服务厂商20/80资源投入对消费者幸福感影响的实证研究
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摘要
当今世界服务业快速发展。在日益激烈的服务业市场竞争中,顾客满意和顾客忠诚是服务企业取胜的关键,服务企业投入资源,致力于培育忠诚顾客、长期获得利润。指导实践的服务营销理论在我国已经有了迅速的发展和传播。而对人们幸福感的研究是学术界近二十年来关注和讨论的一个热点。幸福学是一门研究人们追求幸福、产生幸福感的规律的热门科学。它综合考虑了心理学、经济学、社会学和政治学等领域的研究成果与经验。
然而,大量的服务营销研究并没有强调——要提升消费者的幸福感；而幸福学的研究也没有把重点放在服务业消费者的身上,更没有考虑服务厂商20／80差别性资源投入是否会影响消费者的幸福感?如何影响?学术界对消费者幸福感体验的研究尚不成熟,服务厂商对不同顾客的差异性资源投入导致顾客幸福感变化的研究,以及将服务顾客的幸福感和其福利效用整合起来的研究基本未见。所以,将服务厂商20／80差别性资源投入、顾客幸福感及其福利效用结合起来,是本研究进行的有意义的尝试。
本研究通过深入而谨慎的文献梳理,构建了服务厂商20／80差别性资源投入与感知服务质量、感知服务公平以及普通顾客和VIP顾客的幸福感不同变化的关系模型,采用大规模问卷调查的实证研究方法,验证了模型中提出的绝大部分假说。主要结论是：
1.由于服务厂商20／80资源投入,接受服务之后,占消费者80%比例的普通顾客幸福感显著下降(损失),而占消费者20%比例的VIP顾客幸福感显著上升(收益)。
2.上述消费者的幸福感变化不会因服务类别不同而产生显著差异；也不会因消费者的个人基本属性(如：性别、年龄、个人成就需求、全职工作与否)不同而产生显著差异。但是,消费者的幸福感变化会因消费者的其它一些与消费选择联系紧密的属性(如：个人月收入、对服务机构的总体信任感、总体认同感)不同而产生显著差异。
3.顾客在接受服务过程中,服务厂商的差别性资源投入,会体现为对于VIP和普通顾客的不同服务待遇,通过感知服务质量这个中介变量,影响顾客的瞬间幸福感和主观幸福感。
4.服务企业提供公平服务、满足顾客社交性利益的程度,直接影响顾客的幸福感受。即：顾客在接受服务过程中,服务厂商的差别性资源投入,会体现为对于VIP和普通顾客的不同服务待遇,通过感知服务公平这个中介变量,影响顾客的瞬间幸福感和主观幸福感。
5.顾客的感知服务公平对感知服务质量有显著的正向影响。
6.服务厂商20／80资源投入,使普通消费者和VIP消费者的幸福感发生相反方向的变化,导致服务消费者的福利效用不是增益,而是净损失。以“人类公益、社会和谐”为导向,推论了服务厂商的20／80差别性资源投入的不合理性。
本研究主要采用实证研究方法,通过文献综述和理论分析,界定研究内容的概念,建立具有描述和解释力、又不失简约原则的理论框架,提出反映现实的概念之间关系的研究假说。然后运用行为科学研究中常用的调查和实验设计的方法,通过预测调查和问卷调研等方式收集研究所需的数据。借助先进的统计分析技术对数据进行了分析,对模型和假说进行了检验,并进一步进行了理论的推演。
本研究将服务厂商资源投入和顾客幸福感整合起来,不仅从研究视角、研究内容和研究方法上丰富和拓展了服务营销和幸福学的研究,而且引入展望理论,从分析消费者的幸福感变化,延展到深入分析其福利效用的变化。研究为服务厂商营销管理实践提供了一定的理论支持,具有现实的指导意义。
The service industry is developing rapidly in the world. Satisfaction and loyalty of the customers are crucial to the success of any firm in the increasingly competitive service market. The service firm inputs resources and devotes to cultivate loyal customers to gain long-term profits. Theories of service marketing have already developed and spread rapidly in our country. On the other hand, study on customers' happiness, i.e. subjective well-being, has become the focus of public attention and discussion in the recent 20 years. Eudemonics is a popular science on the law governing people's pursuit of happiness and gaining happiness. It is the integration of the achievements and experience in the fields such as psychology, economics, sociology and politics, and so on.
However, lots of researches on service marketing do not emphasize the need to improve customers'happiness, and eudemonics does not focus on service firms' customers, nor does it consider whether or not the service firms' 20/80 discriminatory resource inputs may affect customers' happiness and how it affects. The academic study on customers' experience of happiness is still immature. The study on customers'happiness changes caused by service firms' discriminatory resource inputs to different customers and the integrating study on customers' happiness and welfares are almost unseen. Therefore, combining the service firms' 20/80 discriminatory resource inputs, customers'happiness and customers' welfares is a meaningful attempt of innovation, tried in the diseertation research.
By sorting out concerning literatures in an in-depth and cautious way, the author builds up the model of relationship among the service firms' 20/80 discriminatory resource inputs, customers'perception of service quality and service justice, and different changes of happiness of ordinary customers and of VIP customers. In that way, the dissertation verifies most hypotheses provided in the model by conducting big-scale surveys. Major conclusions are as follows:
1. Because of service firms'20/80 discriminatory resource inputs, happiness of ordinary customers (80% of total customers) is on the decrease (damages), while happiness of VIP customers (20% of total) is on the increase (profits).
2. The happiness changes of customers above do not result from an obvious distinction in service's types, or from customers' individual attributes (such as sex, age, achievement demand, having full-time job or not, etc.) However, the happiness changes of different-class customers have an obvious distinction because of other attributes closely connecting with customers'consumption choices (such as the customer's income per month, the general trust and identification of the service firm, etc.)
3. During the service process, the service firms'discriminatory resource input presents itself by different treatments to VIPs and to ordinary customers, and it affects customers'instant happiness and their subjective well-beings by the intermediate variable, customers'perception of service quality.
4. During the service process, the service firms'discriminatory resources input presents itself by different treatments to VIPs and to ordinary customers, and it affects customers' instant happiness and their subjective well-beings by the intermediate variable, customers'perception of service justice.
5. There is an obvious direct effect from the customers'perception of the service justice to their perception of service quality.
6. The service firms'20/80 discriminatory resource input makes happiness of ordinary customers and that of VIP customers change in different directions, leading to welfare losts in customers, rather than welfare profits. From the view of "public good of human beings and harmony of society", the dissertation points out that service firms'20/80 discriminatory resource input is not justified.
The empirical methodology is applied in the research of this dissertation. Based on the empirical observation and theoretical analysis, the concepts are defined, and hypothesis of relationship among concepts are developed. Also a parsimonious and powerful theoretical framework, covering concepts and hypothesis, is built in the research. Then surveys and experiments, which are usually used in behavior science, are applied to collect data, while advanced statistical programs are adopted for data analysis. Based on data analysis result, the hypotheses in the frameword are tested, and further theoretical analysis is conduted.
The research combines service firms' resource inputs and customers' happiness. It enriches and expands the research of the service marketing and the study on happiness from aspects of perspectives, contents and methods. Moreover, it brings in Prospect Theory creatively—from the analysis of customers' happiness changes to the profound analysis of their welfare changes. Furthermore, the dissertation provides the service firms'marketing some theoretical supports to some extent, which may work as a practical guidance.
然而,大量的服务营销研究并没有强调——要提升消费者的幸福感；而幸福学的研究也没有把重点放在服务业消费者的身上,更没有考虑服务厂商20／80差别性资源投入是否会影响消费者的幸福感?如何影响?学术界对消费者幸福感体验的研究尚不成熟,服务厂商对不同顾客的差异性资源投入导致顾客幸福感变化的研究,以及将服务顾客的幸福感和其福利效用整合起来的研究基本未见。所以,将服务厂商20／80差别性资源投入、顾客幸福感及其福利效用结合起来,是本研究进行的有意义的尝试。
本研究通过深入而谨慎的文献梳理,构建了服务厂商20／80差别性资源投入与感知服务质量、感知服务公平以及普通顾客和VIP顾客的幸福感不同变化的关系模型,采用大规模问卷调查的实证研究方法,验证了模型中提出的绝大部分假说。主要结论是：
1.由于服务厂商20／80资源投入,接受服务之后,占消费者80%比例的普通顾客幸福感显著下降(损失),而占消费者20%比例的VIP顾客幸福感显著上升(收益)。
2.上述消费者的幸福感变化不会因服务类别不同而产生显著差异；也不会因消费者的个人基本属性(如：性别、年龄、个人成就需求、全职工作与否)不同而产生显著差异。但是,消费者的幸福感变化会因消费者的其它一些与消费选择联系紧密的属性(如：个人月收入、对服务机构的总体信任感、总体认同感)不同而产生显著差异。
3.顾客在接受服务过程中,服务厂商的差别性资源投入,会体现为对于VIP和普通顾客的不同服务待遇,通过感知服务质量这个中介变量,影响顾客的瞬间幸福感和主观幸福感。
4.服务企业提供公平服务、满足顾客社交性利益的程度,直接影响顾客的幸福感受。即：顾客在接受服务过程中,服务厂商的差别性资源投入,会体现为对于VIP和普通顾客的不同服务待遇,通过感知服务公平这个中介变量,影响顾客的瞬间幸福感和主观幸福感。
5.顾客的感知服务公平对感知服务质量有显著的正向影响。
6.服务厂商20／80资源投入,使普通消费者和VIP消费者的幸福感发生相反方向的变化,导致服务消费者的福利效用不是增益,而是净损失。以“人类公益、社会和谐”为导向,推论了服务厂商的20／80差别性资源投入的不合理性。
本研究主要采用实证研究方法,通过文献综述和理论分析,界定研究内容的概念,建立具有描述和解释力、又不失简约原则的理论框架,提出反映现实的概念之间关系的研究假说。然后运用行为科学研究中常用的调查和实验设计的方法,通过预测调查和问卷调研等方式收集研究所需的数据。借助先进的统计分析技术对数据进行了分析,对模型和假说进行了检验,并进一步进行了理论的推演。
本研究将服务厂商资源投入和顾客幸福感整合起来,不仅从研究视角、研究内容和研究方法上丰富和拓展了服务营销和幸福学的研究,而且引入展望理论,从分析消费者的幸福感变化,延展到深入分析其福利效用的变化。研究为服务厂商营销管理实践提供了一定的理论支持,具有现实的指导意义。
The service industry is developing rapidly in the world. Satisfaction and loyalty of the customers are crucial to the success of any firm in the increasingly competitive service market. The service firm inputs resources and devotes to cultivate loyal customers to gain long-term profits. Theories of service marketing have already developed and spread rapidly in our country. On the other hand, study on customers' happiness, i.e. subjective well-being, has become the focus of public attention and discussion in the recent 20 years. Eudemonics is a popular science on the law governing people's pursuit of happiness and gaining happiness. It is the integration of the achievements and experience in the fields such as psychology, economics, sociology and politics, and so on.
However, lots of researches on service marketing do not emphasize the need to improve customers'happiness, and eudemonics does not focus on service firms' customers, nor does it consider whether or not the service firms' 20/80 discriminatory resource inputs may affect customers' happiness and how it affects. The academic study on customers' experience of happiness is still immature. The study on customers'happiness changes caused by service firms' discriminatory resource inputs to different customers and the integrating study on customers' happiness and welfares are almost unseen. Therefore, combining the service firms' 20/80 discriminatory resource inputs, customers'happiness and customers' welfares is a meaningful attempt of innovation, tried in the diseertation research.
By sorting out concerning literatures in an in-depth and cautious way, the author builds up the model of relationship among the service firms' 20/80 discriminatory resource inputs, customers'perception of service quality and service justice, and different changes of happiness of ordinary customers and of VIP customers. In that way, the dissertation verifies most hypotheses provided in the model by conducting big-scale surveys. Major conclusions are as follows:
1. Because of service firms'20/80 discriminatory resource inputs, happiness of ordinary customers (80% of total customers) is on the decrease (damages), while happiness of VIP customers (20% of total) is on the increase (profits).
2. The happiness changes of customers above do not result from an obvious distinction in service's types, or from customers' individual attributes (such as sex, age, achievement demand, having full-time job or not, etc.) However, the happiness changes of different-class customers have an obvious distinction because of other attributes closely connecting with customers'consumption choices (such as the customer's income per month, the general trust and identification of the service firm, etc.)
3. During the service process, the service firms'discriminatory resource input presents itself by different treatments to VIPs and to ordinary customers, and it affects customers'instant happiness and their subjective well-beings by the intermediate variable, customers'perception of service quality.
4. During the service process, the service firms'discriminatory resources input presents itself by different treatments to VIPs and to ordinary customers, and it affects customers' instant happiness and their subjective well-beings by the intermediate variable, customers'perception of service justice.
5. There is an obvious direct effect from the customers'perception of the service justice to their perception of service quality.
6. The service firms'20/80 discriminatory resource input makes happiness of ordinary customers and that of VIP customers change in different directions, leading to welfare losts in customers, rather than welfare profits. From the view of "public good of human beings and harmony of society", the dissertation points out that service firms'20/80 discriminatory resource input is not justified.
The empirical methodology is applied in the research of this dissertation. Based on the empirical observation and theoretical analysis, the concepts are defined, and hypothesis of relationship among concepts are developed. Also a parsimonious and powerful theoretical framework, covering concepts and hypothesis, is built in the research. Then surveys and experiments, which are usually used in behavior science, are applied to collect data, while advanced statistical programs are adopted for data analysis. Based on data analysis result, the hypotheses in the frameword are tested, and further theoretical analysis is conduted.
The research combines service firms' resource inputs and customers' happiness. It enriches and expands the research of the service marketing and the study on happiness from aspects of perspectives, contents and methods. Moreover, it brings in Prospect Theory creatively—from the analysis of customers' happiness changes to the profound analysis of their welfare changes. Furthermore, the dissertation provides the service firms'marketing some theoretical supports to some extent, which may work as a practical guidance.
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