人与技术融合模式对顾客沉浸体验的影响机制

Research of the Impact Mechanism on Customer Flow Experience from Frontline Technology Infusion Model

随着互联网、物联网(IOT)、信息通讯(ICT)、人工智能(AI)等技术的发展,顾客参与服务、顾客与服务组织接触交互的时间、地点、方式、过程都发生了翻天覆地的变化。新技术使得服务组织前线更加多样化和复杂化,并使得人与技术融合模式对顾客沉浸体验影响的内在机制研究重要而紧迫。首先,根据交互界面的标准化—个性化维度、互动接触的智能—情感维度以及技术的替代人—辅助人维度3个维度,提出了基于服务组织前线视角的人与技术的融合模式,刻画了服务组织前线的多维复杂性;其次,基于沉浸理论,结合服务组织前线视角界定顾客沉浸体验的内涵和维度构成;最后,构建了达到顾客沉浸体验的内在机理和路径,创新性地提出3个中介机制(过程)——学习过程、归因过程、判断过程,3个中介变量——顾客教育、顾客心理授权、顾客互动,2个调节机制和变量——顾客社会阶层、组织特征。研究成果在组织前线理论、顾客体验理论、服务质量与服务管理理论等领域有所拓展,为国家相关政策的制定和企业服务水平的提高、竞争优势的增强提供重要理论支撑和参考依据。

With the technological development of Internet,Internet of things(IOT),information and communication technology(ICT),Artificial Intelligence(AI)and Machine Learning(ML),the time,place,pattern and process of customer interaction with service providers are changing dramatically.The adoption of new technology has made organizational frontline more diversified and complicated.It is important to study the impact process on the customer flow experience from the technology infusion model.Firstly,this research draws on organizational frontline and technology infusion model to build a three-dimensional technology infusion model which includes interface standardization-customization dimension,interaction intelligence-affection dimension and technology substitute-complementary personnel dimension.Secondly,this research applies flow theory to explore the definition,composition,evaluation scale and mode of customer flow experience with a perspective from organizational frontline.Finally,this research uncovers the mechanism that can lead to customer flow experience and build a model which includes three types of processes(i.e.,the learning process,the attribution process and judgment process),three mediator variables(i.e.,customer education,customer psychological empowerment and customer interaction)and two moderator variables(i.e.,social class,organization characteristics).This research contributes to the development of organizational frontline,customer experience,service quality management and service management theories and practices.The results of this research expect to provide theoretical support to and guidance for governmental policy making and enterprise service management.