摘要
顾客参与反映出顾客的积极角色,涉及顾客为服务生产和传递提供的资源和采取的行动。对于很多服务而言,服务的有效传递和服务质量的保证往往离不开顾客的积极参与。鼓励顾客成为价值的共同创造者被认为是有效竞争的下一个前沿领域也激起了学者们和企业对顾客参与的更大兴趣。虽然很多学者从不同的侧面对顾客参与进行了研究,但是近年来一些学者开始质疑顾客参与对营销相关结果的正面影响并关注顾客在参与过程中的心理认知和反应,研究顾客参与中心理反应的一个最合适的理论视角就是社会心理学领域的自我服务偏见。
本文主要基于自我服务偏见理论研究顾客参与中的心理反应,通过四组实验和一组质化研究检验中国的商业情境下,顾客在参与过程中出现的自我服务偏见及其对顾客态度结果的影响,并进一步探索顾客与服务提供者之间的人际关系是否可以作为抑制或减少自我服务偏见的有效机制。主要研究结论如下：
第一,通过复制Bendapudi和Leone (2003)对顾客参与中的心理反应进行的经典研究,本研究证实了在中国情境下,当顾客参与到和企业共同生产的过程中同样会出现自我服务偏见,进而影响顾客对企业满意度的评价。不管结果如何(结果好于期望、结果比期望差、结果和期望一致),参与到共同生产过程中的顾客的满意度都要低于没有参与的顾客的满意度。
第二,不管是通过情景模拟的方法检验顾客与服务提供者之间关系还是直接检验服务背景下顾客与服务提供者之间自然发生的人际关系,本研究都证实了在服务背景下,顾客与服务提供者之间的亲密关系会抑制顾客参与中的自我服务偏见。具体而言,当顾客与服务提供者之间关系比较陌生或者疏远时,参与到服务中的顾客对好的服务结果(结果好于期望)要比不好的服务结果(结果比期望差)承担更多的责任；当顾客与服务提供者之间存在较为亲密的个人关系时,不管服务最终结果是好于期望还是比期望差,顾客在对结果承担个人责任方面没有差异,即在对好的服务结果要求赞许的同时也会对不好的服务结果承担更多的责任。亲密关系下的顾客要比疏远关系中的顾客更客观、更谦逊地看待自己对服务结果做出的积极贡献。此外,无论结果好于期望还是比期望更差,与服务提供者之间关系亲密的顾客比关系疏远条件下的顾客更满意,这也间接证实了顾客与服务提供者之间的亲密关系可以作为减少自我服务偏见的一种有效机制。
第三,通过调查顾客参与程度的调节作用,本研究发现顾客参与的程度会调节顾客与服务提供者之间关系对顾客参与中的自我服务偏见的影响。相对于顾客低度参与的情况,顾客与服务提供者之间的亲密关系对自我服务偏见的影响在顾客高度参与的情况下更强。顾客参与程度也会调节顾客与服务人员关系对顾客参与条件下的满意度的影响效果。相对于顾客低度参与的情况,关系亲密条件下的顾客比关系疏远条件下的顾客在高度参与的情况下具有更高的满意度。
第四,本研究通过质化研究方法对中国消费者视角下的顾客与服务提供者之间的关系进行了探索性研究。发现顾客在服务生产和传递的过程中会和服务人员建立起个人间的关系,也包括建立和维系那种类似朋友一样的亲密关系或商业友谊。对中国消费者而言,一些重要的关系要素包括认同、喜欢、了解、信赖、承诺、自我表露、提供帮助等。
本研究的主要创新之处在于应用跨学科的交叉研究方法,基于社会科学领域的研究成果对服务情境下顾客参与的心理反应及其影响进行了研究,这就对顾客参与现有理论的普适性进行了检验,并进一步深化了顾客参与的现有研究。本研究对中国情境下服务关系的探索性研究以及对服务关系中人际层面的关系对顾客心理层面的深层影响的研究也拓展了服务领域顾客与服务提供者之间关系的现有研究。在整个研究过程中,文献研究、深度访谈、问卷调查、内容分析、情景模拟的实验方法等多种研究方法和数据分析方法的综合使用也保证了研究的可靠性与科学性。
研究结论拓展了营销领域对顾客参与和服务关系领域的现有研究,这也对企业更深入地理解顾客参与和服务关系,更有效地管理顾客参与具有重要的现实意义。文章也指出了本研究的局限性和未来研究方向。
Customer participation in the production of goods and services appears to be growing. In service, it has been described as a behavioral concept that refers to the actions and resources supplied by customers for service production and delivery. In many services context, outcome and the quality of the resulting service is partially dependent on customer's active role as co-producer and the quality of the collaboration among service employees and customers.
Encouraging customers to be "value co-creators" which is considered the next frontier in competitive effectiveness further inspires both marketing scholars and practitioners to pay more attention on customer participation.
Although the different facets of customer participation or customer co-creation of value has been discussed, little is known about the effects participation may have on a customer's psychological processes and evaluations. Some scholars have suggested that research in social psychology on the self-serving bias (SSB) form an appropriate perspective on customer participation.
This study highlights this research interest. Drawing on the social psychological literature on the SSB and personal relationship and using four experiments and one qualitative study, the author explores the effects of SSB on customer satisfaction in Chinese business context and the impact of customer-service provider relationship on the SSB in the process of participation. The major findings are listed as follows:
First, the SSB emerges when customers participate in the process of co-creation value in Chinese context. Customer satisfaction with a firm differs depending on whether a customer participates in production. Whether the outcome is better than expected, as expected or worse than expect, a customer who participates in co-production with the firm is less satisfied than is a customer who does not participates in co-production, although this different is not significant when the outcome is worse than expect.
Second, relationship closeness between customer and service providers acts as a refraining mechanism to customer's SSB in participation. That is, customer having a distant relationship with service provider assumes greater responsibility for the good outcome (better than expected) than for the bad outcome (worse than expect), thus manifesting the SSB. Customers who has a close relationship with service provider takes neither greater responsibility for the good outcome (better than expected) nor lower responsibility for the bad outcome (worse than expect). Further, close participants report making a less positive contribution to the service outcome relative to distant participants.
Third, the participative roles adopted by customers in service production and delivery moderate the effects of relationship mechanism on SSB in participation. Specifically, the moderating effect of relationship closeness on SSB is stronger when customer highly participates in the service production and delivery. A customer who has a close relationship with service provider is much more satisfied than is a customer who has a distant relationship with service provider in high customer participation condition relative to low customer participation condition.
Fourth, the strong relationship, such as commercial friendships, can be developed between customer and service provider from the customer's point of view in Chinese context. By qualitative study, the author also identifies 18 important components of such interpersonal relationship, including:identification, liking, understanding, trust, commitment, support providing, self-exposure, etc.
Mixed research methods are used in this study, including scenario-based role-playing experiments, focus group, in-depth interviews, content analysis and empirical based survey research with real customers.
Based on cross-discipline research, this study has theoretical and managerial implications. It contributes to examine and broaden current theories pertaining to customer participation by investigating the psychological responses and the factors or mechanism that has the potential to influence the psychological responses in customer participation. The finding regarding the impact of customer-service provider relationship on psychological response of customer deepen the understanding of customer-service provider relationship and broaden current research on service relationship in domain of service marketing.
The result also offers suggestions and insights to companies to manage customer participation and relationships between customer and their employees effectively.
Finally, the author discusses the limitation and direction for further research.
引文
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① Price, Linda L., Eric J. Arnould, and Patrick Tierney. Going to Extremes:Managing Service Encounters and Assessing Provider Performance. Journal of Marketing,1995,59 (April):83-97.
①注：营销相关的结果涉及满意、忠诚、口碑推荐等,参考Zeithaml, Valarie A.. Leonard L. Berry, and A. Parasuraman. The Behavioral Consequences of Service Quality. Journal of Marketing,1996,60 (April):31-46.
① Goulding, Christina. Grounded Theory:A Practical Guide for Management, Business and Market Researchers. Sage Publications, Thousand Oaks, CA,2002:9-55.
②关于理论研究和实证研究的更多讨论可以参考：许德音,周长辉.中国战略管理学研究现状评估.管理世界,2004年第5期：76-87；李艳华.谈实证研究与理论研究的辩证结合.出版发行研究,2007,4：44-45；宋六锁.论心理学的理论和研究和实证研究.学术交流,2005,8:25-27; Ethridge, Don E.. Research Methodology in Applied Economics:Organizing, Planning, and Conducting Economic Research. Iowa State University Press,1995:65-90.
① Strauss. A. and J. Corbin. Basics of Qualitative Research. Newbury Park. CA:Sage,1990:19-35.
② Malhotra. Naresh K.. Marketing Research:An Applied Orientation (3rd Eds.). Prentice Hall. Inc..1999: 104-124.
③ Goldsmith. Ronald E.. Current and Future Trends in Marketing and Their Implications for the Discipline. Journal of Marketing Theory and Practice,2004,12 (4):10-17.
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①这方面的论述可以参考：Zeithaml, Valerie A.. A. Parasuraman. and Leonard L. Berry. Problems and Strategies in Services Marketing. Journal of Marketing,1985,49 (Spring):33-46; Bowen, David E. and Benjamin Schneider. Services Marketing and Management:Implications For Organizational Behavior. In B. Stow, and L. L. Cummings (Eds.), Research in Organizational Behavior. JAI Press. Greenwich, CT,1988:158-196; Ennew. Christine T. and Martin R. Binks. Impact of Participative Service Relationships on Quality. Satisfaction and Retention:An Exploratory Study. Journal of Business Research.1999,46(2):121-132.
①他们对顾客合作生产行为的测量包括组织的社会化、表达需要、对YMCA的知识以及被试者对YMCA的活动做出贡献的意愿和动机。有益的结果(Benifical Outcomes)包括个人发展、社会发展、技能开发和价值开发四个方面。具体研究内容参考：Lengnick-Hall C. A., Vincentia Claycomb, and Lawrence W. Inks. From Recipient to Contributor:Examining Customer Roles and Experienced Outcomes. European Journal of Marketing,2000,34 (3/4):359-83.
①关于自我服务偏见的更多探讨,可以参考以下文献：Miller, D. T. and M. Ross. Self-Serving Biases in the Attribution of Causality:Fact or Fiction? Psychological Bulletin,1975,82:213-225; Heider, F.. A Conversation with Fritz Heider. In J. H. Harvey, W. J. Ickes, and R. F. Kidd (Eds.), New Directions in Attribution Research. Hillsdale, NJ:Erlbaum,1976:47-61; Greenberg, J., T. A. Pyszczynski, and S. Solomon. The Self-Serving Attributional Bias:Beyond Self Presentation. Journal of Experimental Social Psychology,1982,18: 56-67; Anderson, C. A., D. S. Krull, and B. Weiner. Explanations:Processes and Consequences. In E. T. Higgins and A. W. Kruglanski (Eds.), Social Psychology:Handbook of Basic Principles. New York:Guilford Press,1996: 271-296; Campbell, W. K. and C. Sedikides. Self-Threat Magnifies the Self-Serving Bias:A Meta-Analytic Integration. Review of General Psychology,1999,3(1):23-43.
①这里的自尊是指人们全面的自我评价,是人们所有的自我图式和可能的自我的集合。自尊会驱动着我们的认知机制。参考Myers, David G.. Social Psychology. The McGraw-Hill Companies, Inc.,2005:47-58.
①这方面的详细讨论可参考：Sedikides, Constantine, W. Keith Campbell, Glenn D. Reeder, and Andrew J. Elliot. The Self-Serving Bias in Relational Context. Journal of Personality and Social Psychology,1998,74 (2): 378-386; Campbell, W. Keith, Constantine Sedikides, Glenn D. Reeder, and Andrew J. Elliot. Among Friends? An Examination of Friendship and the Self-serving Bias. British Journal of Social Psychology,2000,39:229-239.
① Heider, F.. The Psychology of Interpersonal Relations. New York:Wiley,1958:57-125.
② Aron, A., and E. N. Aron. Self-Expansion Motivation and Including Other in the Self. In S. Duck (Ed.), Handbook of Personal Relationships:Theory, Research and Intervention (2nd ed.). Chichester, England:Wiley, 1997:251-270.
③ Turner, J. C., P. J., Oakes, A. Haslam, and C. McGarty. Self and Collective:Cognition and Social Context. Personality and Social Psychology Bulletin,1994,20:454-463.
④ Beach, S. R. H., and A. Tesser. Self-Esteem and the Extended Self-Evaluation Maintenance Model:The Self in Social Context. In M. Kernis (Ed.), Efficacy, Agency, and Self-Esteem. New York:Plenum,1995:145-170.
① Yim, Chi Kin (Bennett). David K. Tse and Kimmy Wa Chan. Strengthening Customer Loyalty Through Intimacy and Passion-Roles of Customer-Firm Affection and Customer-Staff Relationships in Services. Journal of Marketing Research,2008,45(6):741-756.
② Iacobucci, D. and Ostrom, A.. Commercial and Interpersonal Relationship:Using the Structure of Interpersonal Relationship to Understand Individual-to-Individual, Individual-to-Firm and Firm-to-Firm Relationships in Commerce. International Journal of Research in Marketing,1996,13(1):53-72.
①这方面的相关研究可以参考以下文献：Clark, T. and C.L. Martin. Customer-to-Customer:The Forgotten Relationship in Relationship Marketing. In J.N. Sheth and A. Parvatiyar (Eds), Relationship Marketing: Theory, Methods, and Applications, Emory University, Atlanta, GA,1994:1-10; McAlexander, J.H., J.W. Schouten, and H.F. Koenig. Building Brand Community. Journal of Marketing,2002,66(January):38-54; Fournier, Susan. Consumers and Their Brands:Developing Relationship Theory in Consumer Research. Journal of Consumer Research,1998,24 (3):343-373; Guenzi, Paolo and Ottavia Pelloni. The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider. International Journal of Service Industry Management,2004,15 (4):365-384.
①这方面的相关研究可以参考以下文献：Gwinner, K. P., D. D. Gremler and M. J. Bitner. Relational Benefits in Services Industries:The Customer's Perspective. Journal of the Academy of Marketing Science,1998, 26 (2),101-114; Macintosh, G. and L. S. Lockshin. Retail Relationships and Store Loyalty:A Multi-Level Perspective. International Journal of Research in Marketing,1997,14(5):487-497; Yim, Chi Kin (Bennett), David K. Tse and Kimmy Wa Chan. Strengthening Customer Loyalty Through Intimacy and Passion-Roles of Customer-Firm Affection and Customer-Staff Relationships in Services. Journal of Marketing Research,2008, 45(6):741-756.
① Goodwin, Cathy. Communality as a Dimension of Service Relationships. Journal of Consumer Psychology.1996.5 (4):387-415.这里的友谊被Allan (1993)称为“文化建构”,是基十表征友谊的一般性标准。
① Czepiel, John A.. Service Encounters and Service Relationships:Implications for Research. Journal of Business Research,1990,20(1):13-21.
② Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles. Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing,1990,54 (July):68-81.
③ Bove, L. L. and L. W. Johnson. Customer Relationships with Service Personnel:Do We Measure Closeness, Quality or Strength? Journal of Business Research,2001,54(3):189-197.
① McAllister, Daniel J.. Affect-and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations. Academy of Management Journal,1995,38 (1):24-59.
①这里的亲密性(Closeness)不同于社会学中的亲密关系(Intimate Relationship),后者是一种有着多种成分的复杂概念,主要涉及爱人和朋友关系,这些亲密关系至少应该在6个方面与其他的一般关系不同,这6个方面包括：了解、关心、依赖、互动、信任和承诺。Closeness比Intimacy的内涵更加丰富,应用范围也更加广泛。参考：Brehm, S. S., R. S. Miller, D. Perlman, and S. M. Campbell. Intimate Relationships (4th ed.).Toronto, Canada:McGraw Hill,2007:1-31.
① Fournier, Susan and David G. Mick. Rediscovering Satisfaction. Journal of Marketing,1999,63 (October), 5-23; Oliver, R. L.. Customer Satisfaction:A Behavioral Perspective on the Consumer. New York:McGraw-Hill, 1997:135-150.
①部分内容可参考理论综述部分,详细的文献目录可以向作者索取。需要注意的是,在服务背景下的顾客与服务提供者之间的关系会涉及到各种各样不同的术语,比如亲密关系(Barnes,1997)、商业友谊(Price and Arnould,1999)、业务友谊(Haytko,2004)、共同性(Goodwin,1996)等等,这些在做文献综述时都需要涵盖,但本文并不关注这些术语间的差别和最适性问题。
②取自Coulter和Ligas (2004)的研究。
①参考：Strauss, A. and Corbin J.. Basics of Qualitative Research. Newbury Park, CA:Sage,1990.事实上,很多营销学者在进行探索性研究时并没有做到资料的“饱和”,比如Price, Linda L. and Eric J. Arnould. Commercial Friendships:Service Provider-Client Relationships in Context. Journal of Marketing,1999,63 (October):38-56; Gwinner, Kevin R., Dwayne D. Gremler, and Mary J. Bitner. Relational Benefits in Services Industries:The Customer's Perspective. Journal of the Academy of Marketing Science,1998,26 (2):101-114.
①即增加顾客自治(Customer's Autonomy),参考：Bendapudi,Needli and Robert P. Leone. Psychological Implications of Customer Participation in Co-Production. Journal of Marketing,2003,67 (January),14-28.
① Guenzi, Paolo and Ottavia Pelloni. The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider. International Journal of Service Industry Management,2004,15 (4):365-384.
①这方面的相关研究可以参考：Zeithaml. Valarie A., Leonard L. Berry, and A. Parasuraman. The Behavioral Consequences of Service Quality. Journal of Marketing,1996,60 (April):31-46; Mittal, Vikas. William T. Ross. Jr., Patrick M. Baldasare. The Asymmetric Impact of Negative and Positive Attribute-level Performance on Overall Satisfaction and Repurchase Intentions. Journal of Marketing,1998,62(January):33-47;邹德强,赵平.期望不一致对满意影响的函数形式：展望理论的预测.南开管理评论,2008,11(6)：79-85.
① Tsiros, Michael and Vikas Mittal. Regret:A Model of Its Antecedents and Consequences in Consumer Decision Making. Journal of Consumer Research,2000,26 (3):401-417.
① Johnston, W. A. Individual Performance and Self-Evaluation in A Simulated Team. Organizational Behavior and Human Performance,1967,2(3):309-328; Sedikides, Constantine, W. Keith Campbell, Glenn D. Reeder, and Andrew J. Elliot. The Self-Serving Bias in Relational Context. Journal of Personality and Social Psychology,1998,74(2):378-386.
① Yen, HsiuJu Rebecca, Kevin P. Gwinner, and Wanru Su. The Impact of Customer Participation and Service Expectation on Locus Attributions Following Service Failure. International Journal of Service Industry Management,2004,15(1):7-26.
①这方面的研究可以参考：Guenzi, Paolo and Ottavia Pelloni. The Impact of Interpersonal Relationships on Customer Satisfaction and Loyalty to the Service Provider. International Journal of Service Industry Management,2004,15 (4):365-384.
①比如Price, Arnould and Tierney (1995)提到的EAI服务。参考：Price, Linda L., Eric J. Arnould and Patrick Tierney. Going to Extremes:Managing Service Encounters and Assessing Provider Performance. Journal of Marketing,1995.59 (April):83-97.
① Patton. M. Q.. Qualitative Research and Evaluation Methods, Thousand Oaks, CA:Sage.2002:1-185.
① Gronroos, Christian. From Marketing Mix to Relationship Marketing:Toward a Paradigm Shift in Marketing. Management Decision,1994,32(2):4-20; Tax, Stephen S., Stephen W. Brown, and Murali Chandrashekaran. Customer Evaluations of Service Complaint Experiences:Implications for Relationship Marketing. Journal of Marketing,1998,62 (April):60-76.