探究服务关系下顾客隐性需求的新视角——顾客心理契约中服务商责任

New Perspective on Customer Implicit Demand under the Service Relationship:——Based on Business Responsibility Dimensions in Customer Psychological Contract

服务关系保持决策中辩识顾客隐性需求是难点之一。本文运用心理契约理论,通过揭示顾客对于服务商"责任"认知,进而探究出顾客对于关系中应享有"利益和权益"的需求与信念。在"责任"认知内涵、信息环境、信念形成等分析基础上,提出了顾客心理契约中服务商"责任"需求要素假设,设计出"责任"认知量表。以三类服务行业为实证背景,通过问卷调查及数据分析,验证得到:由服务规范、服务公平、人际沟通、共生发展构成的服务商"责任"结构,并初步分析出顾客对于美发、配镜、航空客运三类服务商"责任"需求强度的差异性。

Customer implicit demands are difficult to identify in customer relationship retention strategies.This paper revealed customers＇ cognition on business responsibility,to explore customer demand and belief on interests and rights,by using psychological contract theory.Then based on customer perceived business responsibility,information environment,cognition formation,we summarized the elements of business responsibility factors,to develop the corresponding questionnaire.Taking three service industries as the backgrounds,through investigation and data analysis,the empirical research proved the four-dimensional structure,i.e.,service standard,service fairness,interpersonal communication,symbiosis development.Finally differences of customer demand strengths towards business responsibilities were analyzed.