聚焦前沿|刻板印象内容模型（SCM）在服务营销中的应用
聚 焦 前 沿
刻板印象专题论文
转发自对外经贸公众号UIBE全球营销
刻板印象内容模型（SCM）
在服务营销中的应用
01
努力vs天赋；刻板印象内容模型
Highlighting Effort Versus Talent in Service Employee Performance: Customer Attributions and Responses
Leung Fine F, Kim Sara, Tse Caleb H.[J]. Journal of Marketing,2020,84(3):106-121.
Abstract
Firms often attribute their service employees’ competent performance to either dedicated effort or natural talent. However, it is unclear how such practices affect customer evaluations of service employees and customer outcomes. Moreover, prior work has primarily examined attributions of one’s own performance, providing little insight on the impact of attributions of others’ performance. Drawing on research regarding the warmth–competence framework and performance attributions, the current research proposes and finds that consumers expect a more communal-oriented and less exchange-oriented relationship when a service employee’s competent performance is attributed to dedicated effort rather than natural talent, as effort (vs. talent) attribution leads consumers to perceive the employee as warmer. The authors further propose customer helping behaviors as downstream consequences of relationship expectations, finding that effort (vs. talent) attribution is more likely to induce customers’ word-of-mouth and idea provision behaviors. The findings enrich existing literature by identifying performance attributions as a managerially meaningful antecedent of relationship expectations and offer practical guidance on how marketers can influence consumers’ relationship expectations and helping behaviors.
摘要
公司通常将其服务员工的能力表现归因于刻苦努力或者天赋。然而，目前尚不清楚公司的这种做法如何影响客户对服务员工的评价和客户行为。再者，以往研究主要考察个人自己的表现归因，对他人表现归因有何影响知之甚少。本研究借鉴关于温暖—能力框架和绩效归因的研究，提出并发现，当服务员工的能力归因于刻苦努力而非天赋时，消费者期望更为亲和导向的关系，以及更少的交易导向关系，这是因为努力（相对于天赋）归因会使消费者认为员工更加温暖。作者进一步提出顾客帮助行为是这种关系期望的后续结果，发现努力（相对于天赋）归因更有可能带来顾客的正面口碑，也会使他们更愿意为企业提供想法。本研究结果将能力归因作为关系期望的一个前因，具有管理意义，丰富了现有文献，并为营销人员如何影响消费者的关系期望和他们的帮助行为提供了实践指导。
02
表情符号
Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters
Li X N, Chan K W, Kim S. [J]. Journal of Consumer Research,2019,45(5):973-987.
Abstract
Virtually no research has examined the role of emoticons in commercial relationships, and research outside the marketing domain reports mixed findings. This article aims to resolve these mixed findings by considering that emoticon senders are often simultaneously evaluated on two fundamental dimensions, warmth and competence, and the accessibility of one dimension over the other is critically contingent on salient relationship norms (communal vs. exchange norms) in customers’ minds due to individual and situational factors. Through laboratory and field experiments, the current research shows that customers perceive service employees who use emoticons as higher in warmth but lower in competence compared to those who do not (study 1). We further demonstrate that when a service employee uses emoticons, communal-oriented (exchange-oriented) customers are more likely to infer higher warmth (lower competence) and thus to be more (less) satisfied with the service (study 2). We also examine two practically important service situations that can make a certain type of relationship norm more salient: unsatisfactory services (study 3) and employees’ extra-role services (study 4). We speculate on possible mechanisms underlying these effects and discuss theoretical and practical implications along with opportunities for future research.
摘要
以往几乎没有研究考察表情符号在商业关系中的作用，而且营销领域以外的研究所得结果也不一致。本文旨在解决这个问题。具体而言，我们考虑人们在评估表情符号发送者时，往往同时从热情和能力两个基本维度来评估。一个维度相对于另一个维度的可及性在很大程度上取决于顾客头脑中凸显的关系规范（亲和或交换规范），而这种规范又是由于个人和情境因素造成的。通过实验室和现场实验，本研究表明，顾客认为使用表情符号的服务人员比不使用表情符号的服务人员更加温暖，但能力更低（研究1）。进一步，我们发现当服务人员使用表情符号时，以亲和为导向的顾客，相较于以交换为导向的顾客更有可能推断他们更加温暖，而交换导向的顾客则会推断他们能力更低。前者对服务更满意，后者对服务更不满意（研究2）。我们还考察了两种实际中非常重要的服务情境，服务不满意（研究3）和员工提供额外角色服务（研究4），它们可以使交换规范或亲和规范更加突出。我们推测出这些作用背后的可能影响机制，并讨论了理论和实践意义，以及未来研究方向。
03
服务机器人
To err is human(-oid):How do consumers react to robot service failure and recovery?
Choi S, Mattila A S, Bolton L E. [J]. Journal of Service Research,2020,doi.org/10.1177/1094670520978798.
Abstract
Robots are the next wave in service technology; however, this advanced technology is not perfect. This research examines how social perceptions regarding the warmth and competence of service robots influence consumer reactions to service failures and recovery efforts by robots. We argue that humanoid (vs. nonhumanoid) service robots are more strongly associated with warmth (whereas competence does not differ). This tendency to expect greater warmth from humanoid robots has important consequences for service firms: (i) consumers are more dissatisfied due to lack of warmth following a process failure caused by a humanoid (vs. nonhumanoid; Study 1); (ii) humanoids (but not nonhumanoids) can recover a service failure by themselves via sincere apology, restoring perceptions of warmth (Study 2A); (iii) humanoids (but not nonhumanoids) can also effectively provide explanations as a recovery tactic (Study 2B); and, importantly, (iv) human intervention can be used to mitigate dissatisfaction following inadequate recovery by a nonhumanoid robot (Study 3), supporting the notion of human-robot collaboration. Taken together, this research offers theoretical implications for robot anthropomorphism and practical implications for firms employing service robots.
摘要
机器人是服务技术的下一波浪潮，然而，这种先进的技术并不完美。本研究探讨了服务机器人温暖和能力的社会认知如何影响消费者对机器人服务失败和挽救努力的反应。我们认为，类人服务机器人与非类人服务机器人相比，让人感到更加温暖，但二者在能力方面没有差异。这种期待人形机器人带来更多温暖的倾向对服务企业产生了重要影响：（1）如果人形机器人在失败过程后让人感到缺乏温暖，消费者就会更加不满意（研究1）；（2）与非人形机器人相比，人形机器人可以通过真诚的道歉来挽救服务失败，恢复温暖感知（研究2A）；（3）与非人形机器人相比，人形机器人也可以提供解释，使解释成为一种有效的恢复策略（研究2B）；（4）更重要的是，人工干预可用于缓解非人形机器人服务挽救不足后人们的不满情绪（研究3），为人机协作的观点提供了支持。总体上，这项研究为机器人拟人化提供了理论启示，也为使用服务机器人的公司提供了实践启示。
04
非对称主导性
Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships
Güntürkün P, Haumann T, Mikolon S. [J]. Journal of Service Research,2020,23(4):476-503.
Abstract
Despite increasing interest in warmth and competence as fundamental dimensions in consumers’ evaluation of service providers, prior research remains ambiguous about which dimension is more important. The current study develops a nomological framework that clarifies this ambiguity and explains whether, when, and why warmth or competence takes precedence for different outcomes in customer-service provider relationships. Combined evidence from field and laboratory studies support the notion of an asymmetric dominance, which suggests that warmth is dominant in driving outcomes that capture relational aspects (e.g., customer-company identification), whereas competence is dominant in driving outcomes that capture transactional aspects of the customer-service provider relationship (e.g., share of wallet). The findings provide first insights into the underlying mechanisms that drive this asymmetric dominance by demonstrating that relational and capability concerns mediate this process. Moreover, the current investigation identifies novel moderators that offer managers help in identifying service contexts (people vs. object care) and customer segments (differing in process and outcome service goals) for which investing in warmth or competence is more promising. Overall, displaying competence is particular effective in driving customer attraction and current operating performance, whereas displaying warmth is better suited to establish strong emotional bonds and drive customer retention.
摘要
消费者通过温暖和能力两个基本维度来评价服务提供者，人们对这一认识的兴趣越来越浓厚。尽管如此，先前的研究仍然不明确哪个维度更加重要。本研究开发了一个法则框架，澄清了这种歧义，解释了在客户—服务提供者关系中，温暖或能力是否、何时以及为何带来不同的结果。来自现场和实验室研究的证据都支持非对称主导性，温暖主要带来关系方面的结果，如客户—公司认同，而能力主要带来交易方面的结果，如钱包份额。这些发现首次为驱动这种不对称支配地位的潜在机制提供了一些洞察，证明对关系和能力的关注是这一过程的中介。此外，本还发现了一些新的调节因素，这些调节因素为管理者提供了帮助，帮助他们识别不同的服务情境（服务于人或服务于物）和客户群体（他们注重于过程目标或结果目标），决定在温暖或能力哪一方面的投资效果更好。总的来说，展示能力在吸引客户和提升当前经营业绩方面特别有效，而展示温暖则更适合建立强大的情感纽带，提高客户保留度。
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图文编辑：李一鑫 审校：CMAU
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