Communal Service Delivery How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities

被引：154

作者：

Dholakia, Utpal M. ^{[1
]}

Blazevic, Vera ^{[2
]}

Wiertz, Caroline ^{[3
]}

Algesheimer, Rene ^{[4
]}

机构：

[1] Rice Univ, Jesse H Jones Grad Sch Management, Houston, TX 77251 USA

[2] Maastricht Univ, Dept Mkt, Maastricht, Netherlands

[3] City Univ London, Cass Business Sch, London EC1V 0HB, England

[4] Montpellier Business Sch GSCM, Montpellier, France

来源：

JOURNAL OF SERVICE RESEARCH | 2009年 / 12卷 / 02期

关键词：

service support; customer community; customer service; brand community; co-production; troubleshooting; STRUCTURAL EQUATION MODELS; SOCIAL-INFLUENCE; SWITCHING COSTS; ANTECEDENTS; SUPPORT; KNOWLEDGE; IDENTIFICATION; CONSEQUENCES; CONTRIBUTE; CONSUMERS;

D O I：

10.1177/1094670509338618

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Firm-hosted virtual peer-to-peer problem solving (P3) communities offer a low-cost, credible, and effective means of delivering education and ongoing assistance services to customers of complex, frequently evolving products. Building upon the social constructivist view on learning and drawing from literature on the firm-customer relationship in services marketing, we distinguish between functional and social benefits received by P3 community participants and study the central role of learning in influencing these benefit perceptions. The proposed model is tested on data gathered from 2,299 active members of a P3 community hosted by a global online auction firm, and the framework's generalizability is demonstrated using a sample of 204 members of a global business-to-business (B2B) software firm's P3 community. Based on the results, specific recommendations are provided to marketers interested in implementing service support programs via customer communities, and future research opportunities are explored.

引用

页码：208 / 226

页数：19

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