CAJ | 학술논문

作为关系营销的焦点,顾企关系可以出现在组织之间、个人与组织之间,也可以存在于人际之间,这构成了顾企关系的不同层面。明确各个层面关系的形成机理对于决定企业采取何种战略至关重要。文章根据建立关系的真实主体的不同对顾企关系的层面进行了划分。通过对研究架构的概括和对主要研究变量的梳理,总结和评析了顾企关系层面的相关研究。在此基础上提出服务性企业中顾客与企业关键员工的关系对顾客承诺影响机理的模型,以期指导企业利用这种关系更好地维系顾客,并有效降低关键人员离职给企业带来的风险。
작위관계영소적초점,고기관계가이출현재조직지간、개인여조직지간,야가이존재우인제지간,저구성료고기관계적불동층면。명학각개층면관계적형성궤리대우결정기업채취하충전략지관중요。문장근거건립관계적진실주체적불동대고기관계적층면진행료화분。통과대연구가구적개괄화대주요연구변량적소리,총결화평석료고기관계층면적상관연구。재차기출상제출복무성기업중고객여기업관건원공적관계대고객승낙영향궤리적모형,이기지도기업이용저충관계경호지유계고객,병유효강저관건인원리직급기업대래적풍험。
As the focus of relationship marketing,customer relationship may occur at the firm level,person-to-firm level,as well as the interpersonal level,constituting different customer relationships.To define the constituting mechanism of different customer relationships is vital for enterprises to decide on which strategy to take.This paper divides customer relationship into different facets according to the different relationship subjects and reviews the researches on customer relationships through summarizing the research framework and combing the main variables in the research.Then,the paper puts forward the model indicating how the relationship between customers and key employers of the enterprise affect the enterprise＇s commitment to customers in the service industry in order to guide enterprises to maintain better customer relationship by making good use of the interpersonal relationship and to effectively reduce the risk which the turnover of key personnel brings to the enterprise.