摘要
移动互联环境下的服务场景战略为企业运营创造了新的机遇。通过对4家企业的案例分析,从服务场景维度、顾客感官知觉和行为意向等方面,探讨移动互联环境下的场景技术力量与服务场景构建对感官知觉及顾客反应的影响。研究发现,在移动互联环境下,服务场景的物理维度、社会维度、社会象征维度和自然维度的内涵得以延伸,借助场景技术力量,服务场景信息能够有效触发顾客的五种感官知觉,进而作用于顾客的心理和行为意向,使企业获得更优的市场绩效。
The strategies of servicescape in the mobile internet environment create new opportunities for enterprise operation.Based on case studies of 4 enterprises,this study explores the effects of the five contextual technology forces and the building of servicescape on sensory perception and customer response from the aspects of servicescape dimensions,customer s sensory perception and behavioral intention.The study finds that the physical dimension,social dimension,socially-symbolic dimension and natural dimension of servicescape can be extended in the mobile internet environment,and the information of servicescape can trigger customer s five senses effectively with the help of contextual technology forces,and then acts on customer s psychology and behavioral intention,enabling the enterprises to improve their market performance.
作者
于萍
YU Ping(Business School,Tianjin University of Finance and Economics,Tianjin 300222,China)
出处
《财经论丛》
CSSCI
北大核心
2018年第5期76-86,共11页
Collected Essays on Finance and Economics
基金
天津市哲学社会科学研究规划项目(TJGL16-005Q)
关键词
移动互联环境
场景技术力量
服务场景
感官知觉
顾客反应
Mobile Internet Environment
Contextual Technology Forces
Servicescape
Sensory Perception
Customer Response
作者简介
于萍(1981-),女,天津市人,天津财经大学商学院讲师,博士。
