新服务开发中顾客参与价值共创带来的协调复杂性:服务氛围及顾客不公平性的调节效应

The Coordinating Complexity Brought by Value Co-creation in New Service Development:The Moderating Role of Service Climate and Customer Injustice

新服务开发中顾客参与价值共创以获得定制化服务或极致体验正变得越来越普遍。然而,虽然现有相关文献大都认为顾客参与是有利的,但顾客参与可能带来协调问题,如内部和外部的协调复杂性,而已有研究并没有进行深入探讨。本文通过252份来自酒店服务行业的问卷验证了顾客参与带来的协调复杂性,同时也发现企业内外部服务异质性特点会加剧或弱化顾客参与的影响效应。具体来说,顾客参与强化了顾客复杂性和组织复杂性,企业内部的服务氛围弱化了顾客参与带来的复杂性,顾客不公平性加剧了顾客参与带来的复杂性。

Customer involvement in new service development gets more and more attention for customizing and superior experience,while most prior literature mainly focus on the positive effects of customer involvement.In fact,customer co-creation may cause various coordinating complexities to the company,which has been largely ignored.This study is to test the hypothesis regarding complexities incurred by customer involvement and its contingency factors in new service development.We collect data from 252 service industry managers.It is found that customer involvement causes customer complexity and organizational complexity,and this tension might be influenced by external and internal factors.Specifically,customer involvement in new service development leads to customer complexity and organizational complexity.Service climate reduces the complexities of customer involvement,while customer injustice aggravates the complexities of customer involvement.