高度殷勤式服务对顾客反应的作用机制:基于说服知识视角的理论分析  

The mechanism of customer response to highly attentive service:A theoretical analysis from the persuasion knowledge perspective

作　　者：刘文静[1] 袁依格 刘炳胜 LIU Wen-jing;YUAN Yi-ge;LIU Bing-sheng(School of Economics and Management,Tsinghua University,Beijing 100084,China;School of Public Policy and Administration,Chongqing University,Chongqing 400030,China)

机构地区：[1]清华大学经济管理学院,北京100084 [2]重庆大学公共管理学院,重庆400030

出　　处：《管理科学学报》2022年第5期62-73,共12页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71991462,72072098,71722004);北京市社会科学基金资助重点项目(18GLA005);清华大学自主科研计划资助项目.

摘　　要：高度殷勤式服务是指在服务接触中,服务人员主动以较高的频率或热情为消费者提供超越顾客需求的照顾、关心和信息的行为.近年来,伴随中国“三新经济”的迅速增长,线上线下企业的殷勤服务实践日渐兴起.然而,营销研究尚未对高度殷勤式服务进行系统论述,也未对其影响顾客反应的机制和调节因素进行全面的分析.论文立足中国服务业实践,对高度殷勤式服务进行研究评述与概念辨析,提出了高度殷勤式服务的三个维度特征在线上与线下服务的不同表现.从说服知识理论视角出发,论文论证了高度殷勤式服务通过影响消费者怀疑对顾客反应发生作用,这一过程的调节因素有服务真诚度、消费者权力感和顾客关系类型等.因此,论文为理解高度殷勤式服务这一快速发展的新兴服务实践建立了一个系统的理论框架,为服务接触、说服知识、顾客授权和顾客关系等领域的研究提供了新的思路,同时也对中国企业的服务管理和在转型时期降低消费者怀疑具有重要的实践价值.Highly attentive service refers to fact that service personnel actively provides consumers with great care,attention and information with high frequency or enthusiasm which are beyond customer needs in service contacts.The attentive service practice of online and offline enterprises has been rising increasingly with the rapid growth of China’s"three new economy"in recent years.However,there has been a lack of a systematic investigation into highly attentive service in marketing,and the mechanism and moderating factors of customer response to highly attentive service have not been comprehensively analyzed.This paper offers a literature review and a conceptualization of highly attentive service based on the practice of China’s service industry.Three dimensional characteristics of highly attentive service and their different manifestations for online and offline services are put forward.From the perspective of persuasive knowledge theory,the paper finds that highly attentive service plays a role by influencing customer responses,such as satisfaction and purchase intentions,through consumer suspicion.The moderating factors in this process include service sincerity,consumers’sense of power and customer relationship types.Therefore,this paper builds a systematic theoretical framework for understanding the emerging practice of highly attentive service,provides new ideas for the researches in the fields of service contact,persuasion knowledge,customer empowerment and customer relationship,and has important practical values for enterprises in managing their services and reducing consumer suspicion in the age of transformation.

关 键 词：高度殷勤式服务 消费者怀疑 服务接触 服务真诚度 权力感 

分 类 号：F713[经济管理—产业经济]