人工智能技术重塑顾客导向：研究述评与展望

Artificial Intelligence Technology Reshaping Customer Orientation: A Systematic Review and Research Agenda

摘要:

顾客导向是指满足顾客需求并建立长期顾客关系的理念。人工智能技术在服务领域的深入布局改变了整个市场的互动方式，使顾客导向的理论内涵、研究层面、情境应用得到新的拓展。本文首先对该领域研究热点与高被引文献进行可视化分析，然后按照“概念界定—影响因素—作用机制—边界条件”的链条厘清人机交互下顾客导向的研究进展，最后围绕研究框架图，未来研究可重点关注人工智能技术应用与配置优化对多层面顾客导向的影响机制、顾客旅程视角下顾客导向的动态变化、契约视角下人机合作顾客导向对顾客服务绩效作用机制、人工智能顾客导向与多角度绩效的边界条件。本文丰富了顾客导向的理论体系，对促进中国企业合理配置人工智能资源，推进中国式现代化具有重要启示。

Abstract:

Customer Orientation (CO) refers to the concept of meeting customer needs and establishing long-term customer relationships. The in-depth layout of Artificial Intelligence (AI) in the service field has changed the interaction mode of the whole market, leading to a new expansion of the theoretical connotation, research level and contextual application of CO. Firstly, this paper visualizes and analyzes the research hotspots and highly cited literature in this field. Secondly, this paper clarifies the research progress of CO under human-computer interaction according to the chain of "concept definition-influencing factors-acting mechanism-boundary conditions". Lastly, based on the above research results and frame diagram, future research can focus on the mechanism of AI application and configuration optimization on multidimensional CO, the dynamic change of CO in the perspective of customer journey, the mechanism of employee-robot cooperative CO on customer service performance in the perspective of psychological contract, and the boundary conditions between AI’s CO and multi-perspective performance. This paper not only enriches the theoretical framework of CO, but also sheds important light on promoting Chinese enterprises to rationally allocate AI resources and Chinese-style modernization.