服务交互中顾客价值共创行为的管理策略研究——人力资源管理的视角

项目名称： 服务交互中顾客价值共创行为的管理策略研究——人力资源管理的视角

项目编号： No.71472035

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 赵晓煜

作者单位： 东北大学

项目金额： 59万元

中文摘要： 服务具有生产和消费的同时性，顾客的参与和贡献对创造服务价值具有至关重要的作用。本项目站在服务企业和服务管理者的视角，将顾客视为兼职员工和价值共创者，纳入企业的人力资源管理体系中。借鉴企业人力资源管理核心职能的划分方法，从顾客价值共创行为分析、合作顾客的识别与优选、顾客社会化与顾客教育、顾客动机分析与激励、顾客支持与关系维系等几个方面探讨服务交互中顾客价值共创行为的管理策略。本项目将致力于建立顾客价值共创行为系统化、逻辑化的研究框架和管理体系，深入研究各种管理策略对顾客价值共创行为的作用机制和作用效果，深化对此类问题的理论认识；同时，针对典型服务行业的具体特点和发展趋势（如社会化媒体在服务价值共创中的广泛应用），进一步将理论成果情景化、具体化，形成可以用于指导实践的管理策略和管理方案，为顾客价值共创行为的管理实践提供启示和借鉴。

中文关键词： 服务交互；价值共创；顾客参与；管理策略；人力资源管理

英文摘要： Service is produced and consumed simultaneously, customers' participation and contribution are very important for creating service value. From the viewpoint of service firms and service managers, customers can be looked as partial employees and value co-creators and should be treated as service firms' human resource. Borrowing ideas from the division method of core function of human resource management, we will research strategies for managing customers' value co-creation behaviors, which includes analysis of customers' value co-creation behaviors, identifying and recruiting of appropriate customers, customer socialization and customer education, analysis of customers' participation motivation and designing incentive mechanism, supporting customers and building relationship with them. Through the above researches, a systematic and logical research framework will be established, the mechanism and effect of different managerial strategy on the customers' value co-creation behaviors will be researched deeply, and theoretical cognition of the problem will be deepened. Furthermore, considering the specific characteristics of typical service industries and new application background (such as widely use of social media in the process of value co-creation), the theoretical results are transformed into concrete managerial schemes and tactics, which can provide enlightenment for practices of managing customers' value co-creation behaviors.

英文关键词： Service Inteaction;Value Co-creation;Customer Participation;Managerial Strategy;Human Resource Management