摘要
社会规范标识是服务企业常见的防范和控制顾客不当行为的措施。在访谈和预实验的基础上,通过以零售业为行业背景的情景模拟实验,检验不同特征的社会规范标识的有效性,以233名大学生随机样本为研究对象进行方差分析。研究结果表明,社会规范标识使顾客有更强的遵守社会规范的行为意图,引导型社会规范标识比阻止型社会规范标识使顾客有更强的遵守社会规范行为的意图和满意,语气委婉的阻止型标识比语气生硬的阻止型标识使顾客有更强的遵守社会规范行为的意图和满意。研究结果为服务企业设计有效的社会规范标识提供理论支持,建议服务企业在能够使用引导型标识的情况下,尽量不使用阻止型标识,即使使用阻止型标识,也尽量使用委婉语气表达的标识,而不使用生硬语气表达的标识。
Social norms signs are the common prevent and control measures for customer misbehavior in service enterprises.On the basis of interviews and preliminary experiments,the retail industry background scenario simulation experiment was conducted to identify the validity of social norms signs.With the object of a total of 233 random sample of university students,the results show that social norm signs significantly affect customer behavior intention to comply with social norms;social norms signs of guiding have stronger effects on social norms behavior intention and satisfaction than that of preventing;for the preventing signs,signs written in softness tone have stronger effects on social norms behavior intention and satisfaction than that written in crudeness tone.These findings provide theoretical support to design effective social norms signs for service companies.Services companies should try to use social norms signs of guiding not preventing.Even if the use of preventing signs,they should also use signs written in softness tone instead of crudeness tone.
出处
《管理科学》
CSSCI
北大核心
2010年第3期53-59,共7页
Journal of Management Science
基金
国家自然科学基金(70772096)~~
关键词
社会规范标识
行为意图
服务满意
顾客不当行为
social norms signs
behavior intention
service satisfaction
customer misbehavior
