服务便利理论的研究进展及其科学意义

Service Convenience: A Primary Review and Its Future Agenda

服务便利作为服务营销领域的一个崭新理念,已越来越引起学术界的关注。现有的服务便利研究聚焦于两个方面:一是服务便利概念的定义和操作化;二是服务便利的实证研究,包括服务便利的后果影响研究和影响消费者感知服务便利的前置因素等。文章在对国内外有关服务便利的主要研究成果进行梳理、归纳和评述的基础上,提出未来服务便利研究可以考虑的五个方向:一是推进服务便利的实证研究,二是完善服务便利测量量表,三是改进现有的研究方法,四是深入全面的探讨服务便利的前置因素,五是关注服务便利、服务价格和服务质量的交互作用及其对服务评价的影响。

As a brand new concept in service marketing, there has been increased scholarly interest in the topic of service convenience. Prior research about service convenience is mainly concentrated in two aspects： first, research on definition and operationalization of the concept; second, empirical studies, including research on consequences of service convenience and antecedents which may affect consumers＇perceptions of service convenience. In this paper we examined, summarized and commentated on major research findings of both domestic and overseas studies on service convenience, then advanced five directions for the future research. First, the empirical study of service convenience should be strengthened. Second, valid scales for consumer＂ perceptions of service convenience using psychometrical methods should be further developed. Third, the research method should be improved. Fourth, other antecedents of service convenience should be examined. Finally, the interactive effects among the variables such as convenience, price and quality in the service evaluation also need to be further investigated.