Средства, используемые для изучения потребителей в сервисном окружении (часть 2)
Вегар К.

Аннотация

Цель статьи — исследовать, как контактный персонал в своей повседневной работе применяет социокультурные средства для изучения потребителей. В работе используется этнографический исследовательский подход, включающий наблюдение за участниками, неофициальные беседы и интервью с ними.

Содержание

Результаты;

Продавцы в процессе изучения;

Сервис-консультанты в процессе изучения;

Обсуждение;

Теоретические выводы;

Практические выводы;

Заключение;

Ключевые слова: изучение потребителей, социальное взаимодействие, этнография
Журнал: «Маркетинг услуг» — №4, 2011 (© Издательский дом Гребенников)
Объем в страницах: 13.
Кол-во знаков: около 26,831.

1. Alam I. (2002). «An exploratory investigation of user involvement in new service development». Journal of the Academy of Marketing Research, Vol. 30, No. 3, pp. 250–261.

2. Alam I., Perry C. (2002). «A customer-oriented new service development process». Journal of Services Marketing, Vol. 16, No. 6, pp. 515–534.

3. Bakhtin M.M. (1986). Speech Genres & Other Late Essays. University of Texas Press, Austin, TX.

4. Bendapudi N., Berry L.L. (1997). «Customers’ motivations for maintaining relationships with service providers». Journal of Retailing, Vol. 73, No. 1, pp. 15–37.

5. Bettencourt L.A., Gwinner K. (1996). «Customization of the service experience: the role of the frontline employee». International Journal of Service Industry Management, Vol. 7, No. 2, pp. 3–20.

6. Bogdan R., Taylor S.J. (1975). Introduction to Qualitative Research Methods. A Phenomenological Approach to the Social Sciences. Toronto: Wiley.

7. Contu A., Willmott H. (2003). «Re-embedding situatedness: the importance of power relations in learning theory». Organization Science, Vol. 14, No. 3, pp. 283–296.

8. Edvardsson B., Olsson J. (1996). «Key concepts for new service development». The Service Industries Journal, Vol. 16, No. 2, pp. 140–164.

9. Engestrom Y. (1987). Learning by Expanding. Helsinki: Orienta Konsultit Oy.

10. Engestrom Y. (2001). «Expansive learning at work: toward an activity theoretical reconceptualization». Journal of Education and Work, Vol. 14, No. 1, pp. 133–156.

11. Gronroos C. (2000). Service Management and Marketing. A Customer Relationship Management Approach. Chichester: Wiley.

12. Gronroos C., Ojasalo K. (2004). «Service productivity - towards a conceptualization of the transformation of inputs into economic results in services». Journal of Business Research, Vol. 57, pp. 414–423.

13. Gummesson E. (2000). Qualitative Methods in Management Research. Sage, Newbury Park, CA.

14. Gustafsson A., Ekdahl F., Edvardsson B. (1999). «Customer focused service development in practice. A case study at Scandinavian Airlines System (SAS)». International Journal of Service Industry Management, Vol. 10, No. 4, pp. 344–358.

15. Gwinner K.P., Bitner M.J., Brown S.W. and Kumar A. (2005). «Service customization through employee adaptiveness». Journal of Service Research, Vol. 8, No. 2, pp. 131–148.

16. Igland M.A., Dysthe O. (2003). «Vygotskij och sociokulturell teori». In: Dysthe O. (Ed.). Dialog, samspel och larande. Lund: Studentlitteratur.

17. Illeris K. (2001). Larande i motet mellan Piaget, Freud och Marx. Lund: Studentlitteratur.

18. Lave J., Wenger E. (1991). Situated Learning: Legitimate Peripheral Participation. Cambridge: Cambridge University Press.

19. Lincoln Y., Guba E.G. (1985). Naturalistic Inquiry. Sage, Newbury Park, CA.

20. Linell P. (1998). Approaching Dialogue. Talk, Interaction and Contexts in Dialogical Perspectives. Amsterdam: John Benjamins Publishing Company.

21. Lundkvist A., Yakhlef A. (2004). «Customer involvement in new service development». Managing Service Quality, Vol. 14, No. 2/3, pp. 249–257.

22. Matthing J., Sanden B., Edvardsson B. (2004). «New service development: learning from and with customers». International Journal of Service Industry Management, Vol. 15, No. 5, pp. 479–498.

23. Natti S., Halinen A., Hanttu N. (2006). «Customer knowledge transfer and key account management in professional service organizations». International Journal of Service Industry Management, Vol. 17, No. 4, pp. 304–319.

24. Nonaka I. (1994). «A dynamic theory of organizational knowledge creation». Organization Science, Vol. 5, No. 1, pp. 14–35.

25. Nonaka I., Takeuchi H. (1995). The Knowledge-creating Company. Oxford: University Press.

26. Norman R. (2000). Service Management. Ledning och strategi i tjansteproduktionen. Malmo: Liber Ekonomi.

27. Ojasalo K. (1999). Conceptualizing Productivity in Services. Helsinki: Swedish School of Economics and Business Administration.

28. Parasuraman A., Zeithaml V.A., Berry L.L. (1985). «A conceptual model of service quality and its implications for future research». Journal of Marketing, Vol. 48, pp. 41–50.

29. Patton M.Q. (2002). Qualitative Research & Evaluation Methods. Sage, Thousand Oaks, CA.

30. Price L.L., Arnould E.J. (1999). «Commercial friendships: service provider-client relationships in context». Journal of Marketing, Vol. 63, pp. 38–56.

31. Reihlen M., Apel B.A. (2007). «Internationalization of professional service firms as learning - constructivist approach». International Journal of Service Industry Management, Vol. 18, No. 2, pp. 140–151.

32. Saljo R. (2000). Larande i praktiken. Ett sociokulturellt perspektiv. Stockholm: Bokforlaget Prisma.

33. Selnes F., Sallis J. (2003). «Promoting relationship learning». Journal of Marketing, Vol. 67, pp. 80–95.

34. Senge P. (1990). The Fifth Discipline: The Art and Practice of the Learning Organization. Doubleday / Currency, New York, NY.

35. Solomon M.R., Surprenant C., Czepiel J.A. and Gutman E.G. (1985). «A role theory perspective on dyadic interactions: the service encounter». Journal of Marketing, Vol. 49, pp. 99–111.

36. Spradley J.P. (1979). The Ethnographic Interview. Holt, Rinehart & Winston, New York, NY.

37. Storbacka K., Strandvik T., Gronroos C. (1994). «Managing customer relationships for profit: the dynamics of relationship quality». International Journal of Service Industry Management, Vol. 5, No. 5, pp. 21–38.

38. Tax S.S., Brown S.W. (1998). «Recovering and learning from service failure». Sloan Management Review, Fall, pp. 75–88.

39. Tsoukas H., Vladimirou E. (2001). «What is organizational knowledge?» Journal of Management Studies, Vol. 38, No. 7, pp. 973–993.

40. Vygotsky L.S. (1978). Mind in Society. Harvard University Press, Cambridge, MA.

41. Wenger E. (1998). Communities of Practice: Learning, Meaning, and Identity. Cambridge University Press, New York, NY.

42. Wertsch J. (1991). Voices of the Mind. A Socio-cultural Approach to Mediated Action. Harvard University Press, Cambridge, MA.

43. Wikstrom S. (1996). «The customer as co-producer». European Journal of Marketing, Vol. 30, No. 4, pp. 6–19.

44. Wikstrom S., Normann R. et al. (1994). Kunskap och varde. Foretaget som ett kunskapsprocessande och vardeskapande system. Stockholm: Fritzes Forlag AB.

45. Wikstrom S., Lundkvist A., Beckerus A. (1998). Det interaktiva foretaget. Med kunden som storsta resurs. Stockholm: Svenska Forlaget.

Вегар Каролина

Сотрудница Шведской школы экономики и бизнес-администрирования Ханкен.

Вааса, Финляндия

Другие статьи автора 2