面向顾客的组织社会化对顾客价值共创行为的影响  

Impact of Customer-oriented Organizational Socialization on Customers' Value Co-creation Behaviors

作　　者：赵晓煜[1] Zhao Xiaoyu(School of Business Administration,Northeastern University,Shenyang 110167,China)

机构地区：[1]东北大学工商管理学院,沈阳110167

出　　处：《技术经济》2018年第7期72-80,共9页Journal of Technology Economics

基　　金：国家自然科学基金面上项目"服务交互中顾客价值共创行为的管理策略研究--人力资源管理的视角"(71472035)

摘　　要：从价值共创的视角,将顾客视为企业的"兼职员工"和价值共创者。以价值共创和组织社会化等相关理论为依据,研究了面向顾客的组织社会化与顾客价值共创行为的关系。将面向顾客的组织社会化划分为组织文化社会化、角色社会化、技能社会化和人际社会化4个维度,以面向顾客的组织社会化为自变量,以组织认同感、自我效能感和利得感为中介变量,以顾客价值共创行为为因变量,建立了理论模型。利用自行开发的调查问卷进行数据收集,对提出的理论模型进行了实证检验。分析结果表明,面向顾客的组织社会化有助于提升顾客的组织认同感、自我效能感和利得感,进而对顾客的价值共创行为产生积极影响。最后,基于实证结果探讨了面向顾客开展组织社会化的具体策略和方法。From the perspective of value co-creation,this paper considers the customer as the＂part-time employees＂and value co-creators of enterprises.Based on the theory of value co-creation and organizational socialization,it studies the relationship between customer-oriented organizational socialization and customer＇s value co-creation behaviors.Dividing customer-oriented organizational socialization into four dimensions,namely organizational culture socialization,role socialization,skill socialization and interpersonal socialization,it establishes a theoretical model in which customer-oriented organizational socialization is independent variable,and customer＇s organization identity,self-efficacy and perceived benefit are mediating variable,and customer value co-creation behavior is dependent variable.Using the data from self-developed questionnaires,it verifies the proposed theoretical model.The analysis results show that customer-oriented organizational socialization helps to improve customer＇s organizational identity,self-efficacy and perceived benefit,and then has a positive effect on customer＇s value co-creation behaviors.Based on the empirical research results,it probes into the specific strategies and methods for the customer-oriented organizational socialization.

关 键 词：组织社会化 价值共创 组织认同感 自我效能感 利得感 

分 类 号：F713.50[经济管理—市场营销]