ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

心理科学进展 ›› 2018, Vol. 26 ›› Issue (7): 1141-1151.doi: 10.3724/SP.J.1042.2018.01141

• 研究构想 •    下一篇

小事情、大幸福:互动仪式链理论视角下服务仪式对品牌福祉的影响

卫海英1, 王颖1, 冉雅璇2(), 张逸石1(), 舒丽芳1   

  1. 1 南大学管理学院, 广州 510632
    2 南财经政法大学工商管理学院, 武汉 430073
  • 收稿日期:2017-09-15 出版日期:2018-07-15 发布日期:2018-05-29
  • 通讯作者: 冉雅璇,张逸石 E-mail:ranyaxuan@zuel.edu.cn;yszhang@jnu.edu.cn
  • 基金资助:
    国家自然科学基金项目(71772077);国家自然科学基金项目(71572193);国家自然科学基金项目(71372169);中央高校基本科研业务费专项资金资助(暨南领航计划)(15JNLH005)

Effects of service ritual on brand well-being: Based on the interaction ritual chain theory

WEI Haiying1, WANG Ying1, RAN Yaxuan2(), ZHANG Yishi1(), SHU Lifang1   

  1. 1 School of Management, Jinan University, Guangzhou 510632, China
    2 School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
  • Received:2017-09-15 Online:2018-07-15 Published:2018-05-29
  • Contact: RAN Yaxuan,ZHANG Yishi E-mail:ranyaxuan@zuel.edu.cn;yszhang@jnu.edu.cn

摘要:

当前中国品牌消费全线升级, 人们期望品牌不仅满足其功能需求, 还能带来情感寄托和精神慰藉, 因此如何通过品牌为消费者谋取更多的幸福和长远利益即品牌福祉, 已成为时代的挑战。事实上, 品牌能否带来福祉, 在很大程度上有赖于企业与消费者的良性互动。作为当下企业广泛采用的互动形式之一——服务仪式可能成为培育和提升品牌福祉的一种有效方式。基于此, 研究拟以互动仪式链理论为视角, 构建品牌福祉的概念和结构, 剖析服务仪式的组成要素和关键类型, 建构并验证服务仪式和品牌福祉关系的理论模型, 探讨企业共创导向和自我品牌一致性的调节作用。预期结果将有效促进品牌管理、积极心理学、服务管理三领域的融合, 在实践上也可为企业扩展和提升品牌建设提供有效指导。

关键词: 品牌福祉, 服务仪式, 互动仪式链, 企业共创导向, 品牌自我一致性

Abstract:

Nowadays, consumers expect that brands could not only satisfy their functional needs, but also bring emotional and spiritual experiences. Thus, how to garner brand well-being, which means consumers access well-being from using and consuming a brand, has been a challenge for both theory and practice. In fact, whether a brand can create well-being could be shaped by positive interactions between a brand and its consumers. Thus, we postulate that service ritual, which is a prevalence brand-consumer interaction in practice, could create and enhance a brand’s ability to deliver well-being for consumers. Drawing from the interaction ritual chain theory, service rituals refer to a fixed sequence of behaviors that involve symbolic icons and meaningfulness, whereas brands include a series of identifying, integrating, and signaling symbols, indicating the optimal service ritual could form a well-being chain which connects a brand and its consumers. Based on this rationale, the current research draws on interaction ritual chain theory, proposes the new concept of brand well-being, defines and confirms core elements of service rituals, investigates the relationship between service ritual and brand well-being, and further examines the moderating roles of value co-creation orientation of a company and self-brand congruency. In general, the current research offers novel insights on brands and branding theories, well-being and positive psychology literature, and service management theories, while providing implications for companies how to build and manage their brands.

Key words: brand well-being, service ritual, interaction ritual chain, value co-creation orientation, brand-self congruency

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