Research On The Leading Mechanism Of Enterprise's Exceeding Expected Service Commitment

In the process of Enterprise Marketing Management,service commitment has gradually become the focus of attention.Both Mengxiangyin’s "life-long free exchange",China Mobile’s "ubiquitous wireless communication service for all customers" and Sanyi’s "life-long worry-free" service commitment have exceeded consumers’ expectations before designing,and these commitments also have a significant impact on improving purchase intention,enhancing customer trust and promoting enterprise development.This leads to a discussion about the purpose and formation mechanism of enterprises’ exceed-expected service commitment to consumers? Literature Review shows that although the academic community has verified the positive role of service commitment in reducing customer perceived risk,enhancing customer service experience and developing internal marketing,there is a lack of research on exceed-expected service commitment,based on the review of the literature on service commitment and consumer expectation,this paper makes a research on the leading mechanism of design.Based on the practice of enterprises,this paper chooses three enterprises as the research objects:Mengxiangyin,Haidilao and Pangdonglai,which have mature experience in the practice of exceed-expected service commitment,and makes a qualitative study by ground theory.Focus on the topic,we obtain materials through in-depth interviews,field investigations and literature collection methods.The material of exceed-expected service commitment from the three enterprises which is coded by using Nvivo11.0 and strauss’ s procedural grounded theory with open coding,spindle coding and selective coding,and finally the paper get 329 tags,125 concepts,then they combine into 12sub-categories and 4 core categories: demand identification of consumer,data empowerment,enterprise service deed analysis,design and implementation of exceed-expected service commitment.After that,the connotation and logical relationship of each category are further demonstrated and discussed to lay the foundation for the construction of theoretical model,In the final,we selective coding constructs the leading mechanism model of exceed-expected service commitment,and passes the theoretical saturation test.The results show that the leading mechanism of exceed-expected service commitment focuses on consumer demand recognition with service communication and consumer demand matching as its core,and realizes data empowerment based on data mining and big data marketing,and in the bid on the basis of the existing service behavior of enterprises to launch the design.Based on this,this paper put forward to some targeted recommendations,such as strengthen horizontal and vertical communication,and collect consumer demand information through multiple channels;build a data enabling platform and enhance the digital capability of the whole chain;cultivate and improve the supporting elements of service commitment of enterprises,and establish a two-line personnel service commitment linkage mechanism.At the same time,this paper complements the research of enterprise service management theory,proves the limitation of service quality gap model,and providing support for the transformation and upgrading of manufacturing services and the re-upgrading of service-oriented enterprises...