服务进程中消费者对子项目顺序的遵从性研究

Consumers Compliance with the Sequence of Sub-items in Service Procedure

当服务包含多个子项目,每个子项目需要单独排队时,消费者需要多次决策是否遵从给定的子项目顺序。基于健康体检过程中体检者对给定子项目顺序的遵从行为数据,兼顾单个体检项目特征、整个体检服务流程及前序体检项目体验,从三个方面探究消费者对给定子项目检查顺序的遵从性规律。研究结果表明,消费者预期当前子项目等待时间较长时,遵从给定子项目顺序的可能性较低;随着整个服务进程的推进,消费者遵从给定子项目顺序的概率呈倒U形,在中期对给定子项目顺序的遵从性较高;前序子项目引发的负性情绪降低了消费者对给定子项目顺序的遵从性,强化了预期等待时间对遵从性的负向影响。通过对包含多个子项目服务中消费者行为的探讨,揭示了认知与情绪交互作用下消费者遵从行为的动态变化规律,为排队管理的优化提供了理论依据。

When a service program contains multiple items,the consumers must decide multiple times whether they follow the given sub-item order while queuing.Based on the data of the physical examinees who comply with the given sub-item order during a health examination,this research explores how three factors,including characteristics of an item,the entire examination service process,and the experience of the prior item influence consumers compliance with the given sub-item order.The results show that the expected long waiting time for a sub-item reduces the likelihood of compliance.With the advancement of the whole service process,the probability of compliance is in an inverted U-shape,and the compliance with the given subitem order is relatively high in the middle period.The negative emotion evoked by a prior sub-item reduces the probability of compliance with the recommendation of the current sub-items and enhances the effect of the expected waiting time on compliance.The conclusion describes the consumer behavior in the service process of multiple sub-items,reveals the dynamic change of compliance behavior under the interaction of cognition and emotion,and provides a theoretical basis for queuing system optimization.