国内顾客契合研究述评

Review on the Customer Engagement Research in China

[目的/意义]梳理分析国内顾客契合研究情况,明晰研究热点和方向,为未来研究提供参考。[方法/过程]以中国知网(CNKI)为文献数据库来源,通过文献计量及社会网络分析方法和工具,分析国内顾客契合研究现状,并进行述评总结。[结果/结论]顾客契合研究主要集中在本质、作用、领域、价值和方法理论5个方面。价值共创体现了顾客契合的本质;用户关系管理中,顾客契合具有中介效应;顾客契合研究涉及社会化媒体、虚拟社区、大多为服务、品牌等非量化标准领域;在服务主导逻辑情境下,顾客契合利于各利益相关方,互动附加价值;顾客契合研究多以扎根理论、深度访谈等定性方法,应用理论有从组织机构和用户角度出发的组织支持理论和自我决定理论。

[Purpose/significance] The paper analyzes and summarizes the researches of customer engagement in China, clarifies research hotspots and directions, and provides references for future research.[Method/process] The paper takes CNKI database as the literature sources, uses bibliometrics and social network analysis to analyze the status of customer engagement researches in China, and carries on the review summary.[Result/conclusion] The customer engagement researches focus on five aspects:nature, role, field, value and method theory. Value co-creation embodies the nature of customer engagement. The customer engagement has a mediating effect in the user relationship management. The customer engagement researches involve social media and virtual community, which mostly contain some non-quantitative standard fields, such as service and brand. Under the service dominant logic situation, the customer engagement is beneficial to all stakeholders and interactive added value. The research methods of customer engagement mostly include grounded theory, depth interviews and other qualitative methods. The theories of application include organizational support theory and self-determination theory which are from the perspective of organization and user.