顾客参与是一把“双刃剑”——顾客参与影响价值创造的研究述评

摘要

Customer participation is very vital in service value creation process. Western marketing scholars have primarily investigated the definition and dimension of this concept, and its impact on service outcome. Especially, customer participation had been testified to have a variety of positive effects. However, customer participation in different situation would show its negative influence on value creation, which leads the effects of customer participation to be uncertain. Customer participation is indeed a double-edged sword, which would be more influenced by situational factors. In future studies, we should explore the effects of customer participation in different service contexts and discuss the boundaries of its effectiveness.%顾客参与对于价值创造至关重要。西方营销学者对顾客参与的概念维度，以及顾客参与带来的参与结果进行了初步探讨，尤其证实了顾客参与的各种积极效应。但是顾客参与在不同情境中也会表现出不利于价值创造的负面影响。从而导致顾客参与效果的不确定。本文指出顾客参与实际上是一把利弊并存的“双刃剑”，更多地受到情境化因素的影响，未来研究可以在不同的服务领域服务情境中深层次挖掘顾客参与的效用。