服务交互界面和服务类型对顾客体验价值的交互效应

Interactive Effect on Service Interactive Interface and Service Type on Customer Experience Value

分析和验证了服务交互界面和服务类型对顾客体验价值的交互作用。将服务交互界面划分为人机交互界面和人际交互界面,服务类型划分为标准化服务和非标准化服务,构建了服务交互界面、服务类型与顾客体验价值各维度(包含功能性体验、情感性体验和社会性体验)关系的理论模型,结合顾客体验需求理论和认知匹配理论,通过实验法对理论模型进行了验证。结果表明:人机交互界面能使顾客获得更好的功能性体验,标准化服务匹配人机交互界面时,该体验更强;人际交互界面能使顾客获得更好的情感性和社会性体验,非标准化服务匹配人际交互界面时,该体验更强。

This paper analyzes and validates the interactive effect of service interactive interface and service type on customer experience value.It divides the service interactive interfaces into human-computer interactive interface and interpersonal interactive interface,and divides the service types into routine service and non-routine service.It constructs the theoretical model of the relationship between service interactive interface,service type and the dimension of customer experience value(functional experience,emotional experience and social experience).Basing on Customer Experience Requests and Cognitive Fit Theory,it validates the theoretical model through the experimental method.it finds that:in the human-computer interactive interface customers can get a good functional experience,the better experience in the routine service;in the interpersonal interactive interface customers can get a good emotional and social experience,the better experience in the non-routine service.