顾客间互动对服务品牌象征价值的影响机制研究

Symbolic value is consumer’s psychological benefit endowed by brands. With the increasing in service quality homogeneity and consumer demand complication，it is an important way to strengthen symbolic value of service brand for enhancing competitiveness. Based on symbolic interaction theory, symbolic value is formed and developed in the interaction, among which Customers to Customer Interaction (CCI) is very important but ignored by existing research. Therefore, this project will explore the impact mechanism of CCI on service symbolic value. Firstly, on the basis of the literature review, we will build and adjust the mechanism model of the effect of CCI on symbolic value with the methods of interviews and Critical Incident Technique. Secondly, we will explore the relationships between customer in-role interaction behaviors and symbolic value, and the relationships between extra-role interaction behaviors and symbolic value respectively, based on Fundamental Interpersonal Relations Orientation (FIRO), revealing the formation mechanism of customer symbolic consumption in the field of servicescape. Thirdly, we will discuss the moderation effect of related factors on the relationships mentioned above from the perspective of cultural, branding and customer attributes factors. Fourthly, laboratory experiments, field experiments and market research will be used to test the theoretical model. Finally, we will develop cases with the method of structured-pragmatic-situational case study in order to provide theory tools and recommendations for service enterprises stimulating consumer symbolic consumption.

象征价值是品牌赋予消费者的心理收益。在服务日益同质化和消费需求复杂化的背景下，强化服务品牌的象征价值成为企业提高竞争能力的重要途径。基于象征互动论，象征价值在互动中形成和发展，而顾客间互动则是现有互动研究中重要而尚未得到足够重视的互动行为。因此本项目将探讨顾客间互动行为对于服务品牌象征价值的影响机制。第一，在文献回顾的基础上，综合运用访谈法和关键事件法，构建并修正顾客间互动与服务品牌象征价值的作用机制模型。第二，基于人际关系的三维需求理论，深入探讨顾客角色内外互动行为与象征价值之间的心理机制，揭示服务现场中顾客象征消费的形成机制。第三，从文化、品牌和顾客层面，探讨相关要素对于服务品牌象征价值的调节效应。第四，本研究运用实验室实验、自然实验和市场调研法，对理论模型进行验证。最后，运用案例分析法开发管理实践案例，为服务企业激发顾客象征消费行为提供相应的理论依据。

象征价值是品牌赋予消费者的心理收益。在服务日益同质化和消费需求复杂化的背景下，强化服务品牌的象征价值成为企业提高竞争能力的重要途径。本研究在文献梳理和前期调研的基础上，围绕顾客间互动过程中的心理机制和象征价值感知这一现象展开探索。通过对已有相关研究进行定性归纳，以及对消费者焦点访谈和深度访谈，本研究探索性地针对线下顾客互动行为以及由此产生的心理性结果进行分析和验证，利用调查研究和分析进一步明确了顾客间互动的相关机制。研究内容主要包括如下几个方面：通过文献回顾对顾客间互动的构成要素和服务品牌象征价值进行了归纳分析；采用深度访谈对顾客间互动的影响作用进行了分析，得出顾客通过互动获得象征价值的一些较为基础的研究结论，为后续进一步拓展研究领域和思路奠定了基础；采用实验等方法对品牌因素、顾客因素和文化因素的调节效应进行了进行了拓展性地研究。项目开展至今共出版一部专著，发表7篇科研论文（包括2篇国内CSSCI权威期刊论文，3篇ISTP检索论文，2篇一般期刊论文）。