Weretecki Patrick, Greve Goetz, Henseler Jörg
Hamburg School of Business Administration, Hamburg, Germany.
Faculty of Engineering Technology, Chair of Product-Market Relations, University of Twente, Enschede, Netherlands.
Front Psychol. 2021 Jan 12;11:593390. doi: 10.3389/fpsyg.2020.593390. eCollection 2020.
Interactions in service ecosystems, as opposed to the service dyad, have recently gained much attention from research. However, it is still unclear how they influence a customer's experiential value and trigger desired prosocial behavior. The purpose of this study is to identify which elements of the multi-actor service ecosystem contribute to a customer's experiential value and to investigate its relation to a customer's interaction attitude and inter-customer helping behavior. The authors adopted a scale development procedure from the existing literature. Service, brand, retail and tourism management research as well as expert feedback is used to generate a pool of 33 items. Exploratory and confirmatory factor analysis (CFA) were conducted. The scale was validated based on more than 468 responses to a CASI at one of the world's largest trade shows. Scale-development procedure was followed by structural equation modeling. CFA supports that experiential value in multi-actor ecosystems comprises five dimensions. The functional value of personnel (professionalism), the perception of other customers' appearance (similarity), the perception of other customers' behavior (suitable behavior), multisensory stimuli (sensory appeal), and a customer's enjoyment (playfulness). Experiential value positively and directly relates to a customer's interaction attitude and inter-customer helping behavior. Furthermore, the effect of experiential value on inter-customer helping behavior is partially mediated by interaction attitude. Managers interested in getting more out of interactions with customers will develop an understanding for the interplay between the physical environment and individuals within a multi-actor ecosystem. Social scientists and managers can use the scale to assess experiential value, encourage a customer's interaction attitude and utilize the customers' influence on their peers. This paper synthesizes insights from existing research on experiential value, from various fields, in one scale. This holistic approach is the first to simultaneously account for a customer's interactions with the multisensory physical environment, personal interactions with employees and interactions between customers in a multi-actor service ecosystem.
与服务二元组不同，服务生态系统中的互动最近受到了研究界的广泛关注。然而，它们如何影响顾客的体验价值并引发期望的亲社会行为仍不明确。本研究的目的是确定多主体服务生态系统的哪些要素有助于顾客的体验价值，并调查其与顾客互动态度和顾客间帮助行为的关系。作者采用了现有文献中的量表开发程序。通过服务、品牌、零售和旅游管理研究以及专家反馈，生成了一个包含33个条目的题库。进行了探索性和验证性因素分析（CFA）。该量表基于对全球最大的贸易展之一的计算机辅助自我访谈（CASI）的468份以上回复进行了验证。在量表开发程序之后进行了结构方程建模。CFA支持多主体生态系统中的体验价值包括五个维度。人员的功能价值（专业性）、对其他顾客外表的感知（相似性）、对其他顾客行为的感知（适当行为）、多感官刺激（感官吸引力）以及顾客的享受（趣味性）。体验价值与顾客的互动态度和顾客间帮助行为呈正向直接关系。此外，体验价值对顾客间帮助行为的影响部分由互动态度介导。对从与顾客的互动中获得更多收益感兴趣的管理者，将理解多主体生态系统中物理环境与个体之间的相互作用。社会科学家和管理者可以使用该量表来评估体验价值、鼓励顾客的互动态度，并利用顾客对其同伴的影响。本文将来自不同领域的关于体验价值的现有研究见解整合在一个量表中。这种整体方法首次同时考虑了顾客在多主体服务生态系统中与多感官物理环境的互动、与员工的人际互动以及顾客之间的互动。
