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全球经济已经全面向服务和体验经济转型,传统意义上的服务更多从企业角度设计和驱动服务,属于“推动式服务”。本文首次提出了“逆向服务”的概念,其特征是“客户拉动式”、个性化、绿色低碳和可循环性。通过客户体验与行为运筹学等崭新视角对“逆向服务”的内涵进行了诠释,其核心内容是基于客户行为的最优化及决策模型、逆向服务路径及系统优化、心理认知与智力增值形式和界面创新,最终目的是实现资源循环使用、绿色环保,维护服务信誉、树立企业品牌形象、企业可持续发展。在此基础上归纳了从这一视角进行研究的科学意义,即独特性、系统科学性和绿色可持续性。接着对相关领域的研究现状和发展动态进行综述。最后对该领域研究的空白和未来的潜力进行总结。
The global economy has been fully transformed into a service and experiential economy. More traditional services are designed and driven from an enterprise perspective and are “push services.” This paper presents for the first time the concept of “reverse service”, which is characterized by “customer-driven”, personalization, greening, and recyclability. Through the new perspectives of customer experience and behavioral operations research, the connotation of “reverse service” is interpreted. The core content is based on the optimization of customer behavior and decision-making model, reverse service path and system optimization, psychological cognition and value-added intelligence Form and interface innovation, the ultimate goal is to achieve recycling of resources, green, maintain service reputation, establish a corporate brand image, corporate sustainable development. On this basis, it summarizes the scientific significance of research from this perspective, that is, uniqueness, systematic science and green sustainability. Then the research status and development of related fields are reviewed. Finally, the blank of the research in this field and the potential of the future are summarized.