CAJ | 학술논문

将中国文化下员工“私有”的顾客信任区分为人情信任和交易信任，探讨这两种信任向企业“公有”信任的转移过程，分析员工与企业间行为相似和精神相似在转移过程中的调节效用。以保险业的顾客为研究对象，采用问卷调查法收回有效问卷205份，运用结构方程模型对员工“私有”信任向企业“公有”信任的转移过程进行实证检验。研究结果表明，顾客与员工间“私有”的人情信任和交易信任对企业“公有”信任有显著正向影响，交易信任部分中介人情信任到企业“公有”信任的转移；员工与企业间行为上的相似性对交易信任到企业“公有”信任的转移有调节作用；员工与企业间精神上的相似性对人情信任到企业“公有”信任的转移有调节作用。研究结论为提高顾客关系管理效率提供了理论思路。
장중국문화하원공“사유”적고객신임구분위인정신임화교역신임，탐토저량충신임향기업“공유”신임적전이과정，분석원공여기업간행위상사화정신상사재전이과정중적조절효용。이보험업적고객위연구대상，채용문권조사법수회유효문권205빈，운용결구방정모형대원공“사유”신임향기업“공유”신임적전이과정진행실증검험。연구결과표명，고객여원공간“사유”적인정신임화교역신임대기업“공유”신임유현저정향영향，교역신임부분중개인정신임도기업“공유”신임적전이；원공여기업간행위상적상사성대교역신임도기업“공유”신임적전이유조절작용；원공여기업간정신상적상사성대인정신임도기업“공유”신임적전이유조절작용。연구결론위제고고객관계관리효솔제공료이론사로。
As prevalent practice in many Chinese businesses, guanxi has been considered as a key factor in the success of rela- tionship marketing. Yet, few researches have been done in addressing the following question： how does gnanxi affect the transfer process of customer trust from personal level to corporate level？ This paper attempts to examine the transfer process of customer trust from ＂personal＂ level to ＂corporate＂ level. First, we classi- fy customers＇personal trust of employee into two types： renqing-based trust and transaction-based trust by taking the culturally constructed guanxi into consideration. Secondly, an empirical analysis has been conducted to examine the transfer process from the above named two types of ＂personal＂ customer trust into ＂corporate＂ customer trust. In addition, we investigate the modera- ting effects of behavioral similarities and mental similarities between employee and corporate on the trust transfer process. In this study, 205 questionnaires have been collected from customers of insurance companies. A structural equation model has been proposed to evaluate the underlying mechanism of customer trust transfer process. Our empirical results show that although renqing-based trust and transaction-based trust both exhibit significantly positive effects on ＂corporate＂ customer trust, and there is a significant difference between renqing-based trust and transaction-based trust. The transaction-based trust has a partial medi- ating effect on the transfer process from personal renqing-based trust into corporate customer trust. Moreover, the behavioral simi- larities between employee and enterprise have moderating effects on the transfer process from transaction-based trust to ＂corpo- rate＂ customer trust, while the mental similarities between employee and corporate have moderating effects on the transfer process from renqing-based trust to ＂corporate＂ customer trust. Our findings provide insights for managers on how to improve the efficiency of customer relationship management, especially when exploiting guanxi in business practices. By exploring the different roles of renqing-based trust and transaction-based trust in the transfer process from ＂personal＂ into ＂corporate＂ level, this study offers guidance on how to leverage the renqing-based trust and its influence on improving the integrated customer trust. Further, we provide suggestions to strengthen the rational judgment of customers through managing the transaction-based trust which could manage the customer chum due to key employee＇s leaving. In addition, the degree of behavioral and mental similarities between employee and corporate has been found to effectively facili- tate the trust transfer process. To improve the process of trust transfer, more attention should be paid to assure the consistency of employee behavior and moral value with corporate ones.