顾客教育、就绪和参与研究:以基金为例

Research on Customer Education,Readiness and Participation: Evidence from Fund

对于较为复杂的产品而言(如基金),顾客教育有助于提高服务质量感知,帮助企业树立差异化竞争优势。以基金产品为例,基于顾客就绪的视角,通过对中国某大型基金管理公司进行问卷调查,研究顾客教育对顾客参与的影响、路径和机制以及相关的调节效应,采用回归分析方法和中介分析方法进行验证。研究结果表明,顾客教育正向影响服务过程中的顾客参与程度;顾客教育对顾客参与的影响受顾客就绪度完全中介,即顾客的角色清晰性、动机和能力3个变量完全中介和传导顾客教育对顾客参与的影响;沟通质量正向强化顾客教育与顾客就绪度(角色清晰性、动机和能力)之间的关系,从而有助于提高顾客教育的效果。

For complex product, such as fund, it is useful to utilize customer education as a way to enhance individual＇s service quality perception and build competitive advantage of differentiation. Taking fund product as an example, and based on the perspective of customer readiness, through the survey in fund Management Corporation, this paper discusses the influence, path and mechanism of customer education on customer participation, and the moderating effect in the influencing process. Armed with regression and mediation analysis method, the research result indicates that, firstly, customer education will positively impact customer participation in the serving process. Secondly, customer readiness completely mediates the relationship between customer education and customer participation. That is, role clarity, motivation and ability are full mediation between the impact processes of customer education on customer participation. Thirdly, this research finds education method with high communication effectiveness will enhance the positive effect of customer education on customer readiness including role clarity, motivation and ability and enhance quality of customer education.