面向顾客模糊性要求的服务交互价值共创研究

Research on Value Co-creation of Service Interaction Oriented to Fuzzy Requests from Customers

服务接触中顾客所提出的模糊性要求,为服务交互管理带来诸多挑战。动态刻画面向模糊性要求的服务交互价值共创过程为理解和应对模糊性要求提供了具体的视角。本研究通过构建服务交互价值共创模型,模拟面向模糊性要求情景的单人单次和单人多次服务交互的价值共创过程。结果表明,三个核心判断条件识别出价值共创的四种典型情形;多次交互情境下,员工自由应对时平均能力提升方向不定,员工间个体能力差异也较大,而企业对员工的干预能有效提升员工能力和服务质量。该研究首次动态阐释了非常规波动下顾企价值共创的具体过程,也明确了企业对员工应对模糊性要求干预的必要性和有效性。

In service encounters,fuzzy requests from customers bring many challenges to service interaction management.By dynamically portraying the service interaction value co-creation process,it provides a specific perspective for understanding and responding to fuzzy requests.A value co-creation model is built to simulate the process of single-time and multiple-time service interaction on the spot of fuzzy requests.The results show that four typical scenarios of value co-creation are identified through three core judgment conditions.Meanwhile,under the condition of multiple-time service interaction,the service ability of employees who free response to fuzzy requests is averagely uncertain to increase and is variant among employees,while the employees who are randomly regulated or trained by companies can improve their ability as a whole and provide better service quality.This study is the first to elucidate the co-creation process under the abnormal service interaction fluctuation,and illustrates the effectiveness and necessity of the intervention on employees’coping with fuzzy requests.