暨南学报(哲学社会科学版)

作者：毛立静, 卫海英

单位：卫海英,暨南大学管理学院。

关键词：服务仪式,品牌体验,价值共创,会话价值,服务类型

基金：国家自然科学基金项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链理论为视角”(71772077)。

服务仪式作为规范性、表演性和文化性的互动形式之一,对加强品牌建设和客户关系管理具有理论和实践意义。一方面,消费者期望品牌不仅满足自身功能需求,更看重服务互动过程中如仪式化场景等带来的精神和情感的慰藉;另一方面,我国品牌的服务流程设计由传统的服务提供模式转向服务价值共创模式,服务仪式通过仪式场景互动可有效传递品牌理念。研究表明,服务仪式通过感官印记和会话价值的链式中介作用正向影响消费者的品牌体验。同时,服务类型和消费者角色发挥调节作用,也即当消费者作为参与者体验享乐型服务或消费者作为观察者体验功能型服务时,服务仪式正向影响品牌体验。研究拓展了仪式在营销领域的应用范围,为企业利用仪式要素进行服务设计提供了启示和建议。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家自然科学基金项目“服务仪式对品牌福祉的影响机制研究——以互动仪式链理论为视角”(71772077)。"],"article":{"keywordList_cn":["服务类型","服务仪式","会话价值","价值共创","品牌体验"],"juan":"44","zhaiyao_cn":"服务仪式作为规范性、表演性和文化性的互动形式之一,对加强品牌建设和客户关系管理具有理论和实践意义。一方面,消费者期望品牌不仅满足自身功能需求,更看重服务互动过程中如仪式化场景等带来的精神和情感的慰藉;另一方面,我国品牌的服务流程设计由传统的服务提供模式转向服务价值共创模式,服务仪式通过仪式场景互动可有效传递品牌理念。研究表明,服务仪式通过感官印记和会话价值的链式中介作用正向影响消费者的品牌体验。同时,服务类型和消费者角色发挥调节作用,也即当消费者作为参与者体验享乐型服务或消费者作为观察者体验功能型服务时,服务仪式正向影响品牌体验。研究拓展了仪式在营销领域的应用范围,为企业利用仪式要素进行服务设计提供了启示和建议。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=6596","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=6596","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2022/V44/I3/49","qi":"3","id":6596,"nian":2022,"bianHao":"2022-3-49","zuoZheEn_L":"MAO Lijing, WEI Haiying","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2022","shouCiFaBuRiQi":"2022-05-12","qiShiYe":"49","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2022/V44/I3","lanMu_cn":"品牌营销","pdfSize":"2681","zuoZhe_CN":"毛立静, 卫海英","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=6596","title_cn":"服务“礼”化:服务仪式对品牌体验的影响","jieShuYe":"62","keywordList_en":["brand experience","conversational value","service ritual","type of service","value co-creation"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=6596","zhaiyao_en":"As one of the normative, performance and cultural interactive forms, service rituals have theoretical and practical significance for strengthening brand building and customer relationship management. 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来源：2022年第3期

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