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顾客期望是服务营销学科关注的基础构念,是顾客满意和感知服务质量评价的参考标准,对顾客选择和顾客评价有重要影响。由于已有文献对顾客期望的基础研究关注不足,使得顾客期望在应用中存在诸多问题:关于顾客期望的操作化定义、变更与效应尚存在不一致的研究结论,并缺少相应的理论解释。通过文献梳理,系统分析期望构造性定义,操作化途径,形成与效应的文献,并集成已有结论与观点,得出顾客期望基础研究有待做出转变的三个突破点:基于属性视角、多维框架、突出认知心理机制。并据此构建顾客期望的多维结构,旨在分析期望应用差异的根源所在,澄清各种理论基础与实证依据,建立顾客期望的多维结构框架,为后续研究提供参考。
Customer expectation is the basic concept of service marketing discipline, and is the reference standard for customer satisfaction and perceived service quality evaluation. It has important influence on customer choice and customer evaluation. Due to the lack of attention to the basic research of customer expectations in the existing literature, customers are expected to have many problems in the application. There are still inconsistent findings on operationalized definitions, changes and effects of customer expectations, and lack of corresponding theoretical explanations. Through literature review, we systematically analyze the expectation of constructive definition, operationalization, formation and effect of literature, and integrate the existing conclusions and perspectives, and draw the three breakthrough points that the customer expectation of basic research needs to be changed: based on the attribute perspective, Framework, highlighting the cognitive psychological mechanism. Based on this, the multidimensional structure expected by customers is constructed to analyze the root causes of the expected application differences, clarify various theoretical and empirical evidences, establish the multi-dimensional structural framework of customer expectations, and provide reference for subsequent research.