全渠道零售体验价值共创行为对顾客忠诚的影响——基于服务主导逻辑视角

Influence of Experience Value Co-creation Behavior on Customer Loyalty in Omni-channel Retail Based on Service-dominant Logic Perspective

移动网络技术和人工智能技术的发展日益推动着全渠道零售体验价值共创行为的变化,全渠道零售企业和顾客有效整合线上线下资源共创零售体验价值已成为实现顾客忠诚的重要来源。基于文献回顾和访谈研究,从服务主导逻辑视角构建了全渠道零售体验价值共创行为对顾客忠诚的影响模型。实证分析发现:共创服务产品对认知体验价值有积极影响,共创服务产品、共创体验环境和共创服务互动对情感体验价值有积极影响;共创服务产品、共创服务互动对顾客忠诚有积极的影响;认知体验价值、情感体验价值对顾客忠诚有积极影响;认知体验价值部分中介了共创服务产品对顾客忠诚的影响,情感体验价值部分中介了共创服务产品和共创服务互动对顾客忠诚的影响;技术化和适当的程序控制在全渠道零售体验价值共创行为与体验价值之间有一定程度的正向调节作用。因而,提升和优化线上线下融合的全渠道零售体验价值共创行为,强化顾客体验价值获取,促进技术化水平提升,以及提供适当的程序控制是促进全渠道零售顾客忠诚的关键。

The development of mobile network technology and artificial intelligence technology is increasingly driving the change of omni-channel retail experience value co-creation behavior. Omni-channel retail enterprises and customers effectively integrate online and offline resources to create retail experience value,which has become an important source of customer loyalty.Based on the literature review and interviews,this paper constructs a theoretical model from the service-dominant logic perspective,which reflects the influencing of omni-channel retail experience value co-creation behavior on customer loyalty. Empirical analysis finds that service product co-creation has a positive impact on cognitive experience value,and service product co-creation,experience environment co-creation and service interaction co-creation have a positive impact on emotional experience value,and service product co-creation and service interaction co-creation have a positive impact on customer loyalty,and cognitive experience value and emotional experience value have a positive impact on customer loyalty. Moreover,cognitive experience value plays a partial mediating role between service product co-creation and customer loyalty,and emotional experience value plays a partial mediating role between service product co-creation,service interaction co-creation and customer loyalty. In addition,technicalization and proper program controlling have a positive moderating role between omni-channel retail experience value co-creation behavior and experiential value. Therefore,it is the key to promoting customer loyalty by enhancing and optimizing the co-creation behavior of omni-channel retail experience value,and strengthening the acquisition of customer experience value,and promoting the technicalization level and providing appropriate program control.