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文章运用关键事件法和扎根理论,探讨了在面对顾客不当行为时,同属顾客采取的反应模式及其影响因素。研究者通过深度访谈,收集了232个包含同属顾客反应模式的顾客不当行为事件。首先运用关键事件法对各事件中同属顾客的反应模式进行归类分析,在此基础上,采用扎根理论进一步挖掘各反应模式的影响因素和作用机制。研究表明,同属顾客的反应模式包括助纣为虐、随波逐流、袖手旁观、见义勇为和舍己助人5大类别;各反应模式在应用频次、行为动机、行为表现,以及给不同参与主体带来影响等方面都存在较大程度的差异;不良顾客、中心顾客、其他同属顾客、一线员工和企业等五方参与主体的相关特征信息,经由互动效果评估和互动责任判断两个中介变量,形成同属顾客反应模式选择的两条影响路径。本研究以同属顾客应对策略的视角切入,不仅拓展了顾客不当行为的理论研究,而且为企业进行顾客不当行为管理和一线员工培训提供了管理上的借鉴。
The article uses the key event method and grounded theory to discuss the response mode and the influencing factors of the same customer in the face of customer misconduct. Through in-depth interviews, the researchers collected 232 customer misconduct cases involving the same customer response model. Firstly, the key event method is used to classify and analyze the reaction patterns of the same customers in each event. Based on this, the grounded theory is used to further explore the influencing factors and mechanism of each reaction mode. The research shows that the response patterns of the same customers include five categories: help-abuse-abuse, drift-driven, stand-alone, courageous and self-serving help. There are many response patterns in terms of frequency of application, behavioral motivation, behavioral performance and impact on different participants The difference between the two types of intermediary variables, such as customer dissatisfaction, center customer, other customers, front-line employees and enterprises, through the interaction effect evaluation and interactive responsibility judgment, Affect the path. The research, which is based on the coping strategies of both customers, not only expands the theoretical research on customer misconduct, but also provides a management reference for enterprises to conduct customer misconduct management and front-line staff training.