服务企业互动导向的概念结构分析--基于互动仪式链的视角

摘要

在当下服务企业经营管理中，市场导向和关系营销导向已经不能为顾客创造独特的体验价值，强调在互动过程中交换符号资本和情感能量的互动导向应当成为企业的新的战略导向。以本土企业为样本，本文在市场导向和关系营销导向的基础上给出了互动导向的定义，并通过探索性因子分析和验证性因子分析确定了其三个维度的结构：互动意识，互动过程管理，互动能力。最后对服务企业实施互动导向提出了建议。%Nowadays,market orientation and relationship marketing orientation have not been able to create unique experi-ence value for customer in service firm management,while interaction orientation which stresses the exchange of symbol capital and emotional energy in interaction process should be the firms’new strategy orientation.Taking local firms as sam-ples,the current research redefines interaction orientation based on market orientation and relationship marketing orienta-tion,and confirms interaction awareness,interaction process management and interaction capacity as its three dimension structure by means of exploratory factor analysis and confirmatory factor analysis.Then we put forward recommendations to implement interaction orientation.