自助服务技术条件下的顾客迁移:感知促销强度与产品熟悉度的影响

近年来,越来越多的服务企业希望通过基于信息技术的渠道创新建立市场竞争优势,而如何促进现有顾客向高效率、低成本的创新性服务渠道迁移,就成为它们必须面对的重要问题和挑战。文章以商业银行导入自助服务技术（SSTs）为例,实证研究顾客对现有渠道满意水平与其迁移意愿的关系,以及感知促销强度和产品熟悉度及其交互作用对这一关系的影响。研究发现,产品熟悉度决定了顾客满意影响迁移意愿的程度以及感知促销强度对顾客满意与使用意愿关系的调节作用。

Customer Migration in the Context of Self-service Technologies:Effects of Perceived Promotion Extensiveness and Product Familiarity

How to motivate customer migrate to technology-based service channel with high cost-efficiency is the great challenge and hard problem for the multi-channel service company which want to create competitive advantage by introducing innovative service channel based on information technologies.But the related academic research is not enough.This article explores the effects of product familiarity and perceived promotion extensiveness and their interaction on the relationship between customer satisfaction and channel migrating intention in the context of SSTs,such as online bank.The results show that product familiarity determines the degree to which satisfaction influence channel migration intention,as well as the nature of the moderating effect of perceived promotion extensiveness.