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 本研究构建了一套理论模型，用以关联知识密集型服务（knowledge-intensive services, KIS）中的顾客参与、服务提供商为促进顾客参与所采取的举措，以及服务效能三者间的内在联系。本研究采用结构方程（structural equations）对五项研究假设进行了检验，并通过调研106名使用物理治疗（physical therapy）、私人健身指导（personal training）、普拉提（Pilates）以及整体姿势再教育（global postural reeducation）服务的用户样本，收集了相关研究数据。研究结果显示，仅对顾客开展教育并不足够；服务提供商还需对顾客予以共情，并与其建立情感联结。此外，顾客教育与情感共情对顾客反馈以及顾客遵从服务指令的程度，存在差异化的影响效应。本研究通过推动学界形成对影响知识密集型服务中顾客参与及其效能的各类因素的整体性认知，为相关学术研究文献做出了有益贡献。