如何从共毁走向共生?——定制化旅游价值共毁和价值恢复对口碑传播的影响

价值共创的研究话题已受到学术界广泛关注,但越来越多的企业发现价值共创并非总是成功的。基于价值共创的负面视角--价值共毁,探讨价值的协同破坏机制及其影响的实证研究有待深入。文章以资源保存理论为基础,探讨价值共毁对负面口碑传播的影响,检验顾客失望的中介作用以及价值恢复类型的调节作用。文章以定制化旅游服务为实验情境,实验结果发现:(1)价值共毁类型在负面口碑传播上存在显著差异,相对于顾客引发的价值共毁,企业引发的价值共毁对负面口碑传播的影响关系更强;(2)顾客失望在价值共毁类型与负面口碑之间起完全中介作用;(3)价值恢复措施的不同类型调节了顾客失望的中介关系强度,当企业单独恢复价值时,企业引发价值共毁(相比于顾客引发价值共毁)会产生更少的顾客失望进而降低负面口碑。当企业与顾客共同恢复价值时,顾客引发价值共毁(相比于企业引发价值共毁)会产生更少失望进而降低负面口碑。最后对研究结论进行讨论并提出了管理启示。

From Co-destruction to Co-creation: The Influence of Value Co-destruction and Value Recovery on Word of Mouth in Customized Tourism Service

The positive outcomes of value co-creation have been widely examined but there is limited research focusing on the mechanism of value co-destruction,which is the negative side of co-creation.Value co-destruction is defined as a decline in the value co-created by the consumer and the company in the collaborative service process.It can occur when the resources of the company and the consumers have not been utilized appropriately or in an effective way.Furthermore,despite interest increasing in the literature in the drivers and outcomes of value co-destruction,it remains unclear how value lost in the co-destruction process could be regained.This research aims to answer two questions:(a)what is the underlying mechanism of the relationship between value co-destruction and word of mouth;and(b)what value recovery strategies are effective in reducing the negative influence of value co-destruction?According to the conservation of resource theory,if consumers perceive that their invested resources(e.g.,time,knowledge,effort)in the collaborative service process fail to achieve the expected positive outcomes,consumers feel disappointed and therefore take self-protective or defensive actions,such as reducing word of mouth.Through decreased word of mouth,consumers could seek social support,which could be regarded as a compensating resource.In reality,some value co-destruction could be induced by the company or the consumer.However,an appropriate strategy may regain value and mitigate the negative influence of value co-destruction.Such a recovery strategy could be initiated by the company alone(i.e.,company recovery),or conducted by both company and consumer(i.e.,company-consumer recovery).We expect that a company-consumer recovery strategy will be more effective when the value destruction is induced by the consumer,whereas the company recovery is more effective when the value destruction is induced by the company.To investigate the influence of value co-destruction on word of mouth,as well as the mediating role of consumer disappointment and the moderating role of recovery strategies,we adopted an experimental method and used a customized tourism service as an experimental situation for three experiments.The research findings indicate the following three results.First,the value co-destruction practices have different impacts on word of mouth.Specifically,compared with the destruction induced by the consumer,the destruction induced by the company led to less word of mouth.Second,consumer disappointment fully mediated the effect of value co-destruction practices on word of mouth.Third,a value recovery strategy moderated the effect of value co-destruction practices on consumer disappointment.Specifically,when the company alone recovered the value,the destruction induced by company(compared with that induced by the consumer)led to less consumer disappointment,which in turn increased word of mouth.In contrast,when the company and the consumer co-recovered the value,the destruction induced by the consumer(compared with that induced by the company)led to less consumer disappointment,which in turn increased word of mouth.These findings enrich understanding of the mechanism of value codestruction and provide important managerial implications for customized tourism services.