管理学报
管理學報
관이학보
Chinese JOurnal of Management
2015年
7期
1051~1058
,共null页
互动风格 关系营销 关系利益 顾客忠诚
互動風格 關繫營銷 關繫利益 顧客忠誠
호동풍격 관계영소 관계이익 고객충성
interaction style; relationship marketing; relational benefit; customer loyalty
在竞争性环境中,服务人员的有效互动尤其重要。基于此,应用关系营销理论,构建服务人员不同互动风格对顾客忠诚的影响模型,探索不同关系利益在其中的中介作用。以北京某品牌汽车4S店为背景展开调查,运用结构方程模型进行实证研究。研究结果表明,服务人员互动导向型风格既对顾客忠诚产生直接的影响,还通过顾客感知的信任利益和社会利益对其产生间接影响;任务导向型和自我导向型互动风格仅通过顾客感知的信任利益对顾客忠诚产生间接影响。
在競爭性環境中,服務人員的有效互動尤其重要。基于此,應用關繫營銷理論,構建服務人員不同互動風格對顧客忠誠的影響模型,探索不同關繫利益在其中的中介作用。以北京某品牌汽車4S店為揹景展開調查,運用結構方程模型進行實證研究。研究結果錶明,服務人員互動導嚮型風格既對顧客忠誠產生直接的影響,還通過顧客感知的信任利益和社會利益對其產生間接影響;任務導嚮型和自我導嚮型互動風格僅通過顧客感知的信任利益對顧客忠誠產生間接影響。
재경쟁성배경중,복무인원적유효호동우기중요。기우차,응용관계영소이론,구건복무인원불동호동풍격대고객충성적영향모형,탐색불동관계이익재기중적중개작용。이북경모품패기차4S점위배경전개조사,운용결구방정모형진행실증연구。연구결과표명,복무인원호동도향형풍격기대고객충성산생직접적영향,환통과고객감지적신임이익화사회이익대기산생간접영향;임무도향형화자아도향형호동풍격부통과고객감지적신임이익대고객충성산생간접영향。
In highly competitive marketplace,the effective interaction between service provider and customers is of great importance.Based on the relationship marketing theory,this study develops a model of service-provider interaction style affecting customer loyalty,to explore the mediating role of relational benefits.A questionnaire survey was carried out in a 4Sshop of a major automobile manufacturer located in Beijing.And the structural equation model is employed.Empirical results confirm that the interaction orientation of service-provider not only has a direct,positive effect on customer loyalty,but also exerts an indirect effect on customer loyalty through customer perceived confidence benefits and social benefits.However,the task orientation and self orientation of service provider only exerts an indirect effect through customer perceived confidence benefits.
