管理学报
管理學報
관이학보
Chinese JOurnal of Management
2013年
1期
110~116
,共null页
映像理论 顾客心理契约 服务商责任 决策机理
映像理論 顧客心理契約 服務商責任 決策機理
영상이론 고객심리계약 복무상책임 결책궤리
image theory; customer psychological contract; business responsibility; decision-making mechanism
基于映像理论，从顾客视角分析关系建立期顾客内心对商家“责任”认知的阶段特性、认知映像依据、认知抉择准则等。在此基础上，提出了顾客对于商家“责任”认知过程的模型及假设；以民航服务为背景进行实证验证，发现顾客心理对于商家“责任”存在非补偿和补偿2类要素。最后，讨论了研究结果及管理启示，为商家适时有效地传递承诺及实施营销提出建议。
基于映像理論，從顧客視角分析關繫建立期顧客內心對商傢“責任”認知的階段特性、認知映像依據、認知抉擇準則等。在此基礎上，提齣瞭顧客對于商傢“責任”認知過程的模型及假設；以民航服務為揹景進行實證驗證，髮現顧客心理對于商傢“責任”存在非補償和補償2類要素。最後，討論瞭研究結果及管理啟示，為商傢適時有效地傳遞承諾及實施營銷提齣建議。
기우영상이론，종고객시각분석관계건립기고객내심대상가“책임”인지적계단특성、인지영상의거、인지결택준칙등。재차기출상，제출료고객대우상가“책임”인지과정적모형급가설；이민항복무위배경진행실증험증，발현고객심리대우상가“책임”존재비보상화보상2류요소。최후，토론료연구결과급관리계시，위상가괄시유효지전체승낙급실시영소제출건의。
With image theory, from the individual perspective, the paper analyzes customers＇ cog nitive process on business responsibility and cognitive changes in image characteristics during the rela tionship building period. Then business responsibility forming model is built and assumptions are pro posed. Taking airline service as the experimental background, the study proves the assumptions and then discovers two sets of elements impacting on customer＇s cognition of business responsibility. The results are discussed and managerial implications helped businesses to make commitment timely and develop relevant marketing strategies effectively.
