摘要：我国整体经济形态正处于向服务经济转型的关键阶段，客户需求已逐步从实用层次转向体验层次，如安全感、身心愉悦等。近年来，国内一些企业片面追逐经济利益而引发的“安全事件”以及网上购物的普及，促使客户和政府要求企业对“终身服务”、“绿色低碳服务”、“投诉退换”以及废旧回收等担负更大的责任，实行有效的逆向服务。首次提出“逆向服务”的概念，并对其“客户拉动式”、个性化、绿色低碳和可循环性的特性展开阐述。综述相关领域的研究现状和发展动态，阐述从顾客体验视角进行研究的科学意义，包括独特性、系统科学性和绿色可持续性。最后对该领域研究的空白和未来趋势进行总结。%China’s overall economic form is at the critical stage of transition to service economy, and customer demand has gradually transformed from practical level to experience level, such as sense of security, mental and physical pleasure, etc. In recent years, because of the ‘security incidents’ caused by domestic enterprises’ merely in pursuit of economic interests as well as the popularity of online shopping prompt customers, the government requires that enterprises would take more responsibility for‘lifelong service’,‘green low-carbon service’,‘complaint and return’, waste recycling, etc., and carry out effective reverse services. Firstly, the concept of‘Reverse Service’ is brought forward, which feature is‘Customer Pull’, individuation, green low carbon and circulation friendly. The meaning of the reverse service from the perspective of customer experience is introduced. Then, the summary of the current research status and development trend of the relevant field is given and the scientific significance of research from this perspective including particularity, systematic science and green sustainability is summarized. Finally, the conclusion is given for the blank of the field research and trend of future.
