移动互联环境下的服务场景、感官知觉及顾客反应——基于4家企业的案例分析

被引：8

作者：

于萍

机构：

[1] 天津财经大学商学院

来源：

财经论丛 | 2018年 / 05期

关键词：

移动互联环境; 场景技术力量; 服务场景; 感官知觉; 顾客反应;

D O I：

10.13762/j.cnki.cjlc.2018.05.007

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

移动互联环境下的服务场景战略为企业运营创造了新的机遇。通过对4家企业的案例分析,从服务场景维度、顾客感官知觉和行为意向等方面,探讨移动互联环境下的场景技术力量与服务场景构建对感官知觉及顾客反应的影响。研究发现,在移动互联环境下,服务场景的物理维度、社会维度、社会象征维度和自然维度的内涵得以延伸,借助场景技术力量,服务场景信息能够有效触发顾客的五种感官知觉,进而作用于顾客的心理和行为意向,使企业获得更优的市场绩效。

引用

页码：76 / 86

页数：11

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