基于企业顾客态度视角的制造业“服务悖论”分析

Analysis of the “Service Paradox” in Manufacturing Industry from the Perspective of Corporate Customer Attitude

基于企业顾客态度视角,以长三角、珠三角、华中地区共215家服务化程度较高的制造业企业为研究对象,对制造业企业秉持的顾客价值态度如何对制造业"服务悖论"现象构成影响进行实证分析。研究发现:制造业企业服务提供能够改善企业绩效,但绩效的改善与提升会受到制造业企业对待顾客态度的影响与制约,即制造业企业"服务悖论"现象的生成与制造业企业服务化战略转型过程中所秉持的顾客价值态度存在强相关关系;制造业企业在服务化战略转型过程中若能假以顾客情感嵌入,将对制造业企业建构稳定的顾客关系、塑造顾客业务忠诚、触动顾客对企业所期待的业务行为倾向以及有效遏制制造业"服务悖论"现象的生成具有极为重要的积极影响。

Based on the perspective of enterprise customer attitude,215manufacturing enterprises with higher service level in the Yangtze River Delta,Pearl River Delta and central China are studied,and the effect of customer value attitude on the“service paradox”in manufacturing industry is analyzed.The research shows that the service supply of manufacturing enterprises can improve the performance of manufacturing enterprises,but the improvement and promotion of performance will be influenced and restricted by the attitude of manufacturing enterprises to customers.In order words,the emergence of“service paradox”in manufacturing enterprises is strongly related to customer value attitude in the process of service transformation of manufacturing enterprises.In the process of service strategy transformation,if manufacturing enterprises can take customer emotional embeddedness into consideration,it will have a positive impact on manufacturing enterprises for building stable customer relationships,creating customer loyalty,and touching the business behavior expectation of the customer to the enterprise.