服务员工“借花献佛”行为研究述评与未来展望

A Literature Review of Service Sweethearting and Prospects

"借花献佛"行为指服务交互中,服务员工给予顾客未经授权的商品、服务或者折扣的行为,它是超出顾客期望的额外福利,它违背了服务企业既定的规则和规范,它是隐蔽的顾客和员工合谋行为,虽然造成组织直接的经济损失,但可能导致顾客对服务员工和企业的正面评价,因而容易被忽视,也难以被察觉。近年来,随着对服务营销、服务交互过程关注的增加,"借花献佛"行为得到了一些关注。本文系统回顾了"借花献佛"行为的概念、结构、影响因素和影响后果,并对其作用机制进行了探讨,最后对"借花献佛"行为的进一步研究提出了展望。

Service sweethearting refers to frontline workers give unauthorized free or discounted goods and services to customer conspirators during service interaction.It is a benefit beyond the perks of customer expectations,it violates established service enterprise rules and norms,and caused incalculable losses to the enterprise.It is collusion behavior between customers and employees and occurred in private.Though it brings huge economic loss to the organization,it also leads to positive effects on service employee and firm evaluation,it is easy to be ignored and hard to be detected.In recent years,scholars increasingly focus on service marketing and service interaction,some attentions were payed to service sweethearting.This paper systemic review the definition,construct,antecedents,consequences,then discuss the nomological network,and finally put forward some directions in future research.