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Outcomes of entrepreneurship education in China: A customer experience management perspective

机译：中国创业教育的成果：客户体验管理的视角

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摘要

Although important to business and economic development, entrepreneurship education has offered its customers (i.e., students) mixed experiences. While some prior studies find entrepreneurship education to have a positive effect on entrepreneurial attitude or activities, others report the opposite, suggesting the need to consider environmental factors. Drawing on the nascent research on customer experience management, this study treats entrepreneurship education as a service product and advocates that service providers take a "touchpoint journey view" in that the providers should manage or influence all touchpoints in the environment-some touchpoints are internal to the providers, while others may be external. This perspective leads to a comprehensive conceptual model that identifies ten student-resource touchpoints across three areas: a) curricular b) regulatory environment, and c) social environment resources. With a unique sample of students who are systematically exposed to all three types of resources through a pilot entrepreneurship program, this study finds empirical evidence to support the proposed model. These findings offer pertinent implications to entrepreneurship education design (e.g., totality of various touchpoints). In addition, with the rising influence of the Chinese economy, this study also represents a meaningful step toward a better understanding of consumers' service goods experience in this strategically important market.
机译：尽管对企业和经济发展很重要，但创业教育已为其客户（即学生）提供了多种体验。虽然一些先前的研究发现创业教育对创业态度或活动具有积极影响，但其他研究则相反，表明需要考虑环境因素。该研究基于对客户体验管理的新兴研究，将企业家精神教育视为一种服务产品，并提倡服务提供商采用“接触点旅程视图”，因为提供商应管理或影响环境中的所有接触点，某些接触点是内部的提供者，而其他人可能是外部的。这种观点导致了一个全面的概念模型，该模型确定了三个领域的十个学生资源接触点：a）课程b）监管环境，以及c）社会环境资源。通过一个独特的样本学生，他们通过一项创业创业计划系统地接触了所有三种类型的资源，这项研究发现了支持该模型的经验证据。这些发现为创业教育设计（例如，各种接触点的总数）提供了相关的含义。此外，随着中国经济影响力的不断提高，这项研究也标志着朝着更好地了解这一具有战略意义的重要市场的消费者的服务商品体验迈出了有意义的一步。

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