客户参与度、依赖度和忠诚度：中国客户多点触控服务体验的实证研究

Customer loyalty has been a long-standing focus for researchers given its crucial significance and integral role in the success of service encounters (Balaji, 2015; Envelope et al., 2021; Hollebeek et al., 2023a, Hollebeek et al., 2023b). To gain a better understanding of customer loyalty, scholars have analyzed influential factors such as marketing strategy, service-dominant logic, and customer and service provider relationships (Vargo and Lusch, 2004; Vargo and Lusch, 2016; Khan et al., 2022). However, in the rapidly evolving digital economy, customer needs and preferences are changing at an unprecedented pace, driven by technological advancements (Hollebeek et al., 2021a, Hollebeek et al., 2021b; Rosenbaum et al., 2022). The rise of digital technologies, such as smartphone apps, intelligent agents, self-serving technologies, and the Internet of Things, has transformed the customer-provider relationship from a dyadic interaction pattern to a network-based interaction model involving multiple actors (Luangrath et al., 2022; Zhang and Chang, 2021; Hollebeek et al., 2022a, Hollebeek et al., 2022b). This new multi-actor service encounter is consistent with the concept of the “service encounter 2.0” (Larivière et al., 2017), which aims to redefine the role of the service employee as an “enabler, innovator, coordinator, and differentiator.” Thus, the roles of the different participants in a many-to-many service process are interdependent, resulting in complex service contexts. To address this complexity, this study examined the factors that contribute to customer loyalty in multi-actor service encounters, including customer-employee, customer-technology, and customer-physical environment interactions. By doing so, we hope to provide insights that can help service providers manage these interactions effectively and enhance customer loyalty.
客户忠诚度长期以来一直是研究人员关注的焦点，因为它在服务接触的成功中具有至关重要的意义和不可或缺的作用（Balaji，2015；Envelope 等人，2021；Hollebeek 等人，2023a；Hollebeek 等人，2023b） 。为了更好地理解客户忠诚度，学者们分析了营销策略、服务主导逻辑、客户与服务提供商关系等影响因素（Vargo and Lusch，2004；Vargo and Lusch，2016；Khan et al.，2022） 。然而，在快速发展的数字经济中，在技术进步的推动下，客户需求和偏好正在以前所未有的速度发生变化（Hollebeek 等，2021a；Hollebeek 等，2021b；Rosenbaum 等，2022）。智能手机应用程序、智能代理、自助技术和物联网等数字技术的兴起，已将客户与提供商的关系从二元交互模式转变为涉及多个参与者的基于网络的交互模式（Luangrath 等）等人，2022；Zhang 和 Chang，2021；Hollebeek 等人，2022a；Hollebeek 等人，2022b）。这种新的多主体服务遭遇与“服务遭遇2.0”的概念一致（Larivière et al., 2017），旨在将服务员工的角色重新定义为“推动者、创新者、协调者和差异化者”。 ”因此，多对多服务流程中不同参与者的角色是相互依赖的，从而导致复杂的服务上下文。为了解决这种复杂性，本研究研究了多参与者服务体验中有助于提高客户忠诚度的因素，包括客户与员工、客户与技术以及客户与物理环境的交互。 通过这样做，我们希望提供能够帮助服务提供商有效管理这些交互并提高客户忠诚度的见解。

Current service encounters extend beyond dyadic service interactions (Alexander et al., 2018), yet research on the broader context in which individuals operate and interact remains largely overlooked. Recent studies have called for further investigation of customer engagement in service ecosystems from a broader scope, incorporating networked actors and multiple recurring dyadic, triadic, and other interactions (e.g., Tuguinay et al., 2022; Habib et al., 2022; Saura et al., 2021; Storbacka et al., 2016). The rise of the service economy has led to the emergence of service ecosystems, in which customer loyalty is retained through network-based interactions with multiple actors (Barbosa et al., 2022; Hollebeek et al., 2021a, Hollebeek et al., 2021b). Service providers such as Apple in the United States and Xiaomi in China have utilized firm-specific resources to build their service ecosystems. According to the resource-based view (Barney, 1991), business firms can use scarce and valuable resources to build sustainable competitive advantages, which, in turn, promote customers’ perceptions of dependence and influence their subsequent consumption behaviors. From the service ecosystem perspective, a better understanding of the role of multi-actor customer-provider interactions in customer dependence is required to determine how service providers can benefit from customer consumption behaviors, ultimately contributing to customer loyalty.
当前的服务遭遇超出了二元服务交互的范畴（Alexander et al., 2018），但对个人操作和交互的更广泛背景的研究仍然在很大程度上被忽视。最近的研究呼吁从更广泛的范围进一步调查客户在服务生态系统中的参与度，纳入网络参与者和多重重复的二元、三元和其他交互（例如，Tuguinay 等人，2022 年；Habib 等人，2022 年；Saura 等人）等人，2021 年；Storbacka 等人，2016 年）。服务经济的兴起导致了服务生态系统的出现，其中通过与多个参与者基于网络的交互来保持客户忠诚度（Barbosa 等人，2022；Hollebeek 等人，2021a；Hollebeek 等人，2021b） ）。美国苹果、中国小米等服务提供商利用企业特有资源构建服务生态系统。根据资源基础观（Barney，1991），企业可以利用稀缺而宝贵的资源来建立可持续的竞争优势，进而促进顾客的依赖感并影响其后续的消费行为。从服务生态系统的角度来看，需要更好地理解多参与者的客户-提供商交互在客户依赖中的作用，以确定服务提供商如何从客户消费行为中受益，最终有助于客户忠诚度。

Therefore, the current study aims to explore how multi-actor customer-provider interactions may contribute to customer loyalty, subject to customer-perceived dependence. Drawing on motivation theory, we examine how such interactions in multi-actor service encounters influence customer-perceived dependence, which we consider a precursor to customer behavioral intentions that generate loyalty. Rather than viewing customer loyalty as an independent behavioral or emotional inclination, we use dependence as a good indicator of customer loyalty. Through structural equation modelling (SEM) analysis of survey data from 410 commercial bank customers in China, our empirical findings indicate that customer-provider interactions result in two distinct forms of dependence, relationship-value driven dependence and switching-cost motivated dependence, leading to an asymmetrical effect on customer loyalty.
因此，当前的研究旨在探讨多参与者的客户-提供商互动如何在客户感知依赖的情况下有助于提高客户忠诚度。借鉴动机理论，我们研究了多参与者服务遭遇中的此类交互如何影响客户感知的依赖，我们认为这是产生忠诚度的客户行为意图的先兆。我们没有将客户忠诚度视为一种独立的行为或情感倾向，而是使用依赖性作为客户忠诚度的良好指标。通过对中国 410 家商业银行客户的调查数据进行结构方程模型 (SEM) 分析，我们的实证结果表明，客户与提供商的互动会导致两种不同形式的依赖：关系价值驱动的依赖和转换成本驱动的依赖，从而导致对客户忠诚度的不对称影响。

This study makes several contributions. First, while dependence has been extensively studied in inter-organizational and interpersonal contexts, it has received limited attention in the personal-firm setting (Scheer et al., 2015). Given the increasing prominence of dependence in the B2C service context, it is essential to investigate whether and how customer-perceived dependence based on various forms of service interaction is related to customer loyalty. To address this research gap, we developed a theoretical model based on motivation theory that integrates customer-perceived dependence. More importantly, we distinguish between the two internal dimensions of the dependence structure: relationship-value driven dependence and switching-cost motivated dependence. We investigate the potentially contrasting effects of these two types of dependence on customer loyalty in multiple interaction contexts (Scheer et al., 2015; Wang et al., 2017).
这项研究做出了多项贡献。首先，虽然依赖性在组织间和人际环境中得到了广泛的研究，但它在个人-公司环境中受到的关注有限（Scheer 等，2015）。鉴于 B2C 服务环境中的依赖性日益突出，有必要研究基于各种形式的服务交互的客户感知依赖性是否以及如何与客户忠诚度相关。为了解决这一研究空白，我们开发了一个基于动机理论的理论模型，该模型集成了客户感知的依赖。更重要的是，我们区分了依赖结构的两个内部维度：关系价值驱动的依赖和转换成本驱动的依赖。我们研究了在多种交互环境中这两种类型对客户忠诚度的依赖的潜在对比影响（Scheer 等人，2015 年；Wang 等人，2017 年）。

Second, few scholars have discussed service interactions in terms of engagement nature between customers and service providers from a holistic perspective. Previous studies have predominantly examined customer loyalty in service contexts at the micro level and have indicated a positive influence of the dyadic interaction between customers and specific focal objects (such as brands and employees). This study examined customer interaction through a broader scope in multiple dimensions as well as its diverging effects across different dependence mechanisms that influence customer loyalty. Beyond dyadic interaction, this study investigates the many-to-many relationship in customer-provider interactions and examines its potential influence on customer loyalty. Such a holistic analysis deepens our understanding of customer engagement in multi-actor service contexts and enriches customer loyalty literature.
其次，很少有学者从整体角度讨论客户和服务提供商之间的参与性质的服务交互。先前的研究主要在微观层面考察服务环境中的客户忠诚度，并表明客户与特定焦点对象（例如品牌和员工）之间的二元互动具有积极影响。这项研究通过多个维度更广泛的范围考察了客户互动，以及影响客户忠诚度的不同依赖机制的不同影响。除了二元交互之外，本研究还调查了客户与提供商交互中的多对多关系，并探讨了其对客户忠诚度的潜在影响。这种整体分析加深了我们对多参与者服务环境中客户参与的理解，并丰富了客户忠诚度文献。

Finally, this study contributes to the literature by examining how the interaction between a focal customer and other customers can significantly affect their dependence on a service provider. By providing empirical evidence, we extend the theoretical framework to include mediating and moderating conditions that govern customer loyalty through multi-actor interactions in service encounters. Based on the analysis of survey data from commercial bank customers in China, we provide new insight for service providers in emerging markets.
最后，本研究通过研究焦点客户和其他客户之间的互动如何显着影响他们对服务提供商的依赖，为文献做出了贡献。通过提供经验证据，我们扩展了理论框架，包括通过服务遭遇中的多参与者互动来调节和调节客户忠诚度的条件。基于对中国商业银行客户调查数据的分析，我们为新兴市场的服务提供商提供新的见解。