服务性企业顾客体验互动形成机制探析

在日益激烈的市场竞争中,顾客体验作为一种独特的经济提供物,在从产品、商品、服务、体验的角色转换中不断升值,成为服务性企业新的价值源泉。体验的形成包括体验的导入期、形成期和巩固期三个阶段,顾客和企业的互动贯穿体验形成的整个过程。其中每个阶段都涉及到顾客、企业和产品,但在具体的管理上又存在差异。因此,把握顾客体验的形成机制,也成为了服务性企业提高竞争力的关键。

As a kind of unique economy form,customer experience appreciating changes constantly from the role of products, goods, service, experience, and have become new value source of service enterprises. The forming of customer experience includes three stages,that is before experienced,being experienced and consolidation. The interaction between customer and enterprise runs through the whole course of experience forming. Each stage concerns customer, enterprise and products,but still have differences in separately management. So,understanding the forming mechanism of customer experiences has become the key factor for service enterprises to improve competitiveness.