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首页> 外文期刊>Journal of Business Research >Self-found, spellbound: The sense of own discovery shapes customer bonds with service venues
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Self-found, spellbound: The sense of own discovery shapes customer bonds with service venues

机译：自我找到，咒语：自己的发现感，与服务场所的客户债券塑造

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摘要

Conventional wisdom as well as marketing practice suggest that companies benefit from helping customers find them. Yet, sometimes customers find service venues on their own. We suggest that a sense of own discovery can benefit businesses because customers tend to bond more with what they have discovered for themselves. Situated in the hospitality industry, a field study with customers of a cafe, a survey with a representative sample of cafe-goers, an online experiment with a discovery of a bar, and a lab experiment with a discovery of a restaurant confirmed that a sense of own discovery strengthens customer bonds (self-connection, emotional attachment, psychological ownership) with service venues, and in turn predicts actual behavior and behavioral intentions that benefit the venue (i.e., actual consumption, patronage intentions). These findings advance insights into customer relationships and highlight the importance of boosting perceptions of own discovery as a way to build stronger customer bonds.
机译：传统智慧以及营销实践表明，公司从帮助客户找到它们的帮助下。然而，有时候客户自己找到服务场所。我们建议自己的发现感能受益，因为客户倾向于与他们自己所发现的更好。位于酒店业中，与咖啡馆的客户，一项关于咖啡厅的代表性样本的野外学习，该调查是一个咖啡厅的代表性样本，一个有发现酒吧的网上实验，以及发现餐厅的实验室实验证实了这一点自己的发现加强了服务场所的客户债券（自我连接，情感依恋，心理所有权），然后预测有利于场地的实际行为和行为意图（即实际消费，惠顾意图）。这些调查结果推进了客户关系的见解，并突出了提高对自己发现的看法作为建立更强大客户债券的方式的重要性。

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