摘要
以海底捞、鼎泰丰、胖东来和美豪4个品牌的大众点评评论作为数据收集来源,采用扎根理论构建出创造感动体验的机制模型。研究表明,员工主动服务包含了2个阶段4个维度,具体是通过信息搜寻行为发现顾客潜在需求,再通过利他行为、关爱行为和尽责行为满足顾客的潜在需求,主动服务行为能够满足顾客内心深处的心灵需求,实现顾客感动。提出了顾客品牌关系的新构念——品牌感恩,表现为顾客态度上的认可、顾客情绪上的感激和顾客行为上的回报。企业应通过授权、培训、亲情式管理等方式充分发挥员工服务的主动性,在不同接触点为顾客创造令人难忘的感动体验。
Taking the public comments of four brands of Haidilao hot pot,Din Tai Fung,Pang Dong Lai and Mehood as data collection sources,the mechanism model of creating moving experiences is constructed by using grounded theory.Research shows that employees'proactive service includes two stages and four dimensions.Specifically,they find customers'potential needs through information searching behavior,and then meet customers'potential needs through altruistic behavior,caring behavior and conscientious behavior.Active service behavior can meet customers'inner spiritual needs and move customers.A new concept of customer-brand relationship,brand gratitude,is proposed,which is manifested as recognition in customer attitude,gratitude in customer emotion and reward in customer behavior.Enterprises should give full play to the initiative of staff service through authorization,training,family-friendly management and other methods to create unforgettable touching experiences for customers at different touchpoints.
作者
李震
LI Zhen(School of Business, Putian University, Putian 351100, China)
出处
《福建商学院学报》
2021年第6期50-58,共9页
Journal of Fujian Business University
基金
福建省教育厅中青年教师教育科研项目(社科类)“体验经济助力实体经济高质量发展”(JAS20270)
莆田学院2020年度引进人才科研启动项目“响应性主动服务行为及其作用机制研究”(2020008)。
关键词
感动体验
主动服务
品牌感恩
情感温暖
moving experiences
proactive service
brand gratitude
emotional warmth
