顾客参与一定会导致顾客满意吗——顾客自律倾向及参与方式的一致性对满意度的影响

Would Customer Participation Certainly Cause Customer Satisfaction? The Effects of Customer Self-regulatory State and Consistency of Participation Methods on Satisfaction

在产品或服务的生产过程中,顾客参与行为越来越普遍。营销文献主要集中在顾客参与带来的经济影响上,对顾客参与方式、顾客心理特质基本没有涉及。本文在已有文献的基础上,通过模拟情景实验法探讨顾客参与对顾客满意的影响。研究表明,顾客参与本身并不是顾客满意的直接刺激因素,感知参与方式的一致性、自身的自律倾向和不同的服务结果都会对满意度产生不同程度的影响。

Customer participation in the production of goods and services appears to be growing. The marketing literature has largely focused on the economic implications of this trend and has not addressed the methods of customer participation and customers＇ potential psychological responses to participation. On the base of the existent marketing literatures, this study is to investigate the influence of customer participation on customer satisfaction by experiment. The study shows that customer participation is not a pure stimulating factor to customer satisfaction, perceived consistency of participation methods, customer self-regulatory state and different service outcome will have effect on customer satisfaction in the different degree. Hence, in order to improve customer satisfaction, the companies should not only offer the opportunities of customer participation, but also design some participating context or methods that are suitable to the customer＇s demands according to their desires. Meanwhile, the companies should also try to distinguish the self-regulatory state of the target-customers through survey. If more of the target-customers are prevention orientated, the companies should focus more on the result of the services. On the other hand, if more of the target-customers are promotion orientated, the companies should pay more attention on the design of the service context with the precondition of good service, by doing so, the method of customer participation created by the companies can satisfy the customers＇ expectation.