服务便利理论的研究进展及其科学意义

服务便利作为服务营销领域的一个崭新理念,已越来越引起学术界的关注。现有的服务便利研究聚焦于两个方面:一是服务便利概念的定义和操作化;二是服务便利的实证研究,包括服务便利的后果影响研究和影响消费者感知服务便利的前置因素等。文章在对国内外有关服务便利的主要研究成果进行梳理、归纳和评述的基础上,提出未来服务便利研究可以考虑的五个方向:一是推进服务便利的实证研究,二是完善服务便利测量量表,三是改进现有的研究方法,四是深入全面的探讨服务便利的前置因素,五是关注服务便利、服务价格和服务质量的交互作用及其对服务评价的影响。     

Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting

Researchers and service providers have realized that a disproportionate share of a firm’s sales and profits come from a relatively small number of loyal customers that repeatedly purchase the firm’s services. In many service settings, such as health care, repeated interactions between the service provider and the client are necessary for service delivery. While service quality is certainly important, it is also important that customers’ perceptions of perceived risk are taken into account and that customers perceive a degree of control over the services provided. We develop a conceptual model of linkages between the physical environment of the service, perceived control over the service and service quality and, demonstrate through two empirical studies, how these factors affect perceived risk and post-purchase behavioral intentions. Both studies were conducted in health care settings. In the first study, we collected data using a mail survey of 192 patients after their treatment from a regional hospital. In the second study, survey data were collected from 101 patients of a specialized clinic providing alternative therapies within a major hospital. Our results provide confirmation that the favorable physical environment of the service setting enhances perceived control and perceptions of service quality. Moreover, perceived control and perceived quality of the service provider reduces post-purchase perceived risk. Finally, post-purchase perceived risk reduces behavioral intentions, while perceived quality of the service provider enhances behavioral intentions. Authors contributed equally to the research.     

Commitment to a friend,a service provider,or a service company—are they distinctions worth making?

In two studies, the authors examine three targets of commitment in service provider–consumer relationships and their effects on customer loyalty. The results indicate that service consumers distinguish between commitment to a service company, commitment to an individual in the role of service employee, and commitment to an individual outside of the role of service employee (e.g., a personal commitment such as a friendship). In addition, these three targets of commitment are hierarchically related and have differential effects on various customer responses. The results have implications for both customer relationship managers and researchers studying such relationships.

Examining the influence of control and convenience in a self-service setting

The constructs of perceived control and convenience have been identified in previous qualitative studies of self-service technology (SST) use as important factors; yet empirically their effects are relatively unknown. Based on the theory of planned behavior, this study explores how control and convenience perceptions influence customers’ utilitarian (speed of transaction) and hedonic (exploration) motivations for using an SST. In addition, we explore how trust in a service provider influences customers’ future SST intentions. Two studies were undertaken to assess both users and nonusers’ evaluations of an SST. The results revealed that perceived control and convenience do impact the intentions of customers to use an SST in the future; however, their impact was mediated through the constructs of speed of transaction, exploration, and trust. Increased control and convenience perceptions influenced exploration, trust and speed evaluations, which in turn were associated with stronger perceived value, higher SST satisfaction judgments, and increased SST usage intentions. Managerial implications stemming from the empirical findings are discussed along with directions for future research.     

四川省4A级山岳类旅游景区服务质量的实证研究

目的/意义本文主要对“四川省4A级山岳类旅游景区服务质量与游客满意度之间的关系”和“散客对该类景区的预期与感知服务质量满意度的差异”进行实证研究。本研究能为四川4A级山岳类旅游景区改进服务质量,提升游客满意度,提高景区综合竞争力提供理论指导,从而促进该类景区的进一步发展。方法/过程本文主要调查对象为四川省邛崃天台山、绵竹九龙山、江油窦团山、绵阳西羌九皇山、雅安碧峰峡、阿坝四姑娘山等具有代表性的4A级山岳类旅游景区。通过建立服务质量维度与游客满意度间的关系模型,运用理论与实证分析相结合的方法,将现场问卷调查所得的数据进行分析。结果/结论找到影响游客感知该类景区服务质量的关键要素,以及散客对其预期与感知服务质量满意度的差异,从而得出本文研究结论。     

Organizational antecedents to and consequences of service business orientations in manufacturing companies

Although various manufacturing companies have developed into total solution providers, no research addresses their service orientations. Building on the literature on organizational service climate, this study explores the organizational parameters and service business orientations that explain relative product sales and service volume of manufacturing companies. Following an exploratory study involving in-depth interviews, the authors conducted an empirical survey of 137 companies in The Netherlands, Belgium, and Denmark. The study assesses the effects of organizational parameters on the implementation of service business orientations and validates the important distinction between services in support of the client’s actions (SSC) and services in the support of the product (SSP). The findings demonstrate that services in support of the client’s action leverage relative product sales, while services in support of the product generate service volume. In addition to the main effects, the moderating effects of the organizational parameters are discussed.

中国服务贸易国际竞争力的研究综述

总结了常用来测度中国服务贸易竞争力的指标体系,综述了影响中国服务贸易竞争力的因素和提升竞争力的对策,并进行了简要评价。通过各种指标对中国服务贸易国际竞争力的测度,中国服务贸易整体竞争力较弱、行业间存在较大差异的观点已得到众多研究者的认同。研究者们也从各个角度探讨了影响中国服务贸易竞争力的因素,并提出了提升中国服务贸易竞争力的对策建议。     

The effects of customer participation in co-created service recovery

The benefits of customer co-creation of value in the service context are well recognized. However, little is known about service failures in a co-creation context and the consequent roles of both firms and customers in the advent of service recovery. In conceptualizing a new construct, “customer participation in service recovery,” this study proposes a theoretical framework that delineates the consequences of the construct and empirically tests the proposed framework using role-playing experiments. The results indicate that, when customers participate in the service recovery process in self-service technology contexts, they are more likely to report higher levels of role clarity, perceived value of future co-creation, satisfaction with the service recovery, and intention to co-create value in the future. Theoretical and managerial implications of the findings are discussed. Authors are listed alphabetically.     

支持辽宁中小企业发展的政策和服务体系研究

经过近年来政府与社会各界的努力,支持辽宁中小企业发展的政策和服务体系已初步构建成形,为中小企业的发展打下了良好的基础.但与经济发达地区相比,辽宁中小企业的政策和服务体系仍然存在着不足.辽宁现有的中小企业政策实施及服务配给的资源紧张;政策实施主体的管理意识强,服务意识差;政策表达原则性意见的多,细化至可操作性的少;政策制定和服务体系构建缺乏优化意识.这些问题成为辽宁中小企业诞生率高,成活率低的众多原因之一.针对这些问题,提出相对应的改革措施有：明确政府在服务中小企业中的定位,扭转区域文化中企业家精神匮乏的局面,充分发挥工商联等政企双重代理机构的作用,优化中小企业政策和服务体系.     

游客感知与旅游地形象、满意度和忠诚度的关系研究——以西安为例

以西安为例,运用因子分析和回归分析等方法,分析了对旅游地形象、满意度和忠诚度有影响的游客感知指标,并构建了相关的回归方程。研究表明,游客对西安的感知可以分为基础设施、人文氛围和服务、资源吸引力、旅游信息、环境和卫生质量、新奇度及便利性6个维度;有有趣的地方参观、优质的服务、有高品质的住宿、旅游咨询系统发达4项指标对旅游地形象、游客满意度和忠诚度皆有正面影响;旅游形象对游客忠诚的影响比满意度对游客忠诚的影响更显著。在此基础上,提出了城市旅游的管理和营销等相关建议。     

服务行业工资增长的影响因素实证分析——以广西为例

运用Panel Data model对广西2000—2009年服务行业工资增长影响因素的六个假说进行实证检验。研究结果证实,产值增长份额、劳动生产率、资本密集度、人力资本水平和对外贸易水平是影响工资增长的重要因素,这些影响因素与工资增长正相关。进一步研究发现,消费水平与工资增长负相关。     

中国服务贸易竞争力实证研究:1982—2010

对中国服务贸易竞争力进行了全面测算和深入分析后发现中国服务贸易总体竞争力仍处于较低水平,在一些关键性服务领域仍处于弱势地位。试图通过实证研究,以期发现中国服务贸易竞争力与人力资本、服务产业及对外开放之间存在的内在关系。认为人力资本对服务贸易进出口能力具有直接影响,而服务产业的效应不具明显性,对外开放对服务贸易有一定负作用。     

服务业高质量发展促进了制造业企业高质量发展吗？——来自服务业综合改革试点的经验证据

服务业综合改革是促进服务业高质量发展的重要举措，服务业高质量发展具有成本降低效应、创新促进效应和产业融合效应，因而服务业综合改革可以通过降低生产经营成本、增加技术创新产出、推动服务转型等路径来促进制造业企业全要素生产率提升。将国家服务业综合改革试点作为一项准自然实验，以全要素生产率表征企业的高质量发展水平，采用2007—2019年沪深A股制造业上市公司数据，运用PSM-DID方法进行政策效应分析，结果表明：服务业综合改革显著提高了试点城市的制造业企业全要素生产率，并可以通过降低成本费用率、增加专利申请数量、提高服务转型程度3条路径来促进制造业企业全要素生产率提升；服务业综合改革对市场化水平较高地区、技术密集型行业、规模较大的制造业企业全要素生产率提升具有更强的促进效应。因此，应加大服务业综合改革力度，促进服务业高质量发展；加快市场化进程，推动服务业与制造业融合发展，充分发挥服务业高质量发展对制造业企业高质量发展的促进作用。     

国外有关顾客参与的研究综述与发展方向

顾客参与已成为近年来国际营销学研究热点之一,西方学者针对顾客参与的研究取得了丰硕成果。通过对顾客参与的概念界定,顾客参与的过程和构成维度,企业管理学和服务营销学角度中有关顾客参与的角色,顾客参与的各种投入和强度等方面的国外顾客参与相关研究成果进行全面梳理,可以发现现有研究对顾客参与概念、顾客参与维度和测量均未形成一致观点,顾客参与的角色不清晰,缺乏系统、动态视角的观点。未来研究中应准确定位顾客参与的概念和维度,探索服务员工对顾客参与的影响、参与结构的效用,重点推进服务供应系统的顾客参与,关注服务供应环境。     

Alternative indexes for monitoring customer perceptions of service quality: A comparative evaluation in a retail context

Customer satisfaction and service quality measures obtained through consumer surveys invariably have skewed distributions. As such, researchers have questioned the appropriateness of the popular approach of using the mean rating to summarize such data. However, no detailed study on this topic has yet been conducted. In two independent studies, the relative validity of the various indexes that can be used to summarize consumer’s service quality ratings (e.g., mean, median, mode, kurtosis, skewness, top/bottom-tail percentiles) are examined. In Study 1, using typical commercial survey data from a fast-food/convenience retail chain, both the mean and top-box percentiles are found to be the best indicators of service quality, based on their correlation with customer-driven business performance measures. In Study 2, the results are further confirmed by an extensive simulation that varies factors such as the shape of the underlying distribution of customer ratings and the strength of the relationship between customer ratings and business performance measures. The article concludes with a discussion of the findings and implications for future research. Robert F. Hurley is an assistant professor of marketing at Fordham University. He received his M.B.A. from the University of Pennsylvania and his Ph.D. from Columbia University. His research has been published in theJournal of Marketing, theJournal of the Academy of Marketing Science, Advances in Services Marketing and Management, theJournal of Business Research, California Management Review, theJournal of Applied Social Psychology, theJournal of Marketing Theory and Practice, and theJournal of Engineering and Technology Management. Hooman Estelami is an assistant professor of marketing at Fordham University. He received his M.B.A. from McGill University and his Ph.D. from Columbia University. His research has been published in theJournal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Pricing Strategy and Practice, Middle East Insight, Advances in Consumer Research, theJournal of Professional Services Marketing, and theJournal of Business in Developing Nations.     

CBD与现代服务业企业集群研究

CBD是现代服务业集聚之地,而现代服务业企业如何形成集群是较新的课题。目前,研究生产型企业集群较多,但研究都市中现代服务企业集群较少,因此,本文探讨CBD中的现代服务业企业集群是有现实意义的。文章主要论述了现代服务业集群的含义、形成因素、集聚模式以及在CBD中发展现代服务企业集群的条件。     

入世过渡期结束后我国服务贸易的发展研究

加入世界贸易组织,给我国服务贸易发展的外部环境带来巨大的改变,尤其是5年过渡期结束后,国内服务市场对外全面开放,对我国服务业和服务贸易带来新的挑战。本文主要考察入世后我国服务贸易的发展状况。首先讨论了服务贸易环境的改变;其次实证研究了加入世贸组织5年来,在面对市场更加开放、竞争逐步激烈的环境下,我国服务贸易特征是否有一个根本转变。再次,分析了过渡期结束后我国服务业面临的问题、挑战以及发展展望;最后基于科学发展观提出相应的对策建议。     

嘉兴市吸引服务外包的竞争力分析——基于长三角地区8个服务外包城市的比较

分析嘉兴服务外包产业发展的竞争优劣势以及机遇和挑战,用城市服务外包竞争力综合评价模型对嘉兴和长三角地区8个城市服务外包产业竞争力进行实证研究,并在此基础上提出增强嘉兴市吸引服务外包产业竞争力的对策建议。     

Fundamentals of service science

Service systems are value-co-creation configurations of people, technology, value propositionsconnecting internal and external service systems, and shared information (e.g., language, laws, measures, and methods). Service science is the study of service systems, aiming to create a basis for systematicservice innovation. Service science combines organization and human understanding with business andtechnological understanding to categorize and explain the many types of service systems that exist as wellas how service systems interact and evolve to co-create value. The goal is to apply scientific understandingto advance our ability to design, improve, and scale service systems. To make progress, we think servicedominantlogic provides just the right perspective, vocabulary, and assumptions on which to build a theory ofservice systems, their configurations, and their modes of interaction. Simply put, service-dominant logicmay be the philosophical foundation of service science, and the service system may be its basic theoreticalconstruct.