服务业一线员工服务销售二元性行为研究--来自中国银行业的证据

Research on Employees’Service-Sales Ambidextrous Behavior Based on Knowledge Management Perspective--Evidence from Frontline Employees of Banks

基于知识管理理论、顾客需求知识和共创知识对员工服务销售二元性行为的直接影响,以及情境变量(顾客参与和工作边界弹性)作为调节变量起到了调节作用,本研究以我国银行业188名一线员工作为样本,提出了假设,实证结果表明:顾客需求知识和共创知识均与员工服务销售二元性行为之间存在正向关系;顾客参与和工作边界弹性在两种知识与员工服务销售二元性行为之间均存在显著的正向调节作用。其结论为服务型企业开发一线员工的服务销售潜力提供了一定的理论和实践指导。

Based on the perspective of knowledge management,this paper probes into the service-sales ambidextrous behavior of front-line employees,and studies the direct influence of customer need knowledge and co-creation knowledge on it,as well as the moderating effect of customer engagement and job boundary flexibility.Using the questionnaire from the bank's front-line employees,our empirical analysis reaches the following conclusion.Customer need knowledge and co-creation knowledge both have significantly positive impact on service-sales ambidextrous behavior;customer participation and job boundary flexibility positively moderates the relationship between the two different knowledge and service-sales ambidextrous behavior.