联络中心服务国际标准实施机制研究——基于组织行为视角的实证分析

摘要：

【目的】分析联络中心服务国际标准在服务组织中的实施效果及其作用机制。【方法】基于组织行为理论，将服务标准界定为一种自愿性规则工具，重点分析其在组织内部通过自愿采纳与行为内化的制度化过程，如何影响组织管理成效的路径。研究以“认知—实施—效果”为分析主线，并引入标准实施过程中面临的障碍与促进因素，以考量不同组织情境下的标准实施效果差异。在此基础上，设计并构建了一套结构化衡量工具，并在31个联络中心相关组织中开展问卷调查与初步实证分析。【结果】标准实施成熟度对实施效果具有显著且稳健的正向影响，组织对标准的认知与态度并未直接转化为实施成熟度，实施效果取决于制度化实施水平与认知评价的并行作用。【结论】本研究为服务标准实施效果研究提供机制层面的经验检验，修正了“认知自然转化为实施”的隐含假设，为理解联络中心服务国际标准的实施差异提供了实证依据，并为标准推广与实施策略设计提供启示。

Abstract:

[Objective] This paper aims to analyze the effects of implementing international standards for contact centre services and the mechanisms through which these effects are generated within service organizations. [Methods] This study draws on organizational behavior theory and conceptualizes international service standards as voluntary instruments. This study focuses on how the institutionalization process—characterized by voluntary adoption and the internalization of behaviors within organizations—shapes management practices. Methodologically, this study adopts a framework structured around a “cognition–implementation–outcomes” chain, and incorporates both barriers and facilitators encountered during standard implementation to account for variations in implementation outcomes across organizational contexts. On this basis, a structured measurement instrument was developed and applied in a questionnaire survey and preliminary empirical analysis involving 31 contact centre–related organizations. [Results] Implementation maturity has a significant and robust positive effect on implementation outcomes and constitutes the primary determinant of perceived effectiveness. In contrast, organizational cognition and attitudes toward the standard do not directly translate into higher implementation maturity. These findings suggest that implementation outcomes are jointly shaped by the level of institutionalized implementation and by cognitive evaluation, rather than by simple cognition-driven implementation pathway. [Conclusion] The findings contribute to a more nuanced understanding of variation in standard implementation outcomes across contact-centre organizations. The results also offer insights for the design of standard promotion and implementation strategies, highlighting the importance of prioritizing institutional embedding and implementation capabilities alongside cognitive alignment.

引用格式：杨朔，董晓媛，姚歆，等. 联络中心服务国际标准实施机制研究 —— 基于组织行为视角的实证分析 [J]. 标准化学报，2026 (6):25-37.

作者简介：杨朔，通信作者，博士，副研究员，研究方向为商贸领域服务标准化、供应链安全与韧性标准化、法商融合标准化。董晓媛，硕士，助理研究员，研究方向为跨境电商与数字贸易标准化、联络服务领域标准化。姚歆，硕士，高级工程师，研究方向为服务和管理标准化、国际标准化。庞俊英，本科，研究方向为数字服务标准化、政务热线服务标准化。