论Guanxi情境下组织认同对顾客信任企业化的影响  

The Impact of organizational identification on transferring process from customer-employee trust to customer-firm trust based on Guanxi perspective

作　　者：付晓蓉[1] 谢庆红[1] 周南[2,3] 朱慧萍[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]香港城市大学商学院 [3]武汉大学经管学院,湖北武汉430072

出　　处：《科研管理》2014年第6期136-144,共9页Science Research Management

基　　金：教育部人文社科西部边疆项目(项目号:09XJC630011;起止时间:2009-2013);国家自然科学基金项目(项目号:71272244;起止时间:2013-2016)资助

摘　　要：本文从员工管理与顾客管理的整合视角,探讨Guanxi情境下顾客信任企业化的路径,讨论"组织认同"对顾客信任企业化过程的影响。基于社会认知理论,分析组织认同的三个维度在合情的顾客信任、合理的顾客信任的企业化过程中的差异化影响。笔者通过问卷调查,运用偏最小二乘方法对模型进行检验,结果显示组织认同对顾客信任的企业化过程有调节作用,且组织认同的三个维度分别影响了顾客信任的两种企业化过程。这些发现对组织管理者更好地识别和处理组织的信任关系有借鉴意义,为管理者通过提升员工的组织认同感来实现顾客信任企业化提供理论基础。From an integrative perspective of the employee management and customer management,this paper discussed the transferring way from customer-employee trust(CET) to customer-firm trust(CFT) and further explored the moderating role of organizational identification in such transferring process. Stepping from the social cognition theory,this paper analyzes the diversified impacts of three dimensions of organizational identification on transferring process from two aspects of CET( i. e.,rational cognition-based customer trust and Renqing-based customer trust) to CFT. According to data collection and partial least square analysis,this paper finds that organizational identity moderates the effect of CET on CFT and the three dimensions of organizational identity play different roles in such an effect. These findings will have a significance of referencefor the organization managers to better identify and deal with the organizational relationship of trust,and they will provide a theoretical basisfor managers to achieve the customers' trust to enterprises through enhancing the employees' organizational identity.

关 键 词：GUANXI 顾客信任 企业信任 组织认同 

分 类 号：F274[经济管理—企业管理]