在服务研究中使用内隐测量法:为什么、如何、何时以及今后的方向是什么?

IF 3.8 4区 管理学 Q2 BUSINESS
Nanouk Verhulst, Hendrik Slabbinck, Kim Willems, Malaika Brengman
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引用次数: 0

摘要

目的迄今为止,据作者所知,内隐测量法在服务研究领域的使用还很有限。本文旨在介绍内隐测量,并解释为什么或为了什么目的值得考虑内隐测量;如何使用这些测量;以及何时何地内隐测量值得服务研究人员考虑。为了了解内隐测量如何有利于服务研究,本文讨论了三种有前途的内隐测量,即内隐关联测试、情感错误归因程序和命题评价范式。更具体地说,本文深入探讨了内隐测量如何支持服务研究,重点关注三个焦点服务主题,即技术、情感过程(包括客户体验)和服务员工。原创性/价值本文介绍了何时以及为何要考虑在服务研究中整合内隐测量法,并提供了如何开始研究的路线图。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The use of implicit measures in service research: Why, how, when and what is the way forward?

Purpose

To date, to the best of the authors’ knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher’s consideration.

Design/methodology/approach

To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees.

Findings

This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological “need-to-knows” for assessing others’ work with implicit measures and/or for starting your own use of them.

Originality/value

This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.

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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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