摘要
伴随着体验经济时代的到来,顾客在消费过程中越来越看重整体的顾客体验,为顾客提供更好的体验成为商家吸引顾客、体现差异化、提高竞争优势的重要手段。基于对国外现有文献的检索、阅读和分析,可按照前因—后果逻辑,建立顾客体验概念框架,进而根据该框架将相关文献依照主题划分为顾客体验定义及测量研究、顾客体验前因及管理机制研究、顾客体验后果及转化机制研究、顾客体验调节机制研究等几个大类。其中,在顾客体验定义及测量研究方面,现有研究考虑到了情境差异对顾客体验的影响,却忽视了顾客群体异质性对体验测量的影响,未来研究可根据不同的体验情境,针对不同的顾客群体,探索顾客体验测量问题;在顾客体验前因及管理机制研究方面,需要进一步探讨不同渠道、不同技术水平下提升顾客体验、加强顾客管理的途径,需要从动态角度研究顾客以往体验对未来体验及行为的影响,需要进一步研究服务补救维持乃至提高顾客体验的路径;在顾客体验结果及转化机制研究方面,需要深入研究顾客体验对顾客行为的具体影响;在顾客体验调节机制研究方面,现有文献有关复杂调节机制的研究明显不足,需要深入研究不同调节因素的作用以及多种调节因素之间的交互关系。
With the arrival of the ear of experience economy,customers pay increasingly more attention to customer experience during their process of consuming. Providing the customers with better experience has become one of the important ways for the businesses to attract customers,demonstrate the difference,and improve their competiveness. Based on the review of existing literatures,the authors establish a conceptual framework of customer experience,and divide these existing literatures into four parts,such as the definition and measurement of customer experience,the antecedents and management mechanism of customer experience,the results and transforming mechanism of customer experience,and the moderating mechanism of customer experience. In terms of the definition and measurement,the impact of difference of different scenarios on customer experience is considered,the impact of heterogeneity in different customer group on customer experience is neglected,and the future research should be based on the difference measurement in different scenarios and different customer groups. In terms of the antecedents and management mechanism,different ways to improve customer experience and strengthen customer management through different channels and in different technological levels should be further explored;research on the impact of customers' historical experience on their future experience and behavior should be from the dynamic angle;and the path to maintain and improve customer experience with the help of service remedy should be further analyzed. In terms of the results and transforming mechanism,the focus of research should be the specific impact of customer experience on customer behavior. And in terms of the moderating mechanism,the role of different moderating factors and the interactive relation among them should be further explored.
出处
《中国流通经济》
CSSCI
北大核心
2016年第12期115-123,共9页
China Business and Market
基金
中国人民大学2015年度拔尖创新人才培育资助计划项目"线上线下协同与消费体验:基于服务主导逻辑的视角"
国家自然科学基金资助项目"线上线下互动对老年人在虚拟社区知识分享的影响研究"(71273265)
国家社会科学基金重大项目"国家数字档案资源整合与服务机制研究"(13&ZD184)
关键词
顾客体验
管理机制
转化机制
调节机制
customer experience
management mechanism
transforming mechanism
moderating mechanism
