如何为顾客创造感动?——基于主动服务视角的扎根研究

How to Create Touching Experiences for Customers?——Grounded Research Based on Proactive Service Perspective

以海底捞、鼎泰丰、胖东来和美豪4个品牌的大众点评评论作为数据收集来源,采用扎根理论构建出创造感动体验的机制模型。研究表明,员工主动服务包含了2个阶段4个维度,具体是通过信息搜寻行为发现顾客潜在需求,再通过利他行为、关爱行为和尽责行为满足顾客的潜在需求,主动服务行为能够满足顾客内心深处的心灵需求,实现顾客感动。提出了顾客品牌关系的新构念——品牌感恩,表现为顾客态度上的认可、顾客情绪上的感激和顾客行为上的回报。企业应通过授权、培训、亲情式管理等方式充分发挥员工服务的主动性,在不同接触点为顾客创造令人难忘的感动体验。

Taking the public comments of four brands of Haidilao hot pot,Din Tai Fung,Pang Dong Lai and Mehood as data collection sources,the mechanism model of creating moving experiences is constructed by using grounded theory.Research shows that employees'proactive service includes two stages and four dimensions.Specifically,they find customers'potential needs through information searching behavior,and then meet customers'potential needs through altruistic behavior,caring behavior and conscientious behavior.Active service behavior can meet customers'inner spiritual needs and move customers.A new concept of customer-brand relationship,brand gratitude,is proposed,which is manifested as recognition in customer attitude,gratitude in customer emotion and reward in customer behavior.Enterprises should give full play to the initiative of staff service through authorization,training,family-friendly management and other methods to create unforgettable touching experiences for customers at different touchpoints.