中文摘要：

基于归类学习理论提出“基于规则的顾客社会化”和“基于情境的顾客社会化”两种顾客社会化策略,并引入服务知识类型,探讨知识密集型服务中顾客社会化对顾客任务承诺和满意度的影响机制。实验结果发现,在基于规则的顾客社会化策略下,提供编码知识比提供体现知识产生了更高的服务知识转移效率和效果;在基于情境的顾客社会化策略下,提供体现知识比提供编码知识产生了更高的服务知识转移效率和效果。并且,较高的服务知识转移效率和效果能够产生更高的顾客任务承诺和满意度。

英文摘要：

Based on the theory of category learning, we put forward two customer socialization tactics： ＂rule-based customer socialization＂ and ＂situation-based customer socialization＂, and intro- duce service knowledge types, exploring the effect of customer socialization on task commitment and satisfaction in Knowledge Intensive Business Services. It is found through experiment that under the rule-based customer socialization, providing codified knowledge instead of embodied knowledge leads to a higher service knowledge transfer efficiency and effectiveness, and under the situation-based cus tomer socialization, providing embodied knowledge instead of codified knowledge results in a higher service knowledge transfer efficiency and effectiveness. Further, service knowledge transfer efficiency and effectiveness have a positive effect on task commitment and customer satisfaction.