin?ifice management agricol,2013,15(4):81-85.
[19]ZEITHAML V A.The behavioral consequences of service quality[J].Journal of marketing,1996,60(2):31-46.
[20]董军,李小华,何存道.影响消费者购买意向的因素研究[J].人类工效学,1998(3):25-28.
[21]BARONRM,KENNYDA.The moderator-mediator variable dist social psychological research:conceptual[J].Journal of personality and social psychology,1986,51(6):1173-1 182.