Research On The Impact Of Fuzzy-request Interactions On Value Co-creation In Service Encounter

The popularity of modern customer-centric marketing concept promotes the identity and awareness of customers as consumers,so that customers dare to put forward their own needs and requirements in service encounter with enterprises and staff in the consumption process.It is difficult for customers not to put forward fuzzy requests beyond their daily service scope to service enterprises due to their lack of skills,knowledge and other conditions or their personal preferences and sense of ceremony.The interactive behaviors triggered by such vague requests will inevitably affect the overall evaluation and satisfaction of customers,thus having an important impact on enterprise value to a certain extent.Firstly,the article combed the literature related to fuzzy requests,and found that at present,it is rare to study this behaviors triggered by the requirements of both employers and enterprises separately from the perspective of interaction,and only look at how employees should deal with such requirements unilaterally.Therefore,this study starts from defining the key concept of fuzzy requests interactions and takes these interactive behaviors as the initial variable of the study.Then,the grounded theory is used to identify the four variable dimensions(helping behavior,satisfaction of personalized requests,refusal behavior,neglect behavior)contained in the interactions of fuzzy requests,and the corresponding literature is combined to form the measurement scale of this interactive behaviors.On this basis,the theoretical model of "fuzzy-requests interactions—perceived value—value co-creation" is constructed by referring to the theory of "stimulus-organism-response"(S-O-R theory).The formal questionnaire will be issued after the development and optimization of the fuzzy-requests interactions scale,the perceived value scale and the value co-creation scale in the existing literature through pre-research.After six months,604 valid questionnaires were collected.With the help of SPSS and AMOS data analysis tools,the research results show that:first,the four potential variables of the interaction behavior of fuzzy requirements can have impacts on the three dimensions of perceived value,but the effects are different.Helping behavior and the satisfaction of personalized requests have positive impacts on each dimension of perceived value,refusal and neglect have negative effects on perceived value;second,each dimension of perceived value can affect the two variable dimensions of value co creation behavior willingness;third,the four variable dimensions identified by these interactive behaviors can affect the two levels of value co-creation behavior willingness through the intermediary effect of perceived value,but only neglect behavior can directly and negatively affect the two dimensions of customer participation and citizen willingness in value co-creation behavior willingness,while helping behavior can directly and positively affect customer participation behavior willingness The satisfaction of personalized requests can only directly and positively affect the customer’s citizen willingness,while refusal can only directly and negatively affect the customer’s willingness to participate.Moreover,it is worth noting that the negative impact of neglect behavior in the total effect is even higher than the positive impact of helping behavior,which also shows that neglect behavior may lead to the occurrence of inhibiting influence on value co-creation to a large extent,so it may badly affect on the formation of value between customers and firms.Finally,according to the results of this study,enterprises should formulate management strategies to manage the interactions of fuzzy requests,organize professionals to collect,identify and sort out the types of gray requests and corresponding handling plans,strengthen the training of employees in relevant aspects and try to play the positive role of customers in the interaction process,so as to improve customer satisfaction and loyalty,promote the win-win situation of customer value and enterprise value.This study enriches and expands the theory of fuzzy requests in related fields,and also provides inspiration and reference for the service management of catering enterprises and other service enterprises.