数字化时代商业模式与顾客旅程如何带来积极顾客体验——基于NCA与fsQCA混合方法分析

How Can Business Models and Customer Journeys Lead to Positive Customer Experiences in the Digital Age:Analysis Based on the Mixed Method of NCA and fsQCA

数字化时代顾客体验方式发生了巨大变化,通过改善顾客体验吸引顾客成为企业提升竞争力的关键。现有研究大多关注单一要素对顾客体验的净效应,而忽视多要素对于顾客体验的组态效应。本文采用NCA与fsQCA混合方法,以服务型企业为对象,研究数字化(深度及广度)、商业模式(新颖性与效率性)与顾客旅程(主题连贯性、设计一致性及场景敏感性)等多因素组合引致顾客实用体验与享乐体验的多重路径。基于258份有效问卷的实证分析发现:简单追求数字化不一定能引致积极顾客体验;商业模式的高新颖性和高效率性有助于引致积极顾客体验,反之则易引致消极顾客体验;主题连贯性和场景敏感性“一高一低”的条件组合也能引致积极顾客体验;积极实用体验和积极享乐体验可同时发生。研究结论对于正确认识数字化的广度与深度对于顾客体验的差异化影响、科学有效地设计顾客旅程和不断优化商业模式具有一定理论与现实意义。

In the digital age,the way of customer experience has changed greatly.To attract customers by improving customer experience has become the key to enhance competitiveness of enterprises.Most of the existing studies focus on the net effect of a single factor on customer experience,but ignore the configuration effect of multiple factors on customer experience.This paper uses the mixed method of NCA and fsQCA to investigate the multiple paths of customer pragmatic experience and hedonic experience caused by the combination of multiple factors such as digitization(digital technology level and digital application scope),business model(novelty and efficiency)and customer journey(thematic coherence,consistency,and scene sensitivity).The empirical analysis based on 258 valid questionnaires found that simply pursuing digitalization does not necessarily lead to positive customer experience;the high novelty and efficiency of the business model contribute to the positive customer experience,while the negative customer experience is easily induced.The combination of“one high and one low”condition of thematic coherence and scene sensitivity can also lead to positive customer experience.Positive pragmatic experience and positive hedonic experience can occur simultaneously.These conclusions have certain theoretical and practical significance for the correct understanding of the breadth and depth of digitalization on the differentiated impact of customer experience,scientific and effective design of customer journey and continuous optimization of business models.