旅游企业中组织对顾客授权和员工情绪表现——对顾客价值共创意愿的影响研究

The Organization’s Delegation to Customers and Emotional Performance of Employees in Tourism Companies——Study on the Influence of Co-Creation of Customer Value

顾客体验视角下,价值共创一直是营销管理领域的热点话题。随着对价值共创的深入研究,在了解顾客参与价值共创的重要作用之后,学者们开始思考“如何激发顾客价值共创意愿”问题。本研究基于服务三元主体——组织、员工和顾客的框架,试图在旅游企业情境下探究顾客价值共创意愿的影响因素,通过2次预实验和2次正式实验分析组织对顾客授权、对顾客价值共创意愿的影响并检验顾客认同的中介作用及员工情绪表现的调节作用。实验结果表明:(1)组织对顾客授权对顾客价值共创意愿有显著的正向影响;(2)顾客对组织认同在组织对顾客授权与顾客价值共创意愿之间起部分中介作用;(3)员工情绪表现在组织对顾客授权与顾客对组织认同之间起调节作用。该研究结果表明,旅游企业在适当情况下积极对顾客进行授权,并通过对员工组织情绪的调节培训,有助于增强顾客对组织的认同感与归属感,进而使顾客更愿意表现价值共创行为。

From the perspective of customer experience,value co-creation has always been a hot topic in the field of marketing management.With the in-depth research on value co-creation,after understanding the important role of customer participation in value co-creation,scholars began to think about“how to stimulate customer value and co-creation”.Based on the framework of the service ternary subject-organization,staff and customers,this research attempts to explore the influencing factors of customer value and co-creation in the context of tourism enterprises.Through 2 pre-experiments and 2 formal experiments,it analyzes the organization’s authorization of customers to customers The influence of value co-creation wishes and examines the mediating role of customer identification and the moderating role of employees’emotional performance.The experimental results show that:(1)the organization's authorization of customers has a significant positive impact on the customer value co-creation;(2)the customer's organizational identity plays a part of the intermediary role between the organization's customer authorization and the customer's value co-creation;(3)The emotional performance of employees plays a moderating role between the organization's authorization to customers and the customer's identification with the organization.The research results show that tourism companies actively authorize customers under appropriate circumstances,and through training employees’organizational emotional adjustments,it helps to enhance customers’sense of identity and belonging to the organization,thereby making customers more willing to show value and create value together.behavior.