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论文编号：	5536
作者编号：	1120100768
上传时间：	2013/6/10 17:33:22
中文题目：	知识密集型服务企业信用资产研究——顾客认知和评价视角
英文题目：	A Study on Credence Asset of Knowledge-intensive Service Enterprises：Customer Cognition and Evaluation Viewpoint
指导老师：	吴晓云
中文关键字：	知识密集型服务企业；信用资产；企业信号；信用评价；认知能力
英文关键字：	Knowledge-intensive Service Enterprise; Credit Asset; Enterprise Signal; Credit Evaluation; Cognitive Ability
中文摘要：	随着技术进步的不断加快，知识经济成为一种新的经济形态渐渐显露并显示出强劲的发展势头，知识经济是指建立在知识和信息的生产、分配和使用之上的经济。在知识经济时代，以现代信息技术为手段、以知识的传递和转让为特征、以高度信任为核心的知识密集型服务业成为现代经济增长的重要支撑，促进服务业产业结构优化升级的重要驱动力量。由于知识密集型服务购买双方知识和信息的不对称的特征，属于典型的信用型服务，信用资产管理对服务企业的生存和发展发挥着关键性影响。由于知识型服务质量很难测量，服务提供者的营销信号和信誉等有形线索就成了服务质量测量的替代。因为企业信用资产可以增强顾客选购知识型服务的信心，所以它成为了知识密集型企业生存和发展的重要无形资源，影响着合作关系的建立和企业竞争能力。本文从知识密集型服务的复杂性、不透明性等基本属性切入，探讨企业信号与信用评价对信用资产的影响，信用资产与对关系质量的影响。为实现信用资产研究目标，本文通过五个部分展开讨论：第一，说明对研究知识密集型服务企业信用资产的必要性和重要价值，以及文章的创新点和思路。第二，回顾知识密集型服务业，信息不对称及信号传播和信用评价三个领域的理论。第三，提出概念模型并讨论起逻辑，分析理论模型的各个构成维度及理论根据并提出研究假设。第四，探讨并解释了对模型和假设进行实证检验的方案设计。第五，对获取的样本数据进行统计分析，根据数据结果检验假设并对结果进行讨论。本文通过研究信用资产的构成、前置因素及其作用效果的研究，得出以下结论：第一，信用资产是知识密集型服务企业的重要战略资源。顾客关系质量是服务企业赢得市场竞争的关键要素，然而，顾客关系的形成与维持是基于企业信用资产的状况，即顾客对企业承诺的信任程度和授信额度，服务企业在其智力资本和解决顾客问题方面表现出来的胜任水平和其在善意和正直方面表现出的道德水平共同构成了顾客和利益相关者对其的正面评价和授信程度。信用资产是知识密集型服务企业最为宝贵的战略性资源，对企业生存和发展起到至关重要的作用。第二，有效的企业信号传递能够推进信用资产形成和发展。企业可以传递的信号基本上包括营销信号、能力信号、社会责任信号和企业绩效信号四种类型。企业在对市场信号的传递努力和成效影响着社会公众及顾客对其直接的评价，企业信号的传播影响着受众对其守信重诺的认知。第三，外部信用评价是企业信用资产的重要来源。信用评价是对企业过去履行承诺能力和意愿方面的客观和主观的评议。评级机构拥有者专业化的知识和评级经验，有能力对目标企业做出客观的评估，顾客对服务企业是否信任取决于评价机构和公众对其是否信任，从这个角度来讲，中立客观的信用评价是企业信用资产形成的重要源泉之一。第四，顾客认知能力在企业信号对信用资产的影响中发挥调节作用。相对于高认知能力的顾客，低认知能力的顾客对于企业所传递的信号更敏感，更有兴趣去从中挖掘一些有用的信息或线索来降低选择的不确定性和认知的风险程度。第五，企业信用资产有利于建立高质量的顾客关系。只有当顾客对企业的能力和道德产生深度信任时，顾客才会产生认知满意和行为忠诚，这样的顾客也才会做出再次购买或向他人推荐的承诺。本文的理论贡献主要体现在以下四个方面：第一、在总结和梳理有关知识密集型服务分类维度的基础上，采用比较研究的方式探讨了企业由于智力资本依赖、价值创造来源和服务无形性、接触性的差异而导致的竞争力来源的不同。第二、根据信号传递理论，研究了能够对知识密集型服务企业信用资产产生影响的企业信号，并检验了其有效性。为了解决由于知识密集型服务企业买卖双方信息不对称带来了顾客认知风险的提升问题，企业应知晓有哪些有效的服务质量信号以及怎样传递这些信号。第三，依托信用转移的相关理论，探讨信用评价对于企业信用资产形成的影响。信用评价是对企业信息的客观中立的筛选和评估过程。资信评级和声誉能够大大降低顾客感知风险，为提升顾客信任发挥重要功效。两者在顾客缺乏对服务企业信任的前提下，能够发挥信用转移作用，把顾客对信用中介的信任和信用中介对企业的信任相连接，实现顾客对服务企业的信任。第四，在研究过程中将顾客对服务的认知能力作为调节变量分析了其在企业信号和信用评价对信用资产影响过程中所发挥的作用。顾客在评估服务企业信用资产的过程中除了受到企业传播的信息和社会反馈的信息之外，还要受到自身认知能力的调节，顾客不同的专业化程度和经验情况会影响他们对交易风险的判断和对企业的信任度。
英文摘要：	With the accelerating progress of technological, knowledge-based economy has gradually become a new economic form and showing a strong development momentum, the knowledge-based economy is built on the top of knowledge and information’s production, distribution and useness. In the era of knowledge-based economy, knowledge-intensive services, which modern information technology as means, knowledge transfer as character, high degree of trust as the core, have become an important support of modern economic growth, it is the important driving force of promote the services sector industrial structure optimization and upgrading. Knowledge-intensive services have the characteristics information asymmetry, it is typical credence service, and credit asset management plays a key influence on the survival and development of the service enterprises. As the knowledge-based service quality is difficult to measure, the marketing signals of the service provider and credibility tangible clues became an alternative to the measurement of the service quality. Corporate credit assets can enhance the confidence of customers to buy knowledge-based services, it has become the important intangible resources for the survival and development of knowledge-intensive enterprises, and it affects the cooperative relations’ establishment and the enterprises’ competitiveness. This paper start from the knowledge-intensive services’ basic attributes of the complexity, opacity, etc., explore the impact of the the corporate signal and the credit rating on credit assets, the effect of credit assets on the relationship quality. In order to achieve the research objectives on credit assets, we discuss the issue through five sections: first, describe the the necessity and important value of the study on knowledge-intensive services corporate’s credit assets, at the same time discuss the innovation and ideas of this study. Second, review the theory of the three areas of knowledge-intensive services, information asymmetry, signal propagation, and credit evaluation. Third, propose conceptual model and discuss its logic, explain the constituent of dimension and analysis the theoretical basis of the model, after that proposed hypothesis. Fourth, explore and explain the empirical test design of the model and assumptions. Fifth, analysis the acquired sample data for statistical, testing hypotheses based on the data and discusse results. Through the research of credit assets’ constitution, antecedents and its effect in this article, we can get the following conclusions: First, the credit assets are important strategic resources of knowledge-intensive service enterprises. Customer relationship quality is a key element to win the market competition in the service enterprises, however, the formation and maintenance of the customer relationship is based on the status of corporate credit assets, that reflec the trust level of the customer commitment and credit extention to corporate. Service enterprises’ intellectual capital and the competence in solve customer problem and its good faith and integrity and moral standards together constitute the positive comments and the degree of credit of its customers and stakeholders. Credit assets are the most valuable strategic resource of knowledge-intensive service enterprises, it play a crucial role in the survival and development of enterprises. Second, the effective corporate signal transduction could promote the formation and development of credit assets. Enterprises can pass four types of essentially signal; they are marketing signal, ability signal, signal of social responsibility and corporate performance signal. The efforts and effectiveness of the transmission of market signals affect the public and customers’ direct evaluation to it, corporate signal propagation affect audience awareness of its promise keeping. Third, the external credit evaluation is an important source of corporate credit assets. Credit evaluation is the objective and subjective appraisal of past performance of commitment ability and willingness. Rating agency has specialized knowledge and rating experience, they have the ability to make an objective assessment of the target enterprises, the customer whether trust service enterprises depends on the rating agencies and the public to its trust, from this perspective, neutral and objective credit evaluation is an important source of corporate credit assets. Fourth, the customer cognitive abilities play a moderation role in the enterprise signal and credit assets. The moderation role of customer cognitive ability in the impact of signal transduction on credit assets is significant, relative to the high cognitive ability customers, low cognitive ability customers are more sensitive to enterprises passed signal, more interested to go mining some useful information or clues to reduce the the selected uncertainty and the degree of risk of cognitive. Fifth, enterprises credit assets will help to establish high-quality customer relationship. Only when the customers trust the ability and moral deeply, they will produce satisfaction and cognitive behavioral loyalty, and they would make a commitment to buy again recommend to others. The theory innovation of this paper is mainly reflected in the following four aspects: First, summarize and sort out the basis of the knowledge-intensive services segment dimension, use comparative method research the different sources of competitiveness from alternative intellectual capital bases, value creation, service intangibility and contact difference. Secondly, according to the theory of signal transmission, research the signal impact on knowledge intensive service enterprise’s credit assets, and verify its effectiveness. The information asymmetry between knowledge-intensive service buyers and sellers enhance customer perceived risk, in order to solve this problem, enterprises should be aware of the effective signal of service quality and how to pass these signals. Third, relying on credit transfer theory, explore the impact of the credit rating on corporate credit assets. Credit evaluation can screen and evaluate the enterprise’s information objectively and neutrally. Credit rating and reputation can greatly reduce consumers' perceived risk, it play an important effect on improve customer trust. When customer lack confidence to service enterprises, they could play the role of credit transfer, link the customer faith and credit to the credit intermediary with intermediary trust to businessd, and achievement the trust of the customer in service enterprises. Fourth, in the course of the study look the customer cognitive abilities as moderation variables and test its role in the situation of signal and credit evaluation impact of credit assets. Customer evaluation on the service enterprises’ credit assets will be impacted by their own cognitive’s moderation, in addition to by the corporate communications, social feedback information, customers have different degree of specialization and experience, which will affect their trading risk judgment and trust in business.
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