强制型顾客参与对感知共同创造与在线服务补救满意的影响研究  

The effectiveness of mandatory customer participation on perceived co-creation and online post-recovery satisfaction

作　　者：张渝 邵兵家[2] ZHANG Yu;SHAO Bingjia(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065,China;School of Economics and Business Administration China and Chongqing Key Laboratory of Logistics,Chongqing University,Chongqing 400044,China)

机构地区：[1]重庆邮电大学经济管理学院,重庆400065 [2]重庆大学经济与工商管理学院现代物流重庆市重点实验室,重庆400044

出　　处：《管理工程学报》2022年第1期1-12,共12页Journal of Industrial Engineering and Engineering Management

基　　金：国家社会科学基金重点项目(14AGL023);国家社会科学基金重大项目(15ZDB169);中央高校基本科研业务费(2019 CDJSK 02 PT 19)。

摘　　要：本文基于损失厌恶解释了不同类型的强制型顾客参与对感知共同创造及在线服务补救满意的影响,同时探讨了在线服务提供商道歉表达方式对强制型顾客参与有效性的影响。研究表明,顾客的实体参与和心智参与有助于增强感知共同创造,从而提高在线服务补救满意,相比实体参与,心智参与对感知共同创造的积极影响更强,而情感参与没有影响。此外,相比运用直接的道歉语言,当在线服务商使用间接表达方式即表情符号来表达歉意时,顾客参与对感知共同创造的积极影响更强,从而在线服务补救满意更高。With the increasing popularity of the Internet, online trading has gradually replaced traditional shopping models and has extended to every aspect of social life. However, online trading cannot avoid failures;thus, understanding how firms can best recover customers in online contexts to maintain customer loyalty is critical. The literature has discussed the role of tangible(e.g., discounts, compensation) and intangible recovery strategies(e.g., apologies, regret, quick response) in improving customers′ post-recovery satisfactionfrom the perspective of enterprises. However, the theory of value co-creation has highlighted that, as a result of the Internet′s influence and popularization, the relationship between enterprises and customers has shifted from supply-demand to cooperation, and customers have transitioned from passive buyers to active participants, implying that customers have become vital assets for enterprises to improve customers′ post-recovery satisfaction. Furthermore, in contrast to traditional service recovery, enterprises are unable to actively and promptly uncover online service failure due to scattered customer groups, large physical distances, and transaction volumes, leading to online recovery that lacks initiative, timeliness, and targeting. This phenomenon indicates that implementing online recovery is inextricably linked to customer participation, which is referred to as mandatory customer participation. Further, when compared to traditional service recovery, customers play a more significant role. Therefore, promoting customer satisfaction solely by discussing the impact of enterprise recovery strategies is challenging. The influence of mandatory customer participation on online post-recovery satisfaction regarding value co-creation must be investigated. Specifically, the primary research in this study comprises the following three parts. First, the mechanism between mandatory customer participation and online post-recovery satisfaction is investigated from a loss-aversion perspective

关 键 词：强制型顾客参与 在线服务补救满意 感知共同创造 损失厌恶 道歉方式 

分 类 号：F724.6[经济管理—产业经济]