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在竞争激烈的市场环境中,关于顾客的知识给企业带来的竞争优势已经得到了广泛的认可。由于顾客知识的获取往往依赖于一线员工,因此本研究探讨一线员工顾客需求知识的影响因素。通过对广东和广西两省国际旅行社34家直营门店的235位员工及接受该员工服务的235位顾客进行问卷调查,采用多层次线性模型,发现一线员工顾客需求知识水平受到员工服务导向、顾客价值共创程度的正向影响;顾客价值共创程度部分中介服务导向对一线员工顾客需求知识的影响。此外,通过构建跨层次调节作用模型,本研究还发现互动导向正向调节顾客价值共创程度对一线员工顾客需求知识水平的积极影响。文章最后讨论了本研究的理论和管理启示。
In the highly competitive market environment, the competitive advantage that customers’ knowledge brings to the enterprise has been widely recognized. Since the acquisition of customer knowledge often depends on front-line staff, this study explores the influencing factors of front-line employee customer demand knowledge. Through the questionnaire survey of 235 employees in 34 direct sales stores of International Travel Service in Guangdong and Guangxi Provinces and 235 customers receiving the service, a multi-level linear model was used to find that the knowledge level of front-line employees’ customer needs was guided by the service of employees. The positive impact of the value of co-creation; the extent of customer value co-creation of some intermediary service-oriented front-line staff customer demand knowledge. In addition, by building cross-level adjustment model, this study also found that interactive guidance positively adjusted the positive impact of customer value creation on the knowledge level of front-line employees. Finally, the article discusses the theoretical and management implications of this study.