Xem xét lại tiêu chuẩn hóa dịch vụ so với tùy chỉnh từ góc độ người tiêu dùng
Tóm tắt
Mục đích của bài báo này là nghiên cứu những ưu điểm và nhược điểm của việc tiêu chuẩn hóa dịch vụ (so với tùy chỉnh) từ góc độ người tiêu dùng, các yếu tố chính ảnh hưởng đến sự ưa thích của người tiêu dùng đối với dịch vụ tiêu chuẩn (so với dịch vụ tùy chỉnh) và các kết quả của việc tiêu chuẩn hóa dịch vụ (so với tùy chỉnh).
Các tác giả đã tiến hành một nghiên cứu định tính và hai thí nghiệm hành vi để kiểm tra các giả thuyết.
Các tác giả nhận thấy rằng ưu điểm của việc tùy chỉnh dịch vụ bao gồm kiểm soát được cảm nhận tốt hơn và sự hài lòng cao hơn của người tiêu dùng. Nhược điểm của việc tùy chỉnh dịch vụ là rủi ro cảm nhận cao hơn. Những phát hiện này cũng cho thấy sự ưa thích của người tiêu dùng đối với dịch vụ tiêu chuẩn (so với dịch vụ tùy chỉnh) phụ thuộc vào mục tiêu tiêu dùng của họ. Cụ thể, người tiêu dùng có mục tiêu hedonistic có xu hướng ưa thích dịch vụ tùy chỉnh, trong khi những người có mục tiêu utilitarian có xu hướng ưa thích dịch vụ tiêu chuẩn. Những tác động này được điều chỉnh bởi nhu cầu về sự độc đáo của họ.
Từ khóa
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