顾客体验理论及企业实践现状研究评述与展望

Review and Prospect of Customer Experience Theory and Enterprise Practice

体验已成为现代企业获得竞争优势、实现顾客满意的关键。梳理顾客体验理论的研究现状,按照学科领域的不同可以归纳为哲学视角、心理学视角和管理学视角;管理学视角下顾客体验主要包含三种观点:将顾客体验视为一种状态、将顾客体验视为一种过程和将顾客体验视为一种行为。分析企业实施体验策略的现状,探讨体验策略效果并不理想的原因。通过大量的文献梳理,发现顾客体验是意义生成过程中形成的独特情感,是高层次的体验和最优的体验状态,从而使顾客持续追求并愿意反复尝试。最后指出未来的研究方向,以期为企业实践提供借鉴,为顾客体验研究的学者提供新的思路和方向。

Experience has become the key for modern enterprises to gain competitive advantage and achieve customer satisfaction.The research status of customer experience theory can be summarized into philosophical perspective,psychological perspective and management perspective according to the different disciplines.From the perspective of management,customer experience mainly includes three viewpoints:customer experience as a state,customer experience as a process and customer experience as a behavior.The current situation of implementing experience strategy is analyzed and the reasons why the effect of experience strategy is not ideal are discussed.Through a large number of literature review,it is found that customer experience is a unique emotion formed in the process of meaning generation,customer experience is a high-level experience and an optimal state of experience,so that customers continue to pursue and are willing to try again and again.Finally,it points out the future research direction,in order to provide reference for the practice of enterprises and provide new ideas and directions for the scholars of consumption experience research.