顧客感激表達對一線員工主動服務行為的影響研究

[摘 要：隨著服務行業的迅速發展和顧客需求的日益多樣化，主動服務行為已成為當今面臨激烈競爭的服務型企業生存關鍵。文章基于自我決定理論與情緒即社會信息模型，運用問卷調查和情景實驗方法，探究顧客感激表達對一線員工主動服務行為的影響機制和邊界條件。結果表明：顧客感激表達正向影響員工主動服務行為；和諧式工作激情在顧客感激表達與主動服務行為之間起中介作用；員工調節焦點調節了顧客感激表達與和諧式工作激情之間的關系，即員工促進焦點高時，顧客感激表達與和諧式工作激情的正向關系越強，而員工防御焦點高時，顧客感激表達與和諧式工作激情的正向關系越弱。

關鍵詞：顧客感激表達；主動服務行為；和諧式工作激情；調節焦點

中圖分類號：F272.92；F274" " 文獻標識碼：A 文章編號：1007-5097（2023）07-0120-09 ]

Abstract：With the rapid development of the service industry and the increasing diversity of customer needs，proactive service behavior has become the key to the survival of service-oriented enterprises facing fierce competition today. This paper is based on the self-determination theory and the social information model of emotions，using questionnaire surveys and situational experiments to explore the impact mechanism and boundary conditions of customer gratitude expression on frontline employees′ proactive service behavior. The results indicate that customer gratitude expression positively affects employees′ proactive service behavior；harmonious work passion plays a mediating role between customer gratitude expression and proactive service behavior；the focus of employee regulation moderates the relationship between customer gratitude expression and harmonious work passion. When the focus of employee promotion is high，the positive relationship between customer gratitude expression and harmonious work passion is stronger，while when the focus of employee defense is high，the positive relationship between customer gratitude expression and harmonious work passion is weaker.

Key words：customer gratitude expression；proactive service behavior；harmonious work passion；regulatory focus

一、引 言

近年來，第三產業蓬勃發展，服務行業占我國GDP比重已突破50%，并且處于持續增勢階段［1］。在競爭愈發激烈的市場環境中，一線員工如何提高顧客滿意度，已經成為服務型企業亟待解決的關鍵問題［2］。面對顧客服務需求呈現多樣化、個性化的上升趨勢，一線員工傳統的被動反應式行為對提升顧客服務體驗的作用已受到限制，因此更需要員工跳出角色設定，做出主動服務行為［3］。主動服務行為是指一線員工自發、長遠取向和持久的角色外服務行為［4］。這種兼具“主動性”和“服務導向”雙重特性的員工行為能夠在無領導條件下主動突破角色約束，為顧客提供超預期的服務，不僅可以提高顧客滿意度和服務績效，也有助于組織獲得競爭優勢以實現持續發展的目標［1］。……