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Engaging customers with employees in service encounters
Journal of Service Management ( IF 10.6 ) Pub Date : 2020-04-01 , DOI: 10.1108/josm-06-2018-0175
Haw-Yi Liang , Chih-Ying Chu , Jiun-Sheng Chris Lin

Purpose – Keeping both employees and customers highly engaged has become a critical issue for service firms, especially for high-contact and highly customized services. Therefore, it is essential to engage employees and customers during service interactions for better service outcomes. However, past research on employee and customer engagement has primarily focused on brands and organizations. Little research has concentrated on service interactions as the objects of engagement. To fill this research gap, this study aims to clarify and define service engagement behaviors (SEBs), identify various employee and customer SEBs and develop a model to investigate the relationships between these behaviors. Design/methodology/approach –A theoretical frameworkwas developed based on social contagion theory and service-dominant (S-D) logic to explore the effects of employee SEBs on customer SEBs through customer perceptions of relational energy and interaction cohesion. Dyadic survey data collected from 293 customeremployee pairs in various high-contact and highly customized service industries were examined through structural equation modeling. Findings – Results show that employee SEBs (service role involvement, customer orientation behavior and customer empowerment behavior) positively influence relational energy and interaction cohesion, which in turn affect customer SEBs (service exploration behavior and service coordination behavior). Originality/value – This study represents pioneering research to conceptualize SEBs. Different from the extant literature on engagement, SEBs capture the proactive and collaborative engagement behaviors of employees and customers in service interactions. Various employee and customer SEBs were identified and an empiricalmodelwas proposed and tested to investigate the effect of employee SEBs on customer SEBs through relational energy and interaction cohesion.

中文翻译:

使客户与员工进行服务接触

目的–保持员工和客户的高度参与已成为服务公司的关键问题,特别是对于高度联系和高度定制的服务。因此,在服务交互期间吸引员工和客户以获取更好的服务结果至关重要。但是,过去有关员工和客户敬业度的研究主要集中在品牌和组织上。很少有研究将服务交互作为参与的对象。为了填补这一研究空白,本研究旨在阐明和定义服务参与行为(SEB),识别各种员工和客户SEB并开发模型来研究这些行为之间的关系。设计/方法/方法–基于社会传染理论和服务主导(SD)逻辑开发了一个理论框架,以通过客户对关系能量和交互凝聚力的感知来探索员工SEB对客户SEB的影响。通过结构方程模型检查了从各种高联系度和高度定制化服务行业的293位客户雇员对中收集的二进位调查数据。结果–结果表明,员工SEB(服务角色参与,客户导向行为和客户授权行为)对关系能量和交互凝聚力产生积极影响,进而影响客户SEB(服务探索行为和服务协调行为)。原创性/价值–这项研究代表了SEB概念化的开创性研究。与现有的有关参与的文献不同,SEB捕获了服务交互中员工和客户的主动和协作参与行为。确定了各种员工SEB和客户SEB,并提出了一个经验模型并进行了测试,以通过关系能量和交互凝聚力研究员工SEB对客户SEB的影响。
更新日期:2020-04-01
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