LEVERAGING THE EFFECTIVENESS OF KNOWLEDGE-INTENSIVE SERVICES: THE ROLES OF CUSTOMERS AND SERVICE PROVIDERS

ABSTRACT This study develops a theoretical model that relates customer participation in knowledge-intensive services (KIS), the actions of service providers to encourage customer engagement and the effectiveness of services. Five hypotheses were tested using structural equations, and data were collected by surveying a sample of 106 users of physical therapy, personal training, Pilates and global postural reeducation services. The results show that educating customers is not enough; service providers need to empathize and create an emotional bond with them. Additionally, customer education and emotional empathy have different effects on customer feedback and the extent to which customers follow instructions. This study contributes to the literature by promoting a holistic view of the factors that influence customer participation and its effectiveness in KIS.

摘要 本研究构建了一项理论模型，用以关联知识密集型服务（Knowledge-intensive Services, KIS）中的顾客参与行为、服务提供商鼓励顾客参与的相关举措，以及服务效能三者间的内在联系。本研究采用结构方程模型对五项研究假设进行了检验，并通过调研106名物理治疗、私人健身、普拉提及整体姿势再教育服务的用户样本完成数据采集。研究结果显示，仅对顾客开展教育活动仍有不足；服务提供商还需与顾客建立共情，营造情感纽带。此外，顾客教育与情感共情对顾客反馈及顾客遵从服务指导的程度存在差异化影响效应。本研究推动学界形成对知识密集型服务中影响顾客参与及其效能的各类因素的整体性认知，从而为该领域的相关研究文献贡献了新的学术视角。