Servicescape, Sensory Perception and Customer Response in the Mobile Internet Environment——Based on Case Studies of 4 Enterprises

Abstract

Abstract: The strategies of servicescape in the mobile internet environment create new opportunities for enterprise operation. Based on case studies of 4 enterprises, this study explores the effects of the five contextual technology forces and the building of servicescape on sensory perception and customer response from the aspects of servicescape dimensions, customer's sensory perception and behavioral intention. The study finds that the physical dimension, social dimension, socially-symbolic dimension and natural dimension of servicescape can be extended in the mobile internet environment, and the information of servicescape can trigger customer's five senses effectively with the help of contextual technology forces, and then acts on customer's psychology and behavioral intention, enabling the enterprises to improve their market performance.

Key words: Mobile Internet Environment, Contextual Technology Forces, Servicescape, Sensory Perception, Customer Response

摘要： 移动互联环境下的服务场景战略为企业运营创造了新的机遇。通过对4家企业的案例分析,从服务场景维度、顾客感官知觉和行为意向等方面,探讨移动互联环境下的场景技术力量与服务场景构建对感官知觉及顾客反应的影响。研究发现,在移动互联环境下,服务场景的物理维度、社会维度、社会象征维度和自然维度的内涵得以延伸,借助场景技术力量,服务场景信息能够有效触发顾客的五种感官知觉,进而作用于顾客的心理和行为意向,使企业获得更优的市场绩效。

关键词: 移动互联环境, 场景技术力量, 服务场景, 感官知觉, 顾客反应

CLC Number:

F230

YU Ping. Servicescape, Sensory Perception and Customer Response in the Mobile Internet Environment——Based on Case Studies of 4 Enterprises[J]. , 2018, 34(5): 76-86.

于萍. 移动互联环境下的服务场景、感官知觉及顾客反应——基于4家企业的案例分析[J]. 财经论丛, 2018, 34(5): 76-86.

References

[1] [美]罗伯特·斯考伯,谢尔·伊斯雷尔著.即将到来的场景时代[M]. 赵乾坤,周宝曜译.北京:北京联合出版公司,2014.
[2] 彭兰.场景:移动时代媒体的新要素[J]. 新闻记者,2015,(3):20-27.
[3] 马宁.移动互联网络的场景构建与传播模式变迁[J]. 现代传播,2016,(6):138-142.
[4] Rosenbaum M.S., Massiah C. An Expanded Servicescape Perspective [J]. Journal of Service Management, 2011,22(4):471-490.
[5] 李慢,马钦海,赵晓煜.服务场景研究回顾与展望[J]. 外国经济与管理,2013,(4):62-70.
[6] 郜书锴.场景理论的内容框架与困境对策[J]. 新闻与传播研究,2015,(4):38-40.
[7] Pandit H.J., O'Riordan A. A Model for Contextual Data Sharing in Smartphone Applications [J]. International Journal of Pervasive Computing and Communications, 2016,12(3):310-331.
[8] 谭天.从渠道争夺到终端致胜,从受众场景到用户场景[J]. 新闻记者,2015,(4):15-20.
[9] Bitner M. J. Servicescapes: The Impact of Physical Surroundings on Customers and Employees [J]. Journal of Marketing, 1992,56(2):57-71.
[10] Rose S., Clark M., Samouel P., Hair N. Online Customer Experience in e-Retailing: An Empirical Model of Antecedents and Outcomes [J]. Journal of Retailing, 2012,88(2):308-322.
[11] 宋晓晴,赵杨.网络消费情境下品牌产品感官感知实证研究——基于具身认知视角[J]. 商业经济研究,2015,(20):74-76.
[12] Krishna A. An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment and Behavior [J]. Journal of Consumer Psychology, 2012,22(3):332-351.
[13] Hooper D., Coughlan J., Mullen M.R. The Servicescape as an Antecedent to Service Quality and Behavioral Intentions [J]. Journal of Service Marketing, 2013,27(4):271-280.
[14] Bertil Hulten, Niklas Broweus, Marcus van Dijk. Sensory Marketing [M]. London: Palgrave Macmillan, 2009.
[15] Krishna A. Customer Sense: How the 5 Senses Influence Buying Behavior [M]. New York: Palgrave Macmillan, 2013.
[16] 钟科,王海忠,杨晨.感官营销战略在服务失败中的运用:触觉体验缓解顾客抱怨的实证研究[J]. 中国工业经济, 2014,(1):114-126.
[17] 吴声.场景革命:重构人与商业的连接[M]. 北京:机械工业出版社,2015.
[18] [美]罗伯特·K.殷著.案例研究:设计与方法(第4版)[M]. 周海涛,李永贤,李虔译.重庆:重庆大学出版社,2010.
[19] Lindstrom M. Brand Sense: Sensory Secrets Behind the Stuff We Buy [M]. London: Kogan Page Ltd., 2010.
[20] Shamdasani P. N., Balakrishnan A. A. Determinants of Relationship Quality and Loyalty in Personalized Services [J]. Asia Pacific Journal of Management, 2000,17(3):399-422.
[21] Hoffman D L, Novak T P. Flow Online: Lessons Learned and Future Prospects [J]. Journal of Interactive Marketing, 2009,23(1):23-34.
[22] Antonides G., Verhoef P.C., Van A.M. Consumer Perception and Evaluation of Waiting Time: A Field Experiment [J]. Journal of Consumer Psychology, 2002,12(3):193-202.
[23] Kellaris J.J., Kent R.J. The Influence of Music on Consumers' Temporal Perceptions: Does Time Fly When You're Having Fun? [J]. Journal of Consumer Psychology, 1992,1(4): 365-376.
[24] Herz R.S. The Scent of Desire: Discovering Our Enigmatic Sense of Smell [M]. New York: Harper Collins, 2007.
[25] Aggleton J.P., Waskett L. The Ability of Odours to Serve as State-dependent Cues for Real-world Memories: Can Viking Smells Aid the Recall of Viking Experiences? [J]. British Journal of Psychology, 1999, 90(1):1-7.
[26] Simner J., Ward J. The Taste of Words on the Tip of the Tongue [J]. Nature, 2006, 23(11): 438-444.
[27] Klatzky R.L., Lederman S.J., Matula D.E. Haptic Exploration in the Presence of Vision [J]. Journal of Experimental Psychology: Human Perception and Performance, 1993, 19(4): 726-743.
[28] Peck J., Childers T.L. Individual Differences in Haptic Information Processing: The Need for Touch Scale [J]. Journal of Consumer Research, 2003, 30(3):430-42.
[29] [美]Herbert Stone, Rebecca N.Bleibaum & Heather A.Thomas著.感官评价实践(第四版)[M]. 毕金峰,吴昕烨,周沫译.北京:中国轻工业出版社,2016.7-18.