顾客间接互动对基于技术的自助服务质量的影响  

The Effect of Indirect Customer-to-customer Interaction on Technology-based Self-service(TBSS)Quality

作　　者：曹忠鹏[1] 靳成雯 高波 Cao Zhongpeng;Jin Chengwen;Gao Bo(School of Business Administration,Northeastern University;School of Inleinational Tourism and Management,Cily University of Macao)

机构地区：[1]东北大学工商管理学院 [2]中国香港城市大学国际旅游管理学院

出　　处：《营销科学学报》2022年第1期12-29,共18页

基　　金：国家自然科学基金项目(71672028);中央高校基本科研业务费项目(N2006001)的资助.

摘　　要：随着技术的快速发展,许多基于技术的自助服务(TBSS)逐渐取代了传统人员服务。服务质量对于这种新兴服务方式同样重要。过去研究考察了技术特性和顾客特质对TBSS质量的影响,却较少涉及物理环境中的社会因素。本研究借鉴服务场景理论和社会影响理论,重点探讨服务环境中的社会要素一其他顾客与核心顾客的间接互动(其他顾客仅作为场景一部分)对感知服务质量的影响。研究通过3个实验收集数据,结果表明:顾客间接互动负向影响感知服务质量,其中,负面情绪起到了中介作用(实验1),该中介作用受到服务结果(实验2)和顾客自我效能(实验3)的调节;相对于服务失败,服务成功时负面情绪的中介作用更大;相对于高自我效能,低自我效能顾客负面情绪的中介作用更大。本研究结论拓展了TBSS质量的影响因紫的考量范围,明晰了顾客间接互动对服务质量的作用机理及机理的边界条件,能够帮助服务商了解TBSS物理环境中顾客间接互动的重要性,为其设计合理的服务环境,管理好顾客互动提供指导和借鉴。With the rapid deveopnrent of terhnology.many te hnodogy-lbaserd sell senices(TBSS)are gradually replacing raditional prsonnel servicrs,aund service quality is equally important for this ermerging service mordr.Prvious rsrarh exam-ined the infuences of technology churac teristiers and customer trails on the TBSS quality,while social factors in the physircal environnent are neglerterl.Baserl on servicesrape theory annd soeial impact theury.this researh foeruses on indireet rustomer-to-customer interactiom(other customers are merely part of the sorne),which is a critiral social faretor in TBSS contexl.Three studies are implemented to explore the ffet of the indiret clustomerto-crustomer interar tion on perceived TBSS quality,The resuls show that the indireet customer-lo-customer interaction has a negative inmpaet on srrvice quality,and negative e-motion mediatcs the link between therm(study 1);servire valence(study 2)and sel-effrcy(studly 3)moderate the me-diation efeet of negative emotion.Specifically,compared with servire failure.the mediating ffeet of negative enotion is greater in sucessf service;comparerd with high self-eficary euslomers.the mediation efee of negative emotion is grealer for low self-eficacy custoners.This paper extends the scope of researh on the influencing factors of TIBSS qualily and uncov-ers the underly ing meehanism and booundary coudions of the impact of indirert eustomner-to-customer interaction on TBSS quality.The findings will enable the service providers lo umderstand the impact of other eustomens'presmnres on TBSS in the physical environment and provide guidance and reference fur servicesape management and the design of reasonable service physical environment.

关 键 词：基于技术的自助服务 顾客闻接互动 服务质量 负面情绪 其他顾客呈现 

分 类 号：F274[经济管理—企业管理]