本文選題：顧客教育 + 關(guān)系規(guī)范��； 參考：《中國礦業(yè)大學(xué)(北京)》2017年博士論文

【摘要】：在商業(yè)銀行情境中,客戶教育是指,客戶感知到的銀行(或雇員)提供的有關(guān)金融產(chǎn)品知識(shí)、經(jīng)驗(yàn)和技巧的教育程度。從如火如荼的顧客教育或投資者教育實(shí)踐來看,顧客教育已經(jīng)成為商業(yè)銀行客戶價(jià)值讓渡、客戶滿意度和信任感提升的重要手段,能夠獲取具有競爭力的優(yōu)勢,從而使商業(yè)銀行有效的樹立差異化形象。顧客教育成為理論界和實(shí)踐界關(guān)注和研究的重點(diǎn)。這背后的原因包括三個(gè)方面。第一,金融服務(wù)產(chǎn)品概念較為復(fù)雜,通過顧客教育能夠有效降低消費(fèi)者的感知風(fēng)險(xiǎn)和消費(fèi)抵制。第二,通過顧客教育能夠有效提升消費(fèi)者在服務(wù)過程中的參與程度,從而提升服務(wù)質(zhì)量感知。第三,顧客教育是服務(wù)增值的部分,有助于構(gòu)建顧客-雇員情感聯(lián)結(jié),從而有助于商業(yè)銀行樹立差異化的競爭優(yōu)勢。因此,顧客教育成為理論界和實(shí)踐界關(guān)注和研究的重點(diǎn)。既有文獻(xiàn)探索了顧客教育的內(nèi)涵和定義、顧客教育實(shí)施的動(dòng)因、顧客教育過程、顧客教育主效應(yīng)和調(diào)節(jié)效應(yīng)等。但是,關(guān)于顧客教育對(duì)顧客滿意度的影響,以往的研究存在不一致的觀點(diǎn)和結(jié)論,即所謂的顧客教育悖論現(xiàn)象。一些學(xué)者認(rèn)為顧客教育的實(shí)施有助于提升消費(fèi)者的滿意度和忠誠感。原因包括如下幾個(gè)方面。第一,顧客教育能夠提升消費(fèi)者的產(chǎn)品知識(shí)素養(yǎng),從而降低針對(duì)復(fù)雜產(chǎn)品的感知風(fēng)險(xiǎn)。第二,顧客教育提升了顧客-雇員之間的溝通質(zhì)量和效率,提升了服務(wù)質(zhì)量感知。第三,顧客教育是企業(yè)的善意投資,有助于幫助消費(fèi)者釋放產(chǎn)品價(jià)值,提升易用性和可用性感知,提高產(chǎn)品使用效率。第四,顧客教育有助于強(qiáng)化顧客和雇員之間的情感聯(lián)結(jié),有助于提高消費(fèi)者的參與度,滿足個(gè)性化偏好和需求。但是,另外一些學(xué)者則持有不同的觀點(diǎn)。背后的理由包括如下。第一,顧客教育減少了消費(fèi)者的信息不對(duì)稱,使得消費(fèi)者學(xué)習(xí)和適應(yīng)替代服務(wù)者的能力增強(qiáng),降低了消費(fèi)者的轉(zhuǎn)換成本和轉(zhuǎn)換障礙感知。第二,顧客教育提升了消費(fèi)者的感知自我效能和進(jìn)行品牌轉(zhuǎn)換的信心。第三,隨著消費(fèi)者產(chǎn)品知識(shí)的增長,他們對(duì)服務(wù)期望會(huì)有所增加,對(duì)品牌獨(dú)特性的感知有所降低。第四,顧客教育提高了消費(fèi)者在服務(wù)過程中的參與程度,從而較容易增加服務(wù)過程中的顧客-雇員摩擦和角色沖突。通過文獻(xiàn)回溯,現(xiàn)有顧客教育文獻(xiàn)存在幾個(gè)方面的研究不足。第一,既有顧客教育的研究,除了少量的實(shí)證研究,很多文獻(xiàn)采用的是定性和思辨的研究范式,相關(guān)的實(shí)證研究較為匱乏。第二,顧客教育悖論出現(xiàn)的可能原因之一是,以往文獻(xiàn)的研究視角各有不同,缺少一個(gè)較為系統(tǒng)和完整的理論將以往的研究整合和歸納起來。第三,關(guān)于顧客教育和消費(fèi)者滿意度之間的調(diào)節(jié)變量和邊界條件,以往文獻(xiàn)沒有進(jìn)行深入的分析和研究。這也是導(dǎo)致悖論現(xiàn)象的潛在原因之一。第四,顧客教育和消費(fèi)者滿意度之間是否是簡單的“非正即負(fù)”關(guān)系,顧客教育是否是一把雙刃劍,顧客教育影響滿意度的內(nèi)在中介和傳導(dǎo)機(jī)制,以往文獻(xiàn)也沒有進(jìn)行深入的探討和研究�；诖�,論文嘗試通過顧客教育的調(diào)節(jié)效應(yīng)和中介效應(yīng)研究,對(duì)上述問題進(jìn)行深入研究和探討。本文的主要章節(jié)內(nèi)容具體安排如下:第1章,緒論。本章以選題的背景為出發(fā)點(diǎn),開始論述并分析了選題的意義,明確了論文的總體研究目標(biāo),確定了論文的總體研究框架與研究內(nèi)容,并提出了論文的研究方法與技術(shù)路線。第2章,文獻(xiàn)綜述與理論基礎(chǔ)研究。本章先對(duì)國內(nèi)外顧客教育及顧客教育悖論的研究文獻(xiàn)進(jìn)行綜述及評(píng)析,并在此的基礎(chǔ)上,重點(diǎn)對(duì)顧客教育(例如,顧客教育內(nèi)涵、動(dòng)因、主效應(yīng)研究、調(diào)節(jié)效應(yīng)研究、顧客教育悖論現(xiàn)象、相關(guān)測量等)、關(guān)系規(guī)范(例如,內(nèi)涵、關(guān)系規(guī)范類型、差異、相關(guān)研究和操縱檢驗(yàn)等)、服務(wù)類型(例如,服務(wù)類型、內(nèi)涵、前置要素研究、調(diào)節(jié)要素研究和變量測量等)、顧客適應(yīng)理論、MOA理論(例如,理論內(nèi)涵、前置要素研究、調(diào)節(jié)要素研究、影響要素研究和相關(guān)變量測量等)等進(jìn)行文獻(xiàn)的梳理,力求呈現(xiàn)一個(gè)較為詳細(xì)具體的文獻(xiàn)體系和架構(gòu)。本章的研究構(gòu)成了論文的理論基礎(chǔ)。第3章,商業(yè)銀行顧客教育研究分析。以商業(yè)銀行顧客教育現(xiàn)狀為出發(fā)點(diǎn),分析影響顧客教育效果的原因,以及顧客教育悖論現(xiàn)象出現(xiàn)的原因,為下一步進(jìn)行關(guān)鍵的調(diào)節(jié)效應(yīng)和內(nèi)在機(jī)制的研究做基礎(chǔ)。第4章,顧客教育悖論的調(diào)節(jié)效應(yīng)研究。探索和分析顧客教育悖論的調(diào)節(jié)效應(yīng)和邊界條件。針對(duì)顧客教育悖論現(xiàn)象,探索顧客教育影響消費(fèi)者滿意度的邊界調(diào)節(jié)變量,包括顧客雇員互動(dòng)要素和服務(wù)本身要素。進(jìn)行假設(shè)的演繹和推理(關(guān)系規(guī)范的調(diào)節(jié)效應(yīng)、服務(wù)類型的調(diào)節(jié)效應(yīng))。然后通過兩個(gè)實(shí)驗(yàn)研究,運(yùn)用方差分析的方法進(jìn)行假設(shè)檢驗(yàn),最后得出研究結(jié)論。第5章,顧客教育悖論的內(nèi)在機(jī)制研究。在上一章的基礎(chǔ)上,更進(jìn)一步的分析顧客教育悖論現(xiàn)象出現(xiàn)的另一方面原因,即研究顧客教育悖論的中介機(jī)制和效應(yīng)。以往文獻(xiàn)關(guān)于顧客教育悖論現(xiàn)象背后的矛盾機(jī)制沒有進(jìn)行深入的探究,基于顧客適應(yīng)和MOA理論,探討了顧客教育影響消費(fèi)者滿意度的內(nèi)在中介機(jī)制。具體內(nèi)容包括,研究框架和假設(shè)演繹(顧客教育和顧客適應(yīng)、顧客適應(yīng)和轉(zhuǎn)換MOA、顧客MOA和消費(fèi)者滿意度)、實(shí)驗(yàn)設(shè)計(jì)和數(shù)據(jù)分析(例如,樣本選擇、問卷設(shè)計(jì)和調(diào)研、結(jié)構(gòu)方程模型擬合等)、研究結(jié)果總結(jié)。第6章,結(jié)論與展望。主要針對(duì)論文的研究結(jié)論進(jìn)行整理(顧客教育悖論的調(diào)節(jié)效應(yīng)和中介效應(yīng)研究)并提出本文創(chuàng)新點(diǎn),論文的研究局限,并且對(duì)未來的研究方向進(jìn)行了展望。綜合看來,本文以顧客教育悖論為選題,運(yùn)用方差分析和結(jié)構(gòu)方程模型,分析和探索了顧客教育悖論影響消費(fèi)者滿意度的調(diào)節(jié)效應(yīng),以及內(nèi)在中介和傳導(dǎo)機(jī)制。結(jié)果顯示,顧客教育并非提升消費(fèi)者滿意度的靈丹妙藥,它同樣存在潛在的負(fù)面影響和效應(yīng)。商業(yè)銀行管理者有必要有效的改善和減低顧客教育的潛在負(fù)面影響從而贏得顧客的滿意和忠誠。其次,顧客教育對(duì)消費(fèi)者滿意度的影響并非是簡單直接的。顧客教育通過依次影響顧客適應(yīng)和MOA因素,最終對(duì)顧客滿意度產(chǎn)生影響。本文為管理者提升客戶滿意度提供了理論參考,以及可行的方法和手段,具有非常強(qiáng)的實(shí)踐指導(dǎo)意義。本研究還取得了相應(yīng)地創(chuàng)新性成果,從而豐富和完善了顧客教育現(xiàn)有的研究內(nèi)容和知識(shí)體系。
[Abstract]:In the context of commercial banks, customer education refers to the degree of knowledge, experience and skills of financial products provided by a bank (or employee) by a customer. From the full swing of customer education or investor education, customer education has become the value transfer of the commercial banks, the satisfaction of customers and the promotion of trust. In order to get the competitive advantage, the commercial banks can establish the difference image effectively. The customer education has become the focus of attention and research in the theoretical and practical circles. The reasons behind this include three aspects. First, the concept of financial service products is more complex, and the customer education can effectively reduce the perception of consumers through customer education. Risk and consumer boycott. Second, customer education can effectively enhance the participation of consumers in the service process and improve the quality of service perception. Third, customer education is a part of the value-added service, which helps to build customer employee emotional connection, thus helping commercial banks to establish differentiated competitive advantages. Therefore, customer education is taught. Education has become the focus of attention and research in the theoretical and practical circles. The literature explores the connotation and definition of customer education, the motivation of the implementation of customer education, the process of customer education, the main effect of customer education and the adjustment effect. However, there are different views and conclusions about the influence of customer education on customer satisfaction. The so-called customer education paradox. Some scholars believe that the implementation of customer education helps to improve the satisfaction and loyalty of consumers. The reasons include the following. First, customer education can improve the knowledge literacy of the consumer's products and reduce the perceived risk for complex products. Second, customer education has promoted customer employment. Third, customer education is a good faith investment in the enterprise, helps to help consumers release product value, improve usability and availability, and improve product use efficiency. Fourth, customer education helps to strengthen the emotional connection between customers and employees, and helps to improve the elimination of the relationship between customers and employees. However, other scholars hold different views. The reasons behind them include the following. First, customer education reduces the information asymmetry of consumers, increases the ability of consumers to learn and adapt to alternative service providers, and reduces the consumer's conversion costs and transformation barriers. Second, customer education improves consumers' perceived self-efficacy and confidence in brand conversion. Third, with the growth of consumer product knowledge, they will increase their expectations of service and reduce the perception of brand uniqueness. Fourth, customer education improves the participation of consumers in the service process, and thus is easier. Increase the customer employee friction and role conflict in the service process. Through the literature backtracking, there are several deficiencies in the existing customer education literature. First, the research of the existing customer education, in addition to a small number of empirical studies, many literature adopts the qualitative and speculative research paradigm, and the related empirical research is relatively scarce. Second, One of the possible reasons for the emergence of the paradox of the guest education is that there are different perspectives in the previous literature, and the lack of a more systematic and complete theory to integrate and summarize the previous studies. Third, there is no in-depth analysis and research in the previous literature on the adjustment variables and boundary items between customer education and consumer satisfaction. This is also one of the potential causes of paradoxes. Fourth, whether customer education and consumer satisfaction are a simple "non positive or negative" relationship, whether customer education is a double-edged sword, the internal intermediary and transmission mechanism of customer education to influence satisfaction, has not been deeply discussed and studied in the previous literature. In this paper, the main chapters of this paper are arranged as follows: the first chapter, introduction. This chapter begins with the background of the topic, begins to discuss and analyzes the significance of the topic, clarifies the overall research goal of the thesis, and determines the paper. The overall research framework and research content, and put forward the research method and technical route of the paper. The second chapter, literature review and theoretical foundation. This chapter first summarizes and evaluates the research literature on the paradox of customer education and customer education at home and abroad, and on the basis of this, focuses on customer Education (for example, the connotation, motivation, and principal of customer education). Effect studies, regulatory effect studies, customer education paradoxes, related measurements, etc., relationship norms (such as connotations, relationship norm types, differences, related research and manipulation tests, etc.), service types (such as service types, connotations, prefactors research, pitch factor research and variable measurement, etc.), customer Adaptation Theory, MOA theory (for example, theory) In the third chapter, the third chapter, the research and analysis of the commercial bank's customer education. The current situation of commercial bank customer education. For the starting point, this paper analyzes the reasons that influence the effect of customer education and the causes of the phenomenon of the customer education paradox, which is the basis for the next step in the study of the key regulatory effect and the internal mechanism. The fourth chapter, the research on the regulation effect of the customer education paradox, explores and analyzes the regulatory effect and boundary conditions of the customer education paradox. The phenomenon of paradox is to explore the boundary adjustment variables that affect customer satisfaction in customer education, including the interaction elements of customer employees and the elements of service itself. The deduction and reasoning of the hypothesis are performed (the regulation effect of the relationship norms, the regulation effect of the service type). Then, the hypothesis test is carried out by the method of variance analysis by two experimental studies. Finally, the fifth chapter, the internal mechanism of the customer education paradox. On the basis of the previous chapter, further analysis of the reasons for the emergence of the paradox of customer education, that is, to study the intermediary mechanism and effect of the paradox of customer education. In-depth exploration, based on customer adaptation and MOA theory, explores the internal intermediation mechanism that customer satisfaction is affected by customer education. The specific contents include the framework and hypothetical deduction (customer education and customer adaptation, customer adaptation and conversion MOA, customer MOA and consumer satisfaction), experimental design and data analysis (for example, sample selection, and question) Volume design and research, structural equation model fitting, etc., summary of the results of the research. Sixth chapters, conclusions and prospects. This paper mainly aims at the research conclusions of the thesis (the adjustment effect and the intermediary effect of the customer education paradox) and puts forward the innovation point, the research limitations of the thesis, and the future research direction. Comprehensive view, This paper, taking the customer education paradox as a topic, uses variance analysis and structural equation model to analyze and explore the moderating effect of customer education paradox on consumer satisfaction, as well as the internal intermediary and transmission mechanism. The results show that customer education is not a panacea for improving consumer satisfaction. It also has potential negative effects and negative effects. Effect. It is necessary for commercial bank managers to effectively improve and reduce the potential negative effects of customer education to win customer satisfaction and loyalty. Secondly, the impact of customer education on consumer satisfaction is not simple and direct. Customer education affects customer satisfaction and MOA factors in turn, and ultimately affects customer satisfaction. This paper provides a theoretical reference for the managers to improve customer satisfaction, as well as feasible methods and means, and has a very strong practical guiding significance. This study has also achieved some innovative results, thus enriching and improving the existing research content and knowledge system of customer education.

【學(xué)位授予單位】：中國礦業(yè)大學(xué)(北京)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.33

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