CAJ | 학술논문

任何顾客都是镶嵌在特定顾客网络中的个体，而顾客网络的特征会对网络中顾客的价值感知产生影响，进而影响顾客关系价值。本文系统研究了B-C环境下网络规模、网络密度、网络结构洞和网络中心度等顾客网络特征对信心利益、特殊待遇利益、社会利益和关系成本等顾客关系价值维度的影响，在此基础上提出理论假设，并以服务业为研究对象运用结构方程模型对假设进行了验证。研究结果表明，顾客网络特征能在不同程度上对顾客关系价值维度产生影响，其中对信心利益、特殊待遇利益和社会利益的影响比较显著，而对关系成本的影响不显著。
임하고객도시양감재특정고객망락중적개체，이고객망락적특정회대망락중고객적개치감지산생영향，진이영향고객관계개치。본문계통연구료B-C배경하망락규모、망락밀도、망락결구동화망락중심도등고객망락특정대신심이익、특수대우이익、사회이익화관계성본등고객관계개치유도적영향，재차기출상제출이론가설，병이복무업위연구대상운용결구방정모형대가설진행료험증。연구결과표명，고객망락특정능재불동정도상대고객관계개치유도산생영향，기중대신심이익、특수대우이익화사회이익적영향비교현저，이대관계성본적영향불현저。
Customers are individuals embedded in specific networks between customers, the characteristics of which will affect customers’ perception of value, and then customer relationship value. This paper systematically analyses the influ-ences of customer network’ s characteristics on the dimensions of customer relationship value under B-C environment. Customer network’ s characteristics include network scale, density, structure hole and center degree;the dimensions of customer relationship value consist of confidence benefits, special treatment benefits, social benefits and relations cost. On this basis, this paper puts forward research hypotheses and uses structure equation model to test the hypotheses with service industry as research object. Empirical results show that each customer network characteristic can affect relations benefits in different degree, among which the influences on confidence benefits, special treatment benefits and social benefits are considerably notable, but the influence on relations cost is not significant.