摘要
创始人特质通过引领服务质量的持续提升与创新,成为企业在差异化竞争中实现突围的核心驱动力。研究以许昌市胖东来商贸集团有限公司(下文简称“胖东来”)为研究对象,运用扎根理论研究方法,系统探究了创始人特质如何在品牌构建过程中推动服务质量从“买卖交易”到“情感交付”的升级路径。研究指出,胖东来的服务质量跃迁历经品牌初创阶段、品牌成长阶段和品牌长青阶段。在品牌初创阶段,创始人以“诚信经营”为基础,通过品牌认知建立,实现了企业顾客感知能力的提升;在品牌成长阶段,创始人以“利他经营”理念驱动服务模式革新,通过标准化管理、供应链协同与员工赋能,提升品牌价值,实现了企业顾客洞察能力的提升;在品牌长青阶段,创始人以“用爱经营”深化企业社会责任,通过巩固品牌忠诚度,完成企业顾客共生能力的强化,推动了胖东来服务质量的跃迁。创始人特质贯穿企业全生命周期,通过品牌构建,系统性推动服务质量从“交易性交付”向“情感化共生”跃迁。研究为零售企业突破同质化竞争、实现服务质量跃迁提供了科学决策依据。
The founder’s traits become the core driving force for enterprises to break through in differentiated competition by leading the continuous improvement and innovation of service quality.This article takes Xuchang Pangdonglai Trading Group Co.,Ltd.(hereinafter referred to as“Pangdonglai”)as the research object,and uses the grounded theory research method to systematically explore how founder traits promote the upgrade path of service quality from“buying and selling transactions”to“emotional delivery”in the brand building process.Research has shown that the service quality transition of Pangdonglai has gone through the stages of brand establishment,brand growth,and brand longevity.In the initial stage of brand establishment,the founder based on“integrity management”and established brand awareness to enhance the company’s customer perception ability;In the stage of brand growth,the founder drives service model innovation with the concept of“altruistic management”,enhances brand value through standardized management,supply chain collaboration,and employee empowerment,and achieves the improvement of enterprise customer insight ability;In the stage of brand longevity,the founder deepened corporate social responsibility with“love management”,consolidated brand loyalty,strengthened the symbiotic ability of enterprise customers,and promoted the leap in service quality of Pangdonglai.The founder’s traits run through the entire life cycle of the enterprise,and through brand building,systematically promote the transition of service quality from“transactional delivery”to“emotional symbiosis”.This article provides a scientific decision-making basis for retail enterprises to break through homogeneous competition and achieve a leap in service quality.
作者
宋跃刚
李卓妍
Song Yuegang;Li Zhuoyan(School of Business, Henan Normal University)
出处
《宏观质量研究》
2025年第5期102-115,共14页
Journal of Macro-quality Research
基金
国家社科基金一般项目“新质生产力驱动制造业全球价值链系统韧性提升的机制与路径研究”(24BJY103)
国家社科基金重大项目“城乡融合与新发展格局战略联动的内在机理与实现路径研究”(21&ZD084)的资助。
关键词
服务质量
创始人特质
品牌构建
胖东来
扎根理论
service quality
founder traits
brand building
pangdonglai
grounded theory
作者简介
宋跃刚,河南师范大学商学院,电子邮箱:sygang112@163.com;李卓妍,河南师范大学商学院,电子邮箱:15837375546@163.com。
