探究服务关系下顾客隐性需求新视角.docVIP

探究服务关系下顾客隐性需求新视角摘 要：服务关系保持决策中辩识顾客隐性需求是难点之一。本文运用心理契约理论，通过揭示顾客对于服务商“责任”认知，进而探究出顾客对于关系中应享有“利益和权益”的需求与信念。在“责任”认知内涵、信息环境、信念形成等分析基础上，提出了顾客心理契约中服务商“责任”需求要素假设，设计出“责任”认知量表。以三类服务行业为实证背景，通过问卷调查及数据分析，验证得到：由服务规范、服务公平、人际沟通、共生发展构成的服务商“责任”结构，并初步分析出顾客对于美发、配镜、航空客运三类服务商“责任”需求强度的差异性。 关键词：服务关系；心理契约；隐性需求； 实证研究 中图分类号：F713.50 文献标识码：A 文章编号：1003-5192(2011)05-0006-07 New Perspective on Customer Implicit Demand under the Service Relationship： ――Based on Business Responsibility Dimensions in Customer Psychological Contract WAN Ying-hong1,2, YUE Ying?1, JIANG Li-quan?1 (1.School of Management, Xi’an Jiaotong University, Xi’an 710049, China; 2.Experiment Center for Management Teaching Learning(Demo-Center at State Level for Experiment Teaching), Xi’an Jiaotong University, Xi?an 710049, China) Abstract:Customer implicit demands are difficult to identify in customer relationship retention strategies. This paper revealed customers? cognition on business responsibility, to explore customer demand and belief on interests and rights, by using psychological contract theory. Then based on customer perceived business responsibility, information environment, cognition formation, we summarized the elements of business responsibility factors, to develop the corresponding questionnaire. Taking three service industries as the backgrounds, through investigation and data analysis, the empirical research proved the four-dimensional structure, i.e., service standard, service fairness, interpersonal communication, symbiosis development. Finally differences of customer demand strengths towards business responsibilities were analyzed. Key words:service relationship; psychological contract; implicit demand; empirical research 1 引言 随着服务行业竞争环境的加剧，辨识顾客需求已从显性延伸至隐性需求, 与顾客隐性需求相契合的服务响应能力是顾客关系保持决策的新问题。大量实践性研究表明［1,2］：顾客内心在对等交换认知作用下，除了显性经济契约表达的顾客需求，尚有内隐需求。一旦顾客感知这些内隐需求未满足，往往会感到失望，产生负向态度、情绪，甚至中断关系或转换服务商。由于内隐需求具有模糊性、不完备性，增大了辨析的难度。 心理契约概念为探究顾客内隐需求开辟了一个新视角。心理契约理论最早被运用于揭示组织关系中员工与组织间彼此“责任和义务”认知与行为特性。主