顾客参与一定会带来满意吗:顾客参与负面效应的影响机制研究  

Does Customer participarion always lead to customer satisfaciton?Research on the influence mechanism of the dark side of customer participation

作　　者：周学春[1,2] 

机构地区：[1]清华大学经济管理学院博士后流动站 [2]中国民生银行博士后工作站,北京100031

出　　处：《江苏商论》2014年第11期11-16,共6页Jiangsu Commercial Forum

基　　金：国家自然科学基金(71172212);中国博士后科学基金(2014M550890)资助

摘　　要：生产和消费的不可分割性决定了顾客在服务生产过程中的参与,并且顾客参与已经成为企业获取竞争优势的重要手段。但是,在很多情况下,参与的顾客并没有得到积极的体验和情绪,相反甚至引发了消费者的角色压力、精力倦怠等。基于角色感知理论,本文讨论了顾客参与的潜在负面效应,及其内在影响机制。具体而言,顾客参与过程中的角色转换、胜任力不足、精力和资源投入,会提高消费者的角色模糊、角色冲突和角色超荷,从而导致负面的感知和评价,降低满意度。Inseparability of production and consumption of service leads to customer participation, and cus- tomer participation has become a means for company to gain competitive advantage. But, under most circum- stances, participating customers do not get positive experience and feeling, and participation results in role ambi- guity and burn-out. Basing on role perception theory, this paper discusses the negative effect of customer partici- pation and its mechanism. That is, customer participation will leads to role shift and resource investment, and leads to customer role ambiguity, role conflict and overload, and bad feelings, thus reduce satisfaction.

关 键 词：顾客参与 负面效应 角色理论 影响机制 

分 类 号：F713.5[经济管理—市场营销]