The Effects Of Service Initiative On Customer’s Experience

The service industry has experienced a development:from the product marketing to the service marketing to the experience marketing.In recent years,some service companies have gradually noticed that providing different levels of proactive service initiative will affect consumers’ customer experience.Among them,some service companies choose to allow the service personnel to provide the proactive services,in order to offer a high level of customer experience for consumers.Also,there are service companies that choose the non-proactive services in the service initiative to provide consumers with only passive and responsive services.Catering service companies such as Haidilao,known for their proactive services,have emerged in society,and a hotly discussed event or pattern has been formed for a while.In fact,on the one hand,this type of proactive service has been favored by some consumers;on the other hand,many consumers still believe that the proactive service has reduced their customer experience.On various social media platforms,they have a negative attitude towards pro-active services and have issued negative reviews.As a result,should the service companies choose different service initiatives? Is proactive service better? Or is it better to provide non-proactive services?In fact,different consumers have different needs for the experience marketing.It is assumed that different consumer groups with high or low sense of power will show their differences to the same service initiative.Choosing different service initiatives has affected how the service companies make the marketing decisions.Therefore,it is of the great theoretical and the practical significance to study which serviceinitiative to choose to enhance and enhance the customer experience and its internal processes and regulatory factors.Existing research believes that the proactive service of service personnel can improve consumer satisfaction,improve service quality,and bring positive reputation to service companies.The level of consumer experience is directly related to their satisfaction.Different service initiatives(active services/non-active services)are related to consumers’ customer experience;at the same time,the internal intermediary mechanism of their relationship is mainly social distance;and the intermediary role of social distance is affected by the sense of power.Effect of regulation.Through three research experiments and combing and analyzing the data,this paper draws the following conclusions:(1)Service initiative includes the proactive service and the non-proactive service.Compared with non-proactive services,the proactive service can improve the customer experience.(2)The potential mechanism of the influence of proactive service on consumers’ customer experience in service initiative includes the mediating influence of social distance.Specifically,consumers who receive proactive service from service personnel can feel a closer social distance between them,and consumers will feel more intimate and friendly,which in turn produces a higher customer experience.(3)The level of individual power will regulate the "main effect of service initiative on customer experience and the intermediary effect of social distance".The moderating effect of the sense of power is achieved by changing the social distance.For individuals with a low sense of power,proactive service can significantly improve the customer experience.For individuals with a high sense of power,the intermediary effect of social distance is not significant,and the provision of proactive andnon-proactive services has no significant impact on consumers’ customer experience.That is,high-power consumers do not like proactive services.This study is an extension of research on service initiative.This article reveals the psychological mechanism by which active service improves customer experience in service initiative.From the perspective of power sense,this paper also considers the different perceptions of service initiative among consumers with different power senses.This article studies on the basis of marketing and joins the perspective of psychology and behavior to carry out research.It will revise the theory that "active service" will definitely improve customer experience and help adaptability and practical application research in the field of "active service".Provide more references and guidance,enrich the theoretical connotation of organizational behavior,psychology,consumer behavior.The research conclusions of this paper have important strategic reference value for the service industry companies to implement strategies such as subdivided marketing for consumer groups with different sense of power levels.