顾客主动社会化对任务持续参与意愿的影响研究
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摘要
以顾客主动社会化的视角,研究顾客在服务参与中关系身份合理性的重要作用。通过以团队网络游戏为研究背景进行的实证研究发现,顾客在服务参与中会表现出两类主动社会化行为,即任务信息搜寻和任务反馈搜寻,而这两类主动社会化行为对顾客持续参与意愿的影响作用分别受到顾客角色身份合理性和顾客个人身份合理性的中介作用。
The current research examines the important role of the rational identity in service participation from the perspective of customer proactive socialization. We conducted an empirical research on the background of the online team game, and the results indicated that the customers have two types of proactive socialization behaviors in the service participation: the task information seeking and the task feedback seeking. The impact of the two types of proactive socialization behaviors on the customer's intention in continuous participation is mediated by the rationality of customer role identity and rationality of customer personal identity respectively.
The current research examines the important role of the rational identity in service participation from the perspective of customer proactive socialization. We conducted an empirical research on the background of the online team game, and the results indicated that the customers have two types of proactive socialization behaviors in the service participation: the task information seeking and the task feedback seeking. The impact of the two types of proactive socialization behaviors on the customer's intention in continuous participation is mediated by the rationality of customer role identity and rationality of customer personal identity respectively.
引文
[1] 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(5):324-335.
[2] 徐岚,方国斌,崔楠.保险业顾客社会化策略研究[J].保险研究,2012(11):82-87.
[3] MILLS P K,MORRIS J H.Clients as “Partial” Employees of Service Organizations:Role Development in Client Participation[J].Academy of Management Review,1986,11(4):726-735.
[4] SLUSS D M,ASHFORTH B E.Relational Identity and Identification:Defining Ourselves through Work Relationships[J].Academy of Management Review,2002,32(1):9-32.
[5] MORRISON E W.Information Seeking within Organizations [J].Human Communication Research,2002,28(2):229-242.
[6] NAMASIVAYAM K.The Consumer as “Transient Employee” Consumer Satisfaction through the Lens of Job-Performance Models[J].International Journal of Service Industry Management,2003,14(4):420-435.
[7] ZEITHAML V A,BERRY L L,Parasuraman A.The Behavioral Consequences of Service Quality [J].Journal of Marketing,1996,60(2):31-46.
[8] KELLEY S W,DONNELLY J H,SKINNER J R.Customer Participation in Services Production and Delivery[J].Journal of Retailing,1990,66(3):315-376.
[9] XU L,CUI N,QUALLS W,et al.How Socialization Tactics Affect Supplier-Buyer Co-Development Performance of Exploratory and Exploitative Projects:The Mediating Effects of Cooperation and Collaboration[J].Journal of Business Research,2017,78:242-251.
[10] ROUSSEAU D M.Psychological Contracts in Organizations:Understanding Written and Unwritten Agreements[M].Thousand Oaks:Sage,1995.
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[12] JOHNSON M D,ANDERSON E W,FORNELL C.Rational and Adaptive Performance Expectations in a Customer[J].Journal of Consumer Research,1995,21(4):695-707.
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[15] CHAN D,SCHMITT N.Interindividual Differences in Changes in Proactivity during Organizational Entry:A Latent Growth Modeling Approach to Understanding Newcomer Adaptation[J].Journal of Applied Psychology,2000,85:190-210.
[16] MORRISON E W,BIES R J.Impression Management in the Feedback Seeking Process:A Literature Review and Research Agenda[J].Academy of Management Review,1991,16:522-541.
[17] LAWLER E J,YOON J.Commitment in Exchange Relations:Test of a Theory of Relational Cohesion[J].American Sociological Review,1996,61:89-108.
[18] 徐岚,崔楠,靳蓓.服务人员-顾客关系形成的社会化过程研究[J].经济管理,2013,35(2):75-86.
[19] ASHFORD S J.Feedback-Seeking in Individual Adaptation:A Resource Perspective [J].Academy of management Journal,1986,29(3):465-487.
[20] STETS J E.Role Identities and Person Identities:Gender Identity,Mastery Identity,and Controlling One’s Partner[J].Sociological Perspectives,1995,38(2):129-150.
[21] LONDON M.The Power of Feedback:Giving,Seeking,and Using Feedback for Performance Improvement[M].New York:Routledge/Taylor & Francis Group,2015.
[22] REICHERS A E.An Interactionist Perspective on Newcomer Socialization Rates [J].Academy of Management Review,1987,12(2):278-287.
[23] ASHFORTH B K,SAKS A M.Socialization Tactics:Longitudinal Effects on Newcomer Adjustment[J].Academy of Management Journal,1996,39(1):149-178.
[24] STETS J E,CAST A D.Resources and Identity Verification from an Identity Theory Perspective[J].Sociological Perspectives,2007,50(4):517-543.
[25] CABLE D M,PARSON C K.Socialization Tactics and Person-Organization Fit[J].Personnel Psychology,2001,54(1):1-23.
[26] FISHBEIN M,AJZEN I.Belief,Attitude,Intention and Behavior:An Introduction to Theory and Research[J].Philosophy and Rhetoric,1975,10(2):130-132.
[27] NUNNALLY J.Psychometric Methods[M].New York:McGraw-Hill,1978.
[28] FORNELL C,LARCKER D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[29] JOHNSON M D,ANDERSON E W,FORNELL C.Rational and Adaptive Performance Expectations in a Customer[J].Journal of Consumer Research,1995,21(4):695-707.
[30] MACKINNON D P.Introduction to Statistical Mediation Analysis[M].Mahwah:Lawrence Erlbaum Associates,2008.
[31] 徐岚,崔楠.服务参与中的顾客社会化:策略、机制与后果[M].北京:科学出版社,2017.
[2] 徐岚,方国斌,崔楠.保险业顾客社会化策略研究[J].保险研究,2012(11):82-87.
[3] MILLS P K,MORRIS J H.Clients as “Partial” Employees of Service Organizations:Role Development in Client Participation[J].Academy of Management Review,1986,11(4):726-735.
[4] SLUSS D M,ASHFORTH B E.Relational Identity and Identification:Defining Ourselves through Work Relationships[J].Academy of Management Review,2002,32(1):9-32.
[5] MORRISON E W.Information Seeking within Organizations [J].Human Communication Research,2002,28(2):229-242.
[6] NAMASIVAYAM K.The Consumer as “Transient Employee” Consumer Satisfaction through the Lens of Job-Performance Models[J].International Journal of Service Industry Management,2003,14(4):420-435.
[7] ZEITHAML V A,BERRY L L,Parasuraman A.The Behavioral Consequences of Service Quality [J].Journal of Marketing,1996,60(2):31-46.
[8] KELLEY S W,DONNELLY J H,SKINNER J R.Customer Participation in Services Production and Delivery[J].Journal of Retailing,1990,66(3):315-376.
[9] XU L,CUI N,QUALLS W,et al.How Socialization Tactics Affect Supplier-Buyer Co-Development Performance of Exploratory and Exploitative Projects:The Mediating Effects of Cooperation and Collaboration[J].Journal of Business Research,2017,78:242-251.
[10] ROUSSEAU D M.Psychological Contracts in Organizations:Understanding Written and Unwritten Agreements[M].Thousand Oaks:Sage,1995.
[11] 徐岚,张磊,官翠玲,等.顾客主动社会化对顾客遵从和医疗服务结果满意度的影响研究[J].管理学报,2018,15(3):427-433.
[12] JOHNSON M D,ANDERSON E W,FORNELL C.Rational and Adaptive Performance Expectations in a Customer[J].Journal of Consumer Research,1995,21(4):695-707.
[13] MORRISON E W,VANCOUVER J B.Within-Person Analysis of Information Seeking:The Effects of Perceived Costs and Benefits[J],Journal of Management.2000,26(1):119-137.
[14] MORRISON E W,CUMMINGS L L.The Impact of Diagnosticity and Performance Expectations on Feedback Seeking Behavior[J].Human Performance,1992,5(4):251-264.
[15] CHAN D,SCHMITT N.Interindividual Differences in Changes in Proactivity during Organizational Entry:A Latent Growth Modeling Approach to Understanding Newcomer Adaptation[J].Journal of Applied Psychology,2000,85:190-210.
[16] MORRISON E W,BIES R J.Impression Management in the Feedback Seeking Process:A Literature Review and Research Agenda[J].Academy of Management Review,1991,16:522-541.
[17] LAWLER E J,YOON J.Commitment in Exchange Relations:Test of a Theory of Relational Cohesion[J].American Sociological Review,1996,61:89-108.
[18] 徐岚,崔楠,靳蓓.服务人员-顾客关系形成的社会化过程研究[J].经济管理,2013,35(2):75-86.
[19] ASHFORD S J.Feedback-Seeking in Individual Adaptation:A Resource Perspective [J].Academy of management Journal,1986,29(3):465-487.
[20] STETS J E.Role Identities and Person Identities:Gender Identity,Mastery Identity,and Controlling One’s Partner[J].Sociological Perspectives,1995,38(2):129-150.
[21] LONDON M.The Power of Feedback:Giving,Seeking,and Using Feedback for Performance Improvement[M].New York:Routledge/Taylor & Francis Group,2015.
[22] REICHERS A E.An Interactionist Perspective on Newcomer Socialization Rates [J].Academy of Management Review,1987,12(2):278-287.
[23] ASHFORTH B K,SAKS A M.Socialization Tactics:Longitudinal Effects on Newcomer Adjustment[J].Academy of Management Journal,1996,39(1):149-178.
[24] STETS J E,CAST A D.Resources and Identity Verification from an Identity Theory Perspective[J].Sociological Perspectives,2007,50(4):517-543.
[25] CABLE D M,PARSON C K.Socialization Tactics and Person-Organization Fit[J].Personnel Psychology,2001,54(1):1-23.
[26] FISHBEIN M,AJZEN I.Belief,Attitude,Intention and Behavior:An Introduction to Theory and Research[J].Philosophy and Rhetoric,1975,10(2):130-132.
[27] NUNNALLY J.Psychometric Methods[M].New York:McGraw-Hill,1978.
[28] FORNELL C,LARCKER D F.Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J].Journal of Marketing Research,1981,18(1):39-50.
[29] JOHNSON M D,ANDERSON E W,FORNELL C.Rational and Adaptive Performance Expectations in a Customer[J].Journal of Consumer Research,1995,21(4):695-707.
[30] MACKINNON D P.Introduction to Statistical Mediation Analysis[M].Mahwah:Lawrence Erlbaum Associates,2008.
[31] 徐岚,崔楠.服务参与中的顾客社会化:策略、机制与后果[M].北京:科学出版社,2017.