基于不完全契约理论视角的外包服务商的管理

企业在与外包服务商签订完外包合同之后,需要对这种外包关系进行有效的管理,恰当的监督与激励是防范服务商机会主义行为的有效途径。通过运用不完全契约理论对服务外包不完全契约性的分析,揭示了这种不完全契约性给服务外包带来的影响,认为企业与外包服务商要建立起一种以正式的外包合同为基础,关系合同为补充的激励机制,并运用完善的服务商风险防范机制对服务商进行监督。     

体验经济背景下酒店体验营销策略研究

体验营销是继产品营销、服务营销之后一种真正＂以顾客为中心＂的全新营销方式。随着顾客需求的变化和酒店业竞争的加剧,体验营销越来越受到酒店行业的关注。文章研究了体验经济背景下酒店感官营销、情感营销、思考营销、行动营销、关联营销五大体验营销策略。     

B2B relationship calculus: quantifying resource effects in service-dominant logic

Increasingly, knowledgeable business-to-business (B2B) customers and evolving customer needs are leading to seismic shifts in vendor–client interactions. Across industries, sellers are changing their business models from a simple goods orientation to a hybrid goods–services model, placing greater emphasis on delivering complete customer solutions. In such an environment, companies must find ways to prioritize investments in resource development. The service-dominant (S-D) logic framework offers significant insights into this challenge; however, these effects have not been tested quantitatively. This study addresses that gap, examining the influence of various seller resources on buyer satisfaction. An empirical analysis of buying organizations that purchased and implemented business intelligence systems finds that “augmented” operant resources that the buyers ascribe to the software’s sellers—resources that go above and beyond expectations—are the most significant predictors of both successful technology assimilation and overall customer relationship quality. In particular, an augmented operant resource reflecting a seller’s ability to see value creation opportunities from the buyer’s perspective (value mindset) has up to three times the effect on relationship satisfaction as “core” operant resources such as product-specific expertise or basic interpersonal service skills. These results can help sellers prioritize resource investments.     

Social coupons as a marketing strategy: a multifaceted perspective

Social coupons are fast emerging as a popular marketing tool for businesses, an attractive shopping tool for consumers using them and a profitable business model for the social coupon service providers. But does the popularity of social coupons extend into providing short- and long-term profitability and new customers for the businesses? Through an analytical model, this paper answers the following questions: (1) Are social coupons profitable for businesses? (2) Can businesses influence social coupon profitability? (3) How can businesses recover the shortfall in profits from the coupon launch? (4) How long will it take for businesses to recover the shortfall in profits from the coupon launch? Using data from three different businesses, we find that social coupons in their current form are not ideally suited to ensure customer acquisition and yield profits for the businesses. Additionally, we discuss possible areas where social coupons might work. Several research questions for future testing are offered to explore this new area of marketing.     

顾客满意与市场营销

引导市场营销方向的是顾客消费需求 ,市场营销的产品和活动只有在适合需求、实现顾客满意的情况下 ,才能顺利实现其交换和价值。当前我国的市场营销偏离了顾客满意这个中心 ,存在着许多误区。本文着重讨论了顾客满意对企业理念、质量策略、价格策略、分销渠道、促销和服务等营销策略的重要性以及如何制订营销策略。     

Consumer decision to upgrade or downgrade a service membership

Service memberships are commonly used to support consumer relationships, yet the mechanisms for consumers’ membership decisions are poorly understood. This paper develops a model of consumers’ decision to modify (upgrade or downgrade) a service membership conditional on their decision to renew. Bridging insights from relationship marketing and consumer behavior, the proposed model conceptualizes how relational drivers differentially influence the upgrade/downgrade decision while also modeling the effect of transactional, membership and socio-demographic variables. The posited hypotheses are tested with a multinomial logit model with selection using multi-source (archival and survey) consumer-level data related to renewable service memberships in a not-for-profit context. Results suggest that modification decisions are driven by relational payoffs from ongoing experiences such that upgrade decisions evidence a “motivator” effect of consumer trust (quadratic), while downgrade decisions indicate a negative influence of consumer trust conditional on perceived knowledge. Managerially, the study indicates that, while membership modification and renewal are disparate decisions with remarkably divergent mechanisms, to examine and analyze them as independent decisions is to risk misjudgments about their determinants and waste resources in investments that are unlikely to yield desired return.     

Critical service logic: making sense of value creation and co-creation

Because extant literature on the service logic of marketing is dominated by a metaphorical view of value co-creation, the roles of both service providers and customers remain analytically unspecified, without a theoretically sound foundation for value creation or co-creation. This article analyzes value creation and co-creation in service by analytically defining the roles of the customer and the firm, as well as the scope, locus, and nature of value and value creation. Value creation refers to customers’ creation of value-in-use; co-creation is a function of interaction. Both the firm’s and the customer’s actions can be categorized by spheres (provider, joint, customer), and their interactions are either direct or indirect, leading to different forms of value creation and co-creation. This conceptualization of value creation spheres extends knowledge about how value-in-use emerges and how value creation can be managed; it also emphasizes the pivotal role of direct interactions for value co-creation opportunities.     

合约实施理论发展综述

合约的实施或执行,比合约形式更加重要。关于合约实施的研究,大体经历了"重要性"与"特殊性"两个主要发展阶段。合约实施的"特殊性"研究较之合约实施"重要性"文献,更加重视合约实施的传统社会资源与限制条件,极大地深化了人们对合约实施的认识,我国学者注重关系合约表现出了可贵的冷静与成熟。     

浅析网络格式合同的订立

随着计算机网络的迅速发展和网络经济时代的到来,各个部门法都在经历着前所未有的变革.如网络消费者通过click-wrap contract、online electronic contract等形式在线订购产品与服务,电子商务的广泛开展与迅速发展,消费者进行网上访问等等参与电子交易都是通过订立网络格式合同进行的.网络电子契约的发展导致了在网络经济和贸易领域中网络格式合同的广泛应用.     

Consumer reliance on intangible versus tangible attributes in service evaluation: the role of construal level

The services marketing literature has traditionally characterized intangibility as the most critical distinction between services and goods, but in practice service production and consumption often involve both intangible and tangible elements. While prior research has examined and debated service intangibility from the firm’s perspective, what is missing is an understanding of how consumers weigh the relative importance of intangible versus tangible attributes in their service evaluation. Drawing on construal level theory, the authors propose that consumers with a high (vs. low) construal level rely more on intangible (vs. tangible) attributes in service evaluation. Furthermore, the effect of construal level on service evaluation is mediated by imagery vividness, with service type (e.g., experience vs. credence services) serving as a boundary condition. The authors conduct two field studies and two lab experiments and find that under a high construal level, consumers rely more on intangible attributes in their service evaluation and choice formation; under a low construal level, consumers rely more on tangible attributes in their service evaluation and choice. The findings not only offer new insights to help reconcile the disparate perspectives on service intangibility in the literature but also have practical implications on service firms’ positioning strategies that vary across time (e.g., advance selling vs. on-site selling) and space (e.g., near vs. distant outlet), as well as which attributes to emphasize in their marketing communications.     

银行服务质量与客户满意度调查研究——以乌鲁木齐市和昌吉市为例

随着经济的发展,金融服务质量已成为评估一家商业银行核心竞争力的重要标准,公众享受优质的金融服务十分必要与迫切。本文以新疆乌鲁木齐市和昌吉市地区商业银行及银行客户为主要调查对象,一方面探查两地区消费者的偏好;另一方面探测两地区消费者对银行服务质量的满意程度。通过基层调研、描述性分析和方差分析,我们发现两个地区的消费者在银行选择和消费的过程中有相似的偏好,两个地区消费者对当地银行服务质量总体满意,在部分服务项目的满意度上有些差异,并以此为基础提出提高银行服务质量和增加客户满意度的相关建议。     

Effects of dominance transitions on advice adherence in professional service conversations

For many professional services, advice adherence is a necessary condition for achieving service success for both customers and service providers. Despite their pivotal roles in value co-creation, typical conversational interactions often lead to low adherence. We propose that enabling a “dominance transition,” from provider dominance in the pre-advice stage to customer dominance in the post-advice stage, enhances advice adherence because it increases customers’ perceived common ground. Furthermore, providers’ consultation focus, customers’ prior knowledge, and customers’ perceived adherence effort moderate this process. Using mixed methods, including both empirical modeling and controlled and field experiments, we validate the proposed model in various contexts (healthcare, financial services, and fitness and wellness counseling). The findings establish several theoretical contributions and offer managerial implications for improving advice adherence by managing dominance transitions in conversational interactions more effectively through training service providers or even programming AI chatbots.

     

广告媒体的变化趋势对ELM理论应用的影响

消费需求在我国的经济增长模式中起着越来越重要的作用。要想有效地刺激消费者的购买欲望,需要强化市场营销策划人员在广告与促销手段上的说服能力。在理论研究中,ELM是比较权威的以心理角度进行说服性分析的理论,而在广告与促销的实际应用中,市场营销管理者需要结合当前广告媒体的变化趋势避免中枢途径和边缘途径使用的一些误区。     

Managing market relationships

The ability of a firm to create and maintain relationships with their most valuable customers is a durable basis for a competitive advantage. To keep this edge over rivals, who continually try to attract these customers away, a firm has to master the three elements of a market-relating capability. First, a relationship orientation must pervade the mind-set, values, and norms of the organization. Second, the firm must keep deepening its knowledge of these customers and putting it to work throughout the organization. Third, the key processes must be internally integrated and externally aligned with the corresponding processes of the firm's customers. George S. Day is the Geoffrey T. Boisi Professor, professor of marketing, and director of the Huntsman Center for Global Competition and Innovation at the Wharton School of the University of Pennsylvania. Previously, he was executive director of the Marketing Science Institute. He has authored 12 books and 125 articles in the areas of marketing and strategic business planning. He has received various awards, including two Alpha Kappa Psi Foundation Awards and two Harold H. Maynard Awards for the best articles published in theJournal of Marketing; in 1994, he received the Charles Coolidge Parlin Award for distinguished contributions to the field of marketing; and in 1996, he received the Paul D. Converse Award. He was selected as the outstanding marketing educator for 1999 by the Academy of Marketing Sciences.     

企业薪酬体系与员工心理契约匹配关系研究

薪酬体系要能达到组织预期的效果,必须和组织员工的心理契约相匹配,在不同的心理契约类型下采用不同的薪酬体系。首先对员工心理契约以及企业薪酬体系进行了分类,将员工心理契约分为交易型、关系型和理念型三种类型,将企业薪酬体系分为机械型、柔性型和平衡型三种;然后探讨了薪酬体系和员工心理契约之间的匹配机制和模式,认为交易型心理契约下适合采用机械型薪酬体系,关系型心理契约适用柔性型薪酬体系,理念型心理契约下则适用柔性型或者平衡型薪酬体系;在此基础上,对企业的薪酬管理实践给出了相应的建议。     

虚拟社区意见领袖的角色差异及对企业营销的启示

意见领袖是影响消费者购买意愿的重要因素。相比现实世界的口碑传播,虚拟社区的人际传播速度更快、传播范围更广,其意见领袖的影响力不可小视。意见领袖因其发言内容侧重点不同而可分为交易型、专家型和信息型三种型态。在企业主导的虚拟社区,成员一般会给予产品较多的正面评价,但却较难产生具有公信力的意见领袖;而在消费者主导的虚拟社区,则较易形成成员公认的意见领袖。企业开展口碑营销,可通过自行建立讨论区和参与消费者主导的讨论区,寻求意见领袖对本企业产品的支持,促成企业营销目标的达成。     

消费者市场营销中的“双因素”分析

一般产品所具有的功能、质量等要素只能给消费者带来生理效用,厂商必须重视这些因素,但又不能全部寄希望于通过提高质量、完善功能和降低价格来赢得市场。产品的款式、品牌、包装、形象和广告要素是一般产品中消费者获得心理满足和精神享受的源泉。这些因素的不足呈较少引起消费者的显性不满即投诉,但它们的改善却能给消费者带来极大的满足,激发起他们的购买热情。     

我国第三方物流企业的市场营销战略与策略研究

本文通过对第三方物流企业的需求与供给分析，提出第三方物流企业的市场营销战略：一是市场定位以中国大陆地区为基地，以精良的设备、高效的管理制度和高素质的员工队伍，为客户提供订制的个性化的物流服务——个性化战略；二是实现个性化战略的两条基本思路——定位个性化和服务个性化。据此战略指出第三方物流企业相应的营销策略是市场细分策略、价格竞争策略、一对一营销策略、客户资源整合策略、品牌建设策略和营销创新策略等。     

金融消费者信赖权与金融机构信赖义务分析——以金融合约缔结中的消费者保护为视角

传统的契约理论基于对个人决策自由的保护,排除任何契约之外的权力与义务的侵入。但是金融领域内的极度信息不对称,完全的形式平等正义已无法适应社会生活的发展。信赖法则作为近代法律经济功能下的产物,以诚实信用原则为基础,强调当事人之间的信赖关系和信赖利益,对于实现金融创新的持续稳健发展提供了保障。从金融合约缔结过程中信息获取与输出两个脉络分析金融机构应承担的信赖义务,金融机构在营销过程中不仅要满足客户信息收集的完全性与适当性,保证金融机构在营销过程中的适当性,而且应规范合约缔结过程中的信息披露义务和遵循的披露原则,保证信息披露的充分性及完全性,确保消费者理性行为。     

基于关系契约的专用性投资治理研究

专用性投资使企业拥有了异质化的资本,使供应链获得了独特而又难于模仿的市场优势,这是供应链竞争优势的重要来源。但是,由于供应链契约的不完全性,专用性投资在创造竞争优势的同时也易引致机会主义风险,因此,必须选择恰当的治理机制以保护专用性投资的价值创造效应而抑制其负面效应。我们认为,关系契约可以通过利益导向型机制和关系导向型机制实现对专用性投资的有效治理。