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论文编号：	475
作者编号：	1120050716
上传时间：	2008/12/26 13:11:23
中文题目：	服务过程中顾客参与的心理机制研
英文题目：	The psychology mechanism of cu
指导老师：	范秀成
中文关键字：	顾客参与、自我效能、群体效能、
英文关键字：	Customer Participation Self-E
中文摘要：	现实生活中，一方面，许多服务需要顾客主动参与服务生产和传递过程，并且这种顾客参与直接决定服务结果和服务质量；另一方面，随着信息技术的飞速发展和顾客知识能力的普遍提高，更多的顾客具有参与服务生产的知识和能力。所以企业的当务之急是如何激发顾客更好的参与服务，以确保服务过程顺利、服务结果良好、服务质量顾客满意。另外，现实生活中存在许多群体服务，其顾客参与更多的体现了群体特征，例如群体能力、群体认同、群体规范、从众等，明显区别于个体服务中的顾客参与。 但是目前顾客参与研究才刚刚步入定量研究阶段，对顾客参与服务的心理机制、启动这些顾客参与心理机制的外部因素等问题的研究还非常缺乏；而针对群体服务中顾客参与的研究就更是凤毛麟角。 因此，本研究分别针对个体服务和群体服务，探索激发顾客参与服务生产和传递的心理机制，并且试图揭示出能够有效启动顾客参与心理机制的外在因素，从而分别构建了针对个体服务和群体服务的顾客参与心理机制模型。具体而言，充分搜集和梳理顾客参与文献研究，并回顾服务接触文献后，在借鉴社会认知心理学自我效能理论的基础上，通过实验一（有效学生样本170）、实验二（有效学生样本174）、真实顾客实证研究一（有效真实顾客样本285），探索了个体服务中自我效能机制对顾客参与的作用，同时比较了顾客正面情绪变化对顾客参与的作用，检验了服务员工和其他顾客在启动这些心理机制时的作用和效用；针对群体服务，通过实验三（有效学生样本156）、实验四（有效学生样本158）、真实顾客实证研究二（有效真实顾客样本296），在自我效能和正面情绪感染的基础上，还另外探索了群体心理——群体效能机制对顾客参与的作用，并检验了服务员工和其他顾客群体在启动这些心理机制时的作用和效用。主要研究结论如下： 第一，无论在个体服务还是群体服务中，顾客参与的自我效能在促进顾客参与行为中发挥重要作用，并且对顾客自身的参与行为——合作生产的作用尤为突出。 第二，顾客参与的群体效能在群体服务中对促进顾客参与行为发挥着重要作用，并且其作用具有针对性，特别是对顾客参与行为——后续投入/互助和分享、以及人际互动的作用更有效。 第三，无论在个体服务还是群体服务中，顾客的正面情绪感染能够积极影响顾客参与行为。尤其是在群体服务中，顾客的正面情绪感染对顾客参与行为发挥着更加广泛的作用。 第四，无论在个体服务还是群体服务中，顾客的理性认知过程（自我效能、群体效能）比感性认知过程（情绪感染）对顾客参与行为的作用更显著。 第五，无论在个体服务还是群体服务中，员工和其他顾客都是引发顾客参与心理机制的关键诱因，并且员工服务行为和其他顾客参与行为对参与自我效能、群体效能的作用更明显，而员工鼓励和其他顾客鼓励对顾客正面情绪感染的作用更明显。 第六，相对个体服务而言，群体服务中自我效能和群体效能对顾客参与行为的作用更具有针对性。相对群体服务而言，个体服务中顾客正面情绪感染对顾客参与行为的作用更具有针对性。 第七，其他顾客比服务员工对引发顾客参与心理机制发挥更广泛和显著的作用，在针对真实顾客进行的实证研究中更是如此。 本研究的理论贡献主要表现在：（1）借鉴心理学成熟的理论，针对个体服务探索并反复证明了自我效能、情绪感染对激发顾客参与行为的重要作用；（2）针对群体服务具有的群体性特征，探索并反复证明了除了自我效能和情绪感染心理机制外，群体效能同样是激发顾客群体参与行为的心理动因；（3）就顾客理性认知过程——自我效能、群体效能和顾客感性认知过程——情绪感染对顾客参与行为的作用进行了比较分析；（4）从服务接触角度探索并反复证明了服务员工和其他顾客在启动顾客参与心理机制时所发挥的重要作用；（5）分别针对个体服务和群体服务、服务员工和其他顾客、实验研究和真实顾客实证研究进行了顾客参与心理机制的对分析对比；（6）另一方面，拓展了社会心理学自我效能和群体效能理论的应用范围，证明了在顾客动机强烈、目标明确的商业交易情境中它们对引发顾客参与行为的作用；（7）在研究方法上，结合具体的情景特征，综合使用了焦点小组访谈、深度访谈、描述场景的实验研究和真实顾客问卷调查的实证研究等多种研究方法，同时采用SPSS（信度检验、效度检验、ANOVA、协方差分析、SNK）和基于PLS-Graph（信度效度检验、路径系数检验）的结构方程软件作为数据分析工具，这对研究方法和分析方法的多样化是个有益尝试。 最后为服务企业和公关服务机构提出了有价值的建议。本文的成果可为服务企业、公关服务机构促进顾客积极参与服务生产和传递，培养顾客参与意识和能力，培训服务员工，设计和营造服务氛围，巧妙利用其他顾客参与行为等服务营销管理提供重要的理论指导。
英文摘要：	On one hand, many services require customer participation in service production and delivery process in real life, which decide service result and service quality; on the other hand, more customers grasp knowledge and ability of service production with rapid development of information technology and general improvement of customer knowledge and ability. So it is a urgent problem to how to motivate customer better participation to ensure successful service process, good service result, good service quality and favor customer reply. Moreover many collective services are provided in real life, while more customer participation stands for collective characteristics, such as collective identity, collective norm, conformity etc. different from those of individual service. However, quantitative study has just began, there are not many studies on external factors such as psychology mechanism of customer participation and psychology mechanism to motivate. But customer participation lack of specific collective service research, at the same time. Therefore, this study explores psychology mechanism of customer participation in service production and delivery according to individual and collective service separately, and attempt to explain external factors to motivate customer participation and psychology mechanism to construct customer participation and psychology mechanism model in line with individual and collective service separately. To be more specific, the paper explores the individual service self-efficacy mechanism effect customer participation compared with customer positive emotion contagion to influence customer participation, examines levels of service employee and other customers to motivate these mechanism based on search customer participation studies, review service contact literature utilizing social cognitive self-efficacy theory in the 1st experiment (170 effective student samples), the 2nd experiment (174 effective student samples), and real customer empirical study; it illustrates collective psychology, i.e. collective efficacy effect customer participation, examines levels of service employee and other customers to motivate these mechanism to conduct the 3rd experiment (156 effective student samples), the 4th experiment (158 effective student samples), 2nd real customer empirical study (296 effective student samples) on the base of self-efficacy and emotion contagion. The main findings of this study are summarized as following: 1. Customer participation self-efficacy plays an important role in both individual service and collective service, and more important part in cooperative production of customer behaviors. 2. Customer participation collective efficacy takes an active in role in customer participation behavior motivation, and the specific role, especially in customer participation behavior–subsequent input/mutual help and share as well as personal interaction. 3. Customer positive emotion contagion effect customer participation behavior of both individual service and collective service more actively. It plays broader role in collective service. 4. Either individual service or collective service takes more significant role in customer rational cognitive process (self-efficacy, collective-efficacy) than perceptual process (emotion contagion) to effect customer participation behavior. 5. Employee and other customers are core cause of customer motivation either individual service or collective service, and employee service conduct and other customer behavior produce more clear effect on the level of self-efficacy and collective efficacy, so do employee encouragement and other customer encouragement effect emotion contagion. 6. Self-efficacy and collective efficacy plays more significant role in collective service than that in individual service. This role is particularly evident in individual service where customer positive contagion influences customer participation behavior. 7. Other customer plays broader and bigger role as customer participation psychology mechanism than service employee, this si even more true of real customer empirical study. Theory contributions have manifested ⑴ in testimony of self-efficacy and emotion contagion clear effect customer motivation behavior repeatedly in repose to individual service; ⑵ in examination and witness of psychology cause on collective efficacy to motivate collective participation besides self-efficacy and emotion contagion; ⑶ in comparison rational cognitive process-self-efficacy, collective efficacy with perceptual cognitive process-emotion contagion effect customer participation; ⑷ in examination and testimony of particular evident role in service employee and other customer to motivate customer participation mechanism from the service contact perspectives; ⑸ in comparison with customer participation psychology mechanism according to individual service and collective service ,service employee and other customers, empirical study and real customer empirical study separately; ⑹ in scope expansion of social psychology on self-efficacy and collective efficacy; ⑺ According to specific situation, the author utilizes various methodologies in this study, including Focus Interviews, Core Interviews, experiments and empirical based real customers. All datas are analyzed by SPSS and structure equation model based on PLS-Graph. The paper offers valuable suggestions on service industry and public service organization. And the main findings provide these institutions an important theory guidance in customer active participation in service production and delivery motivation, customer consciousness and ability improvement, service employee training, service atmosphere design and buliding, other customer participation utilization.
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