The Impact of FOTON's New Digital Energy Vehicle Service Experience on Customer Loyalty
FOTON 新数字能源汽车服务体验对客户忠诚度的影响
Chapter 1
第一章
Introduction
引言
Rationale
理由
The global automotive industry is undergoing a paradigm shift of unprecedented scale and velocity, arguably the most significant since its inception over a century ago (Deloitte, 2023; McKinsey & Company, 2022). This transformation is propelled by the confluence of two powerful forces: the transition from internal combustion engines (ICE) to new energy vehicles (NEVs) and the pervasive digitalisation of the driving and ownership experience (Accenture, 2023; Teece, 2018). In this new era, the vehicle is evolving from a mere mode of transportation into a connected, service-oriented digital platform, often referred to as a "smartphone on wheels" (Hagiu & Wright, 2020; Yoo, Henfridsson, & Lyytinen, 2010). Consequently, competitive advantage is no longer solely derived from traditional metrics of engineering excellence, horsepower or fuel efficiency (Porter, 1985). Instead, it is increasingly defined by the quality and integration of the digital service ecosystem that envelops the vehicle, encompassing everything from in-car infotainment systems and mobile applications to remote diagnostics, over-the-air (OTA) software updates, and the management of charging networks (Evans & Schmalensee, 2016; Parker, Van Alstyne, & Choudary, 2016).
全球汽车行业正在经历前所未有的规模和速度的范式转变，这或许是其一百多年前诞生以来的最重大转变（德勤，2023；麦肯锡公司，2022）。这场变革是由两大强大力量推动的：从内燃机（ICE）向新能源汽车（NEV）的转型，以及驾驶和拥有体验的全面数字化（埃森哲，2023；蒂奇，2018）。在这个新时代，车辆正从单纯的交通工具演变为一个互联、服务导向的数字平台，通常被称为“带轮子的智能手机”（哈吉乌与赖特，2020；尤、亨弗里德森与利廷宁，2010）。因此，竞争优势不再仅仅来自传统的工程卓越性、马力或燃油效率（波特，1985）。 相反，它越来越多地由围绕车辆所形成的数字服务生态系统的质量和集成度来定义，涵盖了从车载信息娱乐系统、移动应用程序到远程诊断、空中下载（OTA）软件更新以及充电网络管理（Evans & Schmalensee, 2016; Parker, Van Alstyne, & Choudary, 2016）等一切事物。
Within this dynamic landscape, customer loyalty has emerged as a paramount strategic objective for automotive manufacturers (Oliver, 1999; Reichheld & Schefter, 2000). The rationale is compelling; acquiring a new customer is estimated to be five to twenty-five times more expensive than retaining an existing one, and a marginal increase in customer retention rates can yield a significant uplift in profitability, ranging from 25% to 95% (Gallo, 2014; Reichheld, 1996). For NEV brands like FOTON, which operate in a fiercely competitive market characterised by a proliferation of new entrants and rapidly evolving consumer expectations, fostering a loyal customer base is not merely advantageous but essential for long-term survival and sustainable growth (Aaker, 1991; Keller, 2013). Loyal customers are more likely to engage in repeat purchases, are less sensitive to price fluctuations, act as brand advocates through positive word-of-mouth, and provide valuable feedback for continuous improvement (Griffin, 1995; Zeithaml, Berry, & Parasuraman, 1996).
在这个动态的背景下，客户忠诚度已成为汽车制造商的一项关键战略目标（Oliver，1999；Reichheld & Schefter，2000）。其理由令人信服；获取新客户的成本估计是保留现有客户的五到二十五倍，而客户保留率的微小提升可以带来显著利润增长，范围从 25%到 95%（Gallo，2014；Reichheld，1996）。对于像 FOTON 这样的新能源汽车品牌，它们在竞争激烈的市场中运营，这个市场以新进入者众多和消费者期望快速变化为特征，培养忠诚客户群不仅具有优势，更是长期生存和可持续发展的必要条件（Aaker，1991；Keller，2013）。忠诚客户更可能进行重复购买，对价格波动不太敏感，通过积极的口碑传播成为品牌拥护者，并提供宝贵的反馈以实现持续改进（Griffin，1995；Zeithaml，Berry，& Parasuraman，1996）。
However, the antecedents of customer loyalty in the specific context of the NEV digital service experience remain a nascent and insufficiently explored area of academic inquiry (Cohen, 2021; Tu, 2020). While extensive research has established the foundational roles of service quality, customer satisfaction, and customer trust in shaping loyalty across various sectors e-commerce (Gefen, 2002), banking (Leninkumar, 2017), and traditional services (Parasuraman, Zeithaml, & Berry, 1988), the unique characteristics of the NEV digital ecosystem present new complexities and demand a dedicated investigation (Nambisan, 2017). The NEV digital experience is a complex hybrid, blending tangible hardware (the vehicle, the screen) with intangible software and services (the user interface, connectivity, app functionality) that are delivered continuously and evolve over the product's lifecycle (Tilson, Lyytinen, & Sørensen, 2010). This continuous interaction, coupled with the high-stakes nature of mobility and the collection of sensitive user data, elevates the importance of constructs like trust and service quality beyond their roles in traditional settings (Bhattacherjee, 2002; McKnight, Choudhury, & Kacmar, 2002).
然而，在新能源汽车数字服务体验的特定背景下，顾客忠诚度的前因仍然是一个新兴且未充分探索的学术研究领域（Cohen，2021；Tu，2020）。尽管大量研究已经确立了服务质量、顾客满意度和顾客信任在塑造电子商务（Gefen，2002）、银行业（Leninkumar，2017）和传统服务（Parasuraman，Zeithaml & Berry，1988）等领域忠诚度的基础作用，但新能源汽车数字生态的独特特性带来了新的复杂性，需要专门的研究（Nambisan，2017）。新能源汽车数字体验是一个复杂的混合体，融合了有形的硬件（车辆、屏幕）和无形软件与服务（用户界面、连接性、应用程序功能），这些内容持续交付并在产品生命周期中不断演变（Tilson，Lyytinen & Sørensen，2010）。 这种持续的互动，加上移动性的高风险性质以及收集敏感用户数据，使得信任和服务质量等重要结构的重要性超越了它们在传统环境中的角色（Bhattacherjee，2002；McKnight，Choudhury & Kacmar，2002）。
This research, therefore, aims to address this critical gap in the literature. It seeks to develop and empirically test a comprehensive model that elucidates the intricate relationships between digital service quality (SQ), customer satisfaction (CS), customer trust (CT), and ultimately, customer loyalty (CL) among users of FOTON's new energy vehicles. By focusing on the digital service experience—the primary interface between the modern driver and the automotive brand—this study will provide a nuanced understanding of the key levers that FOTON and other NEV manufacturers can manipulate to build enduring customer relationships. The findings are expected to offer significant theoretical contributions to the literature on relationship marketing, information systems, and service science, while also providing actionable, evidence-based insights for industry practitioners navigating the digital transformation of the automotive world.
因此，本研究旨在解决文献中的这一关键空白。它试图开发并实证检验一个综合模型，阐明数字服务质量（SQ）、顾客满意度（CS）、顾客信任（CT）以及最终顾客忠诚度（CL）之间错综复杂的关系，研究对象为 FOTON 新能源汽车的用户。通过聚焦数字服务体验——现代驾驶员与汽车品牌之间的主要接口——本研究将提供对 FOTON 及其他新能源汽车制造商可以操纵的关键杠杆的细致理解，以建立持久的顾客关系。研究结果预计将为关系营销、信息系统和服务科学领域的文献做出重要理论贡献，同时为在汽车行业数字化转型中寻求实践指导的行业从业者提供可操作的、基于证据的见解。
Research Question(s)
研究问题
1. To what extent does the perceived quality of FOTON's digital services (mobile app, in-car system, charging support) directly and positively influence customer trust?
1. FOTON 的数字服务（移动应用、车载系统、充电支持）的感知质量在多大程度上能直接且积极地影响顾客信任？
2. How does customer satisfaction mediate the relationship between service quality and customer loyalty in the context of FOTON's digital services?
2. 在 FOTON 的数字服务背景下，客户满意度如何调节服务质量与客户忠诚度之间的关系？
3. What role does customer trust play in enhancing customer loyalty among users of FOTON new energy vehicles?
3. 客户信任在增强 FOTON 新能源汽车用户忠诚度方面扮演什么角色？
4. How do service quality and customer satisfaction interact to indirectly affect customer loyalty through customer trust?
4. 服务质量与客户满意度如何相互作用，通过客户信任间接影响客户忠诚度？
5. What specific aspects of the digital service experience are most critical in fostering customer loyalty in the NEV market?
5. 在新能源汽车市场中，哪些具体的数字服务体验方面对培养客户忠诚度最为关键？
Research Objective(s)
研究目标
The primary objective of this research is to investigate the impact of FOTON's digital service experience on customer loyalty, with a focus on the mediating roles of service quality, customer satisfaction, and customer trust. The specific objectives include:
本研究的主要目标是调查 FOTON 数字服务体验对客户忠诚度的影响，重点关注服务质量、客户满意度和客户信任的中介作用。具体目标包括：
1. To assess the direct influence of service quality on customer trust and loyalty.
1. 评估服务质量对客户信任和忠诚度的直接影响。
2. To evaluate the relationship between customer satisfaction and loyalty in the context of FOTON's digital services.
2. 评估 FOTON 数字服务背景下客户满意度和忠诚度之间的关系。
3. To analyse the mediating effects of customer trust on the relationship between service quality, customer satisfaction, and customer loyalty.
3. 分析顾客信任在服务质量、顾客满意度和顾客忠诚度之间的关系中的中介效应。
4. To identify the key components of the digital service experience that significantly contribute to customer loyalty.
4. 确定对顾客忠诚度有显著贡献的数字服务体验的关键组成部分。
5. To provide actionable recommendations for FOTON and similar NEV manufacturers to enhance customer loyalty through improved digital service experiences.
5. 为 FOTON 和类似的 NEV 制造商提供可行的建议，通过改善数字服务体验来增强顾客忠诚度。
Research Hypothesis/Hypotheses
研究假设/假设
The following hypotheses will guide the empirical investigation of the relationships among the constructs of interest:
以下假设将指导对研究兴趣构念之间关系的实证调查：
H1: SQ (Service Quality) positively influences CT (Customer Trust).
H1: SQ（服务质量）对 CT（顾客信任）产生正向影响。
H2: CS (Customer Satisfaction) positively influences CL (Customer Loyalty).
H2: CS（顾客满意度）对 CL（顾客忠诚度）产生正向影响。
H3: CT (Customer Trust) positively influences CL (Customer Loyalty).
H3: CT（顾客信任）对 CL（顾客忠诚度）产生正向影响。
H4: CS (Customer Satisfaction) positively influences CT (Customer Trust).
H4: CS（客户满意度）对 CT（客户信任）有积极影响。
H5: SQ (Service Quality) positively influences CL (Customer Loyalty).
H5: SQ（服务质量）对 CL（客户忠诚度）有积极影响。
H6: SQ (Service Quality) exerts an indirect positive effect on CL (Customer Loyalty) mediated by CT (Customer Trust).
H6: SQ（服务质量）通过 CT（客户信任）的中介作用对 CL（客户忠诚度）产生间接的积极影响。
H7: CS (Customer Satisfaction) exerts an indirect positive effect on CL (Customer Loyalty) mediated by CT (Customer Trust).
H7: CS（客户满意度）通过 CT（客户信任）的中介作用对 CL（客户忠诚度）产生间接的积极影响。
Scope of the Research
研究范围
Scope of Content
内容范围
This research focuses on the digital service experience of FOTON new energy vehicles, examining the interplay between service quality, customer satisfaction, customer trust, and customer loyalty. The study will explore how these constructs interact within the context of the NEV market, providing insights into the unique challenges and opportunities presented by the digital transformation of the automotive industry.
本研究聚焦于 FOTON 新能源汽车的数字服务体验，探讨服务质量、客户满意度、客户信任和客户忠诚度之间的相互作用。研究将探索这些构念在新能源汽车市场环境中的相互影响，为汽车行业数字化转型带来的独特挑战和机遇提供洞见。
Scope of Population
研究对象范围
The target population for this study includes current users of FOTON new energy vehicles, specifically those who actively engage with the brand's digital services. The sample will be drawn from various demographics to ensure a comprehensive understanding of customer experiences and perceptions.
本研究的目标人群包括 FOTON 新能源汽车的当前用户，特别是那些积极使用该品牌数字服务的用户。样本将来自不同的人口统计学特征，以确保全面了解客户体验和认知。
Scope of Area
地域范围
The research will be conducted in regions where FOTON operates, focusing on urban areas with a high concentration of NEV users. This geographical focus will allow for a more nuanced understanding of customer interactions with digital services in diverse contexts.
研究将在 FOTON 运营的地区进行，重点关注用户高度集中的城市区域。这种地域聚焦将有助于更细致地理解客户在不同环境下的数字服务互动。
Scope of Time
时间范围
The study will analyse customer experiences and perceptions over a defined period, focusing on recent interactions with FOTON's digital services. This temporal scope will help capture the evolving nature of customer expectations and the impact of ongoing digital enhancements.
这项研究将在特定时间段内分析客户体验和认知，重点关注与 FOTON 数字服务的近期互动。这个时间范围有助于捕捉客户期望的演变性质以及持续数字改进的影响。
Advantages
优势
This research aims to contribute to both academic literature and practical applications in the automotive industry. By elucidating the relationships between digital service quality, customer satisfaction, trust, and loyalty, the findings will provide valuable insights for FOTON and other NEV manufacturers seeking to enhance customer engagement and retention in a competitive market.
这项研究旨在为学术文献和汽车行业的实际应用做出贡献。通过阐明数字服务质量、客户满意度、信任和忠诚度之间的关系，研究结果将为 FOTON 和其他寻求在竞争激烈的市场中提升客户参与度和保留率的 NEV 制造商提供宝贵的见解。
Definition of Terms
术语定义
Service Quality (SQ): The overall assessment of the quality of services provided by FOTON, encompassing aspects of reliability, responsiveness, assurance, empathy, and tangibles.
服务质量（SQ）：对 FOTON 提供的服务质量的总体评估，涵盖可靠性、响应性、保证性、同理性和有形性等方面。
Customer Satisfaction (CS): The degree to which customers feel their expectations regarding FOTON's digital services are met or exceeded.
顾客满意度（CS）：顾客感觉 FOTON 的数字服务是否满足或超出其期望的程度。
Customer Trust (CT): The confidence customers have in FOTON's ability to deliver quality services and act in their best interests.
顾客信任（CT）：顾客对 FOTON 提供优质服务和为其最佳利益采取行动的信心。
Customer Loyalty (CL): The commitment of customers to repurchase or continue using FOTON's products and services, often reflected in positive word-of-mouth and advocacy.
顾客忠诚度（CL）：顾客重新购买或继续使用 FOTON 产品和服务的一种承诺，通常体现在积极的口碑和拥护行为中。
Research Framework
研究框架
The research framework of this study is grounded in established theoretical paradigms and empirical evidence, systematically integrating the constructs of Service Quality (SQ), Customer Satisfaction (CS), Customer Trust (CT), and Customer Loyalty (CL) to elucidate the impact of FOTON’s digital service experience on customer loyalty in the New Energy Vehicle (NEV) sector. The framework is anchored in Relationship Marketing Theory (Morgan & Hunt, 1994) and Service-Dominant Logic (Vargo & Lusch, 2004), which posit that value is co-created through continuous interactions between firms and customers, with trust and satisfaction serving as critical relational mediators.
本研究的研究框架基于既定的理论范式和实证证据，系统地整合了服务质量（SQ）、顾客满意度（CS）、顾客信任（CT）和顾客忠诚度（CL）等构念，以阐明 FOTON 的数字服务体验对新能源汽车（NEV）行业顾客忠诚度的影响。该框架以关系营销理论（Morgan & Hunt, 1994）和服务主导逻辑（Vargo & Lusch, 2004）为基础，后者认为价值是通过企业与顾客之间的持续互动共同创造的，而信任和满意度是关键的关系中介。
Figure 1: Digital Service Experience and Customer Loyalty Model in the NEV Sector
图 1：新能源汽车行业的数字服务体验与顾客忠诚度模型