摘要
服务仪式作为规范性、表演性和文化性的互动形式之一,对加强品牌建设和客户关系管理具有理论和实践意义。一方面,消费者期望品牌不仅满足自身功能需求,更看重服务互动过程中如仪式化场景等带来的精神和情感的慰藉;另一方面,我国品牌的服务流程设计由传统的服务提供模式转向服务价值共创模式,服务仪式通过仪式场景互动可有效传递品牌理念。研究表明,服务仪式通过感官印记和会话价值的链式中介作用正向影响消费者的品牌体验。同时,服务类型和消费者角色发挥调节作用,也即当消费者作为参与者体验享乐型服务或消费者作为观察者体验功能型服务时,服务仪式正向影响品牌体验。研究拓展了仪式在营销领域的应用范围,为企业利用仪式要素进行服务设计提供了启示和建议。
As one of the normative,performance and cultural interactive forms,service rituals have theoretical and practical significance for strengthening brand building and customer relationship management. On the one hand,consumers expect that brands should not only satisfy their functional needs,but also bring emotional and spiritual experiences by service interactions such as ritualized scenes;on the other hand,Chinese brand services still have many issues which need to be resolved urgently,such as concept transmission and value co-creation. On the other hand,the service process design of Chinese brands has shifted from the traditional service provision mode to the service value co-creation mode,such as brand concept transmission and ritual scene interaction. Research has found that the degree of service rituals has a positive impact on consumer brand experience,that is,service rituals enhance consumers’ sensory imprints and conversational value,thereby enhancing consumers’ brand experience. How ever,affected by service types and consumer roles,only when consumers experience hedonic services as participants or consumers experience functional services as observers will the degree of service rituals positively affect the brand experience. This research enriches and expands the use of rituals in the field of marketing,and it provides enlightenment and suggestions for enterprises to use ritual elements to design services.
作者
毛立静
卫海英
MAO Lijing;WEI Haiying
出处
《暨南学报（哲学社会科学版）》
CSSCI
北大核心
2022年第3期49-62,共14页
Jinan Journal(Philosophy and Social Sciences)
基金
国家自然科学基金项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链理论为视角”(71772077)。
关键词
服务仪式
品牌体验
价值共创
会话价值
服务类型
service ritual
brand experience
value co-creation
conversational value
type of service
