基于关系强度调节效应的顾客参与研究  

Customer participation under moderating role of relationship strength

作　　者：任淑霞[1] 张明立[1] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191

出　　处：《南京理工大学学报》2013年第1期199-204,共6页Journal of Nanjing University of Science and Technology

基　　金：国家自然科学基金(71272018;70972002);广义虚拟经济研究专项资助项目(GX2011-1003(Y))

摘　　要：在有关顾客参与的研究中过于强调顾客外部因素,忽视了顾客内部因素对顾客参与结果的影响。为揭示关系强度对顾客参与过程的重要性,该文以关系强度作为调节变量来考察它在顾客参与活动中对关系利益和顾客忠诚的影响。运用结构方程模型展开实证研究。研究结果表明:顾客参与对关系利益的提升有显著正向影响;关系强度对于顾客参与提升关系利益确实存在着调节作用。针对研究结论,该文提出了相应的管理对策和研究展望。Many literature researches on customer participation simplistically focus on external factors of customers and ignore the influence of customer internal components on customer participation outcomes.To demonstrate the importance of relationship strength to the process of customer participation,this paper takes relationship strength as a moderator variable to explore its influence on relationship benefits enhancement and customer loyalty when customers are in process of customer participation.An empirical investigation is conducted through a structural equation model.The research results show that:customer participation significantly affects relationship benefits;relationship strength has a significantly moderating role in the impact of customer participation on relationship benefits enhancement.The research results provide some references for further research and certain instructions for organization ’ s operation.

关 键 词：顾客参与 关系利益 顾客忠诚 关系强度 

分 类 号：F713.5[经济管理—市场营销]