顾客间互动研究综述与展望
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外国经济与管理 2015 年 第 37 卷第 12 期, 页码：73 - 85
摘要
参考文献
摘要
市场营销研究大多集中在企业与顾客之间关系的层面,顾客间互动在很长时期内是被抑制和低估的因素。然而,随着商业环境的变化和营销理论的发展,人们发现顾客间互动是一种普遍且重要的现象,有可能成为企业价值创造新的力量来源,这极大地鼓舞了学者们对它的研究兴趣和热情。目前,顾客间互动已成长为营销学术领域一个新兴的、独立的和极具发展前景的研究主题。本文基于对顾客间互动主题文献的系统梳理,从顾客间互动的内涵和类型划分、顾客间互动对企业和顾客的影响、顾客间互动的主要驱动因素,以及互动管理策略等方面对现有研究成果进行了述评,并对未来研究方向进行了展望。
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[2] Baron S,et al.Oral participation in retail service delivery:A comparison of the roles of contact personnel and customers[J].European Journal of Marketing,1996,30(9):75-90.
[3] Baron S,et al.Strangers in the night:Speeddating,CCI and service businesses[J].Service Business,2007,1(3):211-232.
[4] Baron S and Harris K.Toward an understanding of consumer perspectives on experiences[J].Journal of Services Marke-ting,2010,24(7):518-531.
[5] Bitner M J.Servicescapes:The impact of physical surroundings on customers and employees[J].Journal of Marketing,1992,56(2):57-71.
[6] Brack A D and Benkenstein M.The effects of overall similarity regarding the customer-to-customer-relationship in a ser-vice context[J].Journal of Retailing and Consumer Services,2012,19(5):501-509.
[7] Brocato E D,et al.Understanding the influence of cues from other customers in the service experience:A scale development and validation[J].Journal of Retailing,2012,88(3):384-398.
[8] Bruhn M,et al.Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities[J].Industrial Marketing Management,2014,43(1):164-176.
[9] Davies B,et al.Observable oral participation in the servuction system:Toward a content and process model[J].Journal of Business Research,1999,44(1):47-53.
[10] Finsterwalder J and Kuppelwieser V G.Co-creation by engaging beyond oneself:The influence of task contribution on perceived customer-to-customer social interaction during a group service encounter[J].Journal of Strategic Marketing,2011,19(7):607-618.
[11] Gainer B.Ritual and relationships:Interpersonal influences on shared consumption[J].Journal of Business Research,1995,32(3):253-260.
[12] Georgi D and Mink M.Ecciq:The quality of electronic customer-to-customer interaction[J].Journal of Retailing and Consumer Services,2013,20(1):11-19.
[13] Grove S J and Fisk R P.The impact of other customers on service experiences:A critical incident examination of "getting along"[J].Journal of Retailing,1997,73(1):63-85.
[14] Gruen T W,et al.How e-communities extend the concept of exchange in marketing:An application of the motivation,opportunity,ability (MOA) theory[J].Marketing Theory,2005,5(1):33-49.
[15] Guenzi P and Pelloni O.The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider[J].International Journal of Service Industry Management,2004,15(4):365-384.
[16] Gummesson E.Quality management in service organizations[R].International Service Quality Association,St.Johns University,New York,1993.
[17] Gummesson E.From one-to-one to many-to-many marketing[A].in Edvardsson B,et al(Eds.).Proceedings from QUIS 9[C].Karlstad,Sweden:Karlstad University,2004:1-11.
[18] Gwinner K P,et al.Relational benefits in services industries:The customer's perspective[J].Journal of the Academy of Marketing Science,1998,26(2):101-114.
[19] Harris K and Baron S.Consumer-to-consumer conversations in service settings[J].Journal of Service Research,2004,6(3):287-303.
[20] Harris K,et al.Understanding the consumer experience:It's good to talk[J].Journal of Marketing Management,2000,16(1-3):111-127.
[21] Huang J and Hsu C H C.Interaction among fellow cruise passengers:Diverse experiences and impacts[J].Journal of Travel & Tourism Marketing,2009,26(5-6):547-567.
[22] Kim N and Lee M.Other customers in a service encounter:Examining the effect in a restaurant setting[J].Journal of Services Marketing,2012,26(1):27-40.
[23] Lemke F,et al.Customer experience quality:An exploration in business and consumer contexts using repertory grid technique[J].Journal of the Academy of Marketing Science,2011,39(6):846-869.
[24] Li M,et al.Self-service operations at retail stores:The role of inter-customer interactions[J].Production and Operations Management,2013,22(4):888-914.
[25] Libai B,et al.Customer-to-customer interactions:Broadening the scope of word of mouth research[J].Journal of Service Research,2010,13(3):267-282.
[28] Martin C L and Pranter C A.Compatibility management:Customer-to-customer relationships in service environments[J].Journal of Services Marketing,1989,3(3):5-15.
[26] Martin C L.Consumer-to-consumer relationships:Satisfaction with other consumers' public behavior[J].Journal of Consumer Affairs,1996,30(1):146-169.
[27] Martin C L and Clark T.Networks of customerto-customer relationships in marketing[A].in Iacobucci D(Ed.).Networks in marketing[C].London:Sage,1996:342-366.
[29] McGrath M A and Otnes C.Unacquainted influencers:When strangers interact in the retail setting[J].Journal of Business Research,1995,32(3):261-272.
[30] Meyer A and Westerbarkey P.Incentive and feedback system tools for improving service quality[R].QUIS 3 Quality in Services Conference Proceedings,International Service Quality Association,New York,1994:301-314.
[31] Moore R,et al.The impact of customer-to-customer interactions in a high personal contact service setting[J].Journal of Services Marketing,2005,19(7):482-491.
[32] Nicholls R.Value creation in services:A customer-to-customer (C2C) approach[A].in Starnawska S and Werda W(Eds.).Search for value:Selected aspects[C].Siedlce:University of Podlasie,2007:79-84.
[33] Nicholls R.New directions for customer-to-customer interaction research[J].Journal of Services Marketing,2010,24(1):87-97.
[34] Parker C and Harris K.Investigating the antecedents of consumer-to-consumer interaction[A].in Menon A and Sharma A(Eds.).American Marketing Association Winter Educators' Conference Proceedings[C].Chicago:American Marketing Association,1999,10:248-249.
[35] Parker C and Ward P.An analysis of role adoptions and scripts during customer-to-customer encounters[J].European Journal of Marketing,2000,34(3/4):341-359.
[36] Raajpoot N A and Sharma A.Perceptions of incompatibility in customer-to-customer interactions:Examining individual level differences[J].Journal of Services Marketing,2006,20(5):324-332.
[37] Rosenbaum M S.Exploring the social supportive role of third places in consumers' lives[J].Journal of Service Research,2006,9(1):59-72.
[38] Tombs A G and McColl-Kennedy J R.The importance of physical,social and contextual elements of the social-servicescape on customer affect and repurchase intentions[R].Australian and New Zealand Marketing Academy Conference,2004.
[39] Tombs A G and McColl-Kennedy J R.Third party customers infecting other customers for better or for worse[J].Psychology and Marketing,2013,30(3):277-292.
[40] Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[41] Vargo S L and Lusch R F.Service dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[42] Williams K C and Spiro R L.Communication style in the salesperson-customer dyad[J].Journal of Marketing Research,1985,22(4):434-442.
[43] Wu C H.The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service-The service encounter prospective[J].Tourism Management,2007,28(6):1518-1528.
[44] Wu C H.The influence of customer-to-customer interactions and role typology on customer reaction[J].Service Industries Journal,2008,28(10):1501-1513.
[45] Wu C H and Liang R D.Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants[J].International Journal of Hospitality Management,2009,28(4):586-593.
[46] Yoo J J,et al.Effects of positive customer-to-customer service interaction[J].Journal of Business Research,2012,65(9):1313-1320.
[47] Zhang J,et al.A cit investigation of other customers' influence in services[J].Journal of Services Marketing,2010,24(5):389-399.
[48] 蒋婷.顾客间互动的质性探索和理论模型构建——以高星级饭店为例[J].旅游论坛,2012,5(2):6-11.
[49] 蒋婷,胡正明.服务接触中游客间互动行为研究——基于关键事件技术的方法[J].旅游学刊,2011,26(5):77-83.
[50] 蒋婷,张峰.游客间互动对再惠顾意愿的影响研究——基于游客体验视角[J].旅游学刊,2013,28(7):90-100.
[51] 蒋婷.基于员工体验的游客间互动行为的质性研究[J].河南社会科学,2014,22(3):84-89.
[52] 景奉杰等.顾客间互动-情绪-购后满意关系分析——基于在线品牌社群视角[J].中国流通经济,2013(9):86-93.
[53] 王永贵,马双.虚拟品牌社区顾客互动的驱动因素及对顾客满意影响的实证研究[J].管理学报,2013,10(9):1375-1383.
[54] 银成钺,杨雪.服务接触中的兼容性管理对顾客反应的影响研究[J].管理学报,2010,7(4):547-554.
[55] 银成钺等.基于关键事件技术的服务业顾客间互动行为研究[J].预测,2010,29(1):15-20.
[2] Baron S,et al.Oral participation in retail service delivery:A comparison of the roles of contact personnel and customers[J].European Journal of Marketing,1996,30(9):75-90.
[3] Baron S,et al.Strangers in the night:Speeddating,CCI and service businesses[J].Service Business,2007,1(3):211-232.
[4] Baron S and Harris K.Toward an understanding of consumer perspectives on experiences[J].Journal of Services Marke-ting,2010,24(7):518-531.
[5] Bitner M J.Servicescapes:The impact of physical surroundings on customers and employees[J].Journal of Marketing,1992,56(2):57-71.
[6] Brack A D and Benkenstein M.The effects of overall similarity regarding the customer-to-customer-relationship in a ser-vice context[J].Journal of Retailing and Consumer Services,2012,19(5):501-509.
[7] Brocato E D,et al.Understanding the influence of cues from other customers in the service experience:A scale development and validation[J].Journal of Retailing,2012,88(3):384-398.
[8] Bruhn M,et al.Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities[J].Industrial Marketing Management,2014,43(1):164-176.
[9] Davies B,et al.Observable oral participation in the servuction system:Toward a content and process model[J].Journal of Business Research,1999,44(1):47-53.
[10] Finsterwalder J and Kuppelwieser V G.Co-creation by engaging beyond oneself:The influence of task contribution on perceived customer-to-customer social interaction during a group service encounter[J].Journal of Strategic Marketing,2011,19(7):607-618.
[11] Gainer B.Ritual and relationships:Interpersonal influences on shared consumption[J].Journal of Business Research,1995,32(3):253-260.
[12] Georgi D and Mink M.Ecciq:The quality of electronic customer-to-customer interaction[J].Journal of Retailing and Consumer Services,2013,20(1):11-19.
[13] Grove S J and Fisk R P.The impact of other customers on service experiences:A critical incident examination of "getting along"[J].Journal of Retailing,1997,73(1):63-85.
[14] Gruen T W,et al.How e-communities extend the concept of exchange in marketing:An application of the motivation,opportunity,ability (MOA) theory[J].Marketing Theory,2005,5(1):33-49.
[15] Guenzi P and Pelloni O.The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider[J].International Journal of Service Industry Management,2004,15(4):365-384.
[16] Gummesson E.Quality management in service organizations[R].International Service Quality Association,St.Johns University,New York,1993.
[17] Gummesson E.From one-to-one to many-to-many marketing[A].in Edvardsson B,et al(Eds.).Proceedings from QUIS 9[C].Karlstad,Sweden:Karlstad University,2004:1-11.
[18] Gwinner K P,et al.Relational benefits in services industries:The customer's perspective[J].Journal of the Academy of Marketing Science,1998,26(2):101-114.
[19] Harris K and Baron S.Consumer-to-consumer conversations in service settings[J].Journal of Service Research,2004,6(3):287-303.
[20] Harris K,et al.Understanding the consumer experience:It's good to talk[J].Journal of Marketing Management,2000,16(1-3):111-127.
[21] Huang J and Hsu C H C.Interaction among fellow cruise passengers:Diverse experiences and impacts[J].Journal of Travel & Tourism Marketing,2009,26(5-6):547-567.
[22] Kim N and Lee M.Other customers in a service encounter:Examining the effect in a restaurant setting[J].Journal of Services Marketing,2012,26(1):27-40.
[23] Lemke F,et al.Customer experience quality:An exploration in business and consumer contexts using repertory grid technique[J].Journal of the Academy of Marketing Science,2011,39(6):846-869.
[24] Li M,et al.Self-service operations at retail stores:The role of inter-customer interactions[J].Production and Operations Management,2013,22(4):888-914.
[25] Libai B,et al.Customer-to-customer interactions:Broadening the scope of word of mouth research[J].Journal of Service Research,2010,13(3):267-282.
[28] Martin C L and Pranter C A.Compatibility management:Customer-to-customer relationships in service environments[J].Journal of Services Marketing,1989,3(3):5-15.
[26] Martin C L.Consumer-to-consumer relationships:Satisfaction with other consumers' public behavior[J].Journal of Consumer Affairs,1996,30(1):146-169.
[27] Martin C L and Clark T.Networks of customerto-customer relationships in marketing[A].in Iacobucci D(Ed.).Networks in marketing[C].London:Sage,1996:342-366.
[29] McGrath M A and Otnes C.Unacquainted influencers:When strangers interact in the retail setting[J].Journal of Business Research,1995,32(3):261-272.
[30] Meyer A and Westerbarkey P.Incentive and feedback system tools for improving service quality[R].QUIS 3 Quality in Services Conference Proceedings,International Service Quality Association,New York,1994:301-314.
[31] Moore R,et al.The impact of customer-to-customer interactions in a high personal contact service setting[J].Journal of Services Marketing,2005,19(7):482-491.
[32] Nicholls R.Value creation in services:A customer-to-customer (C2C) approach[A].in Starnawska S and Werda W(Eds.).Search for value:Selected aspects[C].Siedlce:University of Podlasie,2007:79-84.
[33] Nicholls R.New directions for customer-to-customer interaction research[J].Journal of Services Marketing,2010,24(1):87-97.
[34] Parker C and Harris K.Investigating the antecedents of consumer-to-consumer interaction[A].in Menon A and Sharma A(Eds.).American Marketing Association Winter Educators' Conference Proceedings[C].Chicago:American Marketing Association,1999,10:248-249.
[35] Parker C and Ward P.An analysis of role adoptions and scripts during customer-to-customer encounters[J].European Journal of Marketing,2000,34(3/4):341-359.
[36] Raajpoot N A and Sharma A.Perceptions of incompatibility in customer-to-customer interactions:Examining individual level differences[J].Journal of Services Marketing,2006,20(5):324-332.
[37] Rosenbaum M S.Exploring the social supportive role of third places in consumers' lives[J].Journal of Service Research,2006,9(1):59-72.
[38] Tombs A G and McColl-Kennedy J R.The importance of physical,social and contextual elements of the social-servicescape on customer affect and repurchase intentions[R].Australian and New Zealand Marketing Academy Conference,2004.
[39] Tombs A G and McColl-Kennedy J R.Third party customers infecting other customers for better or for worse[J].Psychology and Marketing,2013,30(3):277-292.
[40] Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[41] Vargo S L and Lusch R F.Service dominant logic:Continuing the evolution[J].Journal of the Academy of Marketing Science,2008,36(1):1-10.
[42] Williams K C and Spiro R L.Communication style in the salesperson-customer dyad[J].Journal of Marketing Research,1985,22(4):434-442.
[43] Wu C H.The impact of customer-to-customer interaction and customer homogeneity on customer satisfaction in tourism service-The service encounter prospective[J].Tourism Management,2007,28(6):1518-1528.
[44] Wu C H.The influence of customer-to-customer interactions and role typology on customer reaction[J].Service Industries Journal,2008,28(10):1501-1513.
[45] Wu C H and Liang R D.Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants[J].International Journal of Hospitality Management,2009,28(4):586-593.
[46] Yoo J J,et al.Effects of positive customer-to-customer service interaction[J].Journal of Business Research,2012,65(9):1313-1320.
[47] Zhang J,et al.A cit investigation of other customers' influence in services[J].Journal of Services Marketing,2010,24(5):389-399.
[48] 蒋婷.顾客间互动的质性探索和理论模型构建——以高星级饭店为例[J].旅游论坛,2012,5(2):6-11.
[49] 蒋婷,胡正明.服务接触中游客间互动行为研究——基于关键事件技术的方法[J].旅游学刊,2011,26(5):77-83.
[50] 蒋婷,张峰.游客间互动对再惠顾意愿的影响研究——基于游客体验视角[J].旅游学刊,2013,28(7):90-100.
[51] 蒋婷.基于员工体验的游客间互动行为的质性研究[J].河南社会科学,2014,22(3):84-89.
[52] 景奉杰等.顾客间互动-情绪-购后满意关系分析——基于在线品牌社群视角[J].中国流通经济,2013(9):86-93.
[53] 王永贵,马双.虚拟品牌社区顾客互动的驱动因素及对顾客满意影响的实证研究[J].管理学报,2013,10(9):1375-1383.
[54] 银成钺,杨雪.服务接触中的兼容性管理对顾客反应的影响研究[J].管理学报,2010,7(4):547-554.
[55] 银成钺等.基于关键事件技术的服务业顾客间互动行为研究[J].预测,2010,29(1):15-20.
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李志兰. 顾客间互动研究综述与展望[J]. 外国经济与管理, 2015, 37(12): 73–85.
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