顾客关系承诺的形成机理与理论模型  

Mechanism and Theoretical Model of Customer Relationship Commitment

作　　者：吴强军[1] 

机构地区：[1]浙江大学企业管理系,浙江杭州310027

出　　处：《浙江大学学报（人文社会科学版）》2004年第4期77-83,共7页Journal of Zhejiang University:Humanities and Social Sciences

摘　　要：顾客关系承诺具有两种明显不同的构成要素:经济性承诺和情感性承诺。顾客关系持续的经济动机导致了对顾客的经济性承诺;顾客关系持续的情感动机导致了对顾客的态度性承诺。在顾客关系承诺的形成模型中,价值规范、服务质量、相互依赖和关系纽带等因素通过对顾客的经济性承诺和情感性承诺的中介作用对顾客关系承诺产生影响。With competition and the customer contest cost rising in the service industry, the problem of customer relationship commitment has become a focus of the marketing practitioners and researchers. Customer commitment has two components: customer's attitude commitment and customer's economic commitment. The former explores current customer relationship from the perspective of customer's emotions, while the latter from the customer's economic (cost/income analysis) perspective. Customer's attitude commitment includes cognizable commitment, emotional commitment and cognitive commitment. Customer's economic commitment includes commitment based on side-beck and commitment based on alternative suppliers. The economic motivation of customer relationship continuance results in the continual commitment; and the emotional motivation of customer relationship continuance results in the attitude commitment. Therefore, the explanation of customer relationship's continuance cannot be merely based on the economic motivation or the emotional motivation of the participators to understand. It must integrate these two motivations to review the problem of the customer relationship continuance entirely. Customer commitment is the essence of customer relationship continuance. In the forming mechanism model of customer relationship commitment, the economic motivation and emotional motivation are the modulators of such factors as value criterion, service quality. Based on a briefly review of up to date researches, this paper summarizes the connotation of customer relationship commitment, analyzes the main influencing factors and behavior consequences of customer relationship commitment, and discusses the theoretical model and its mechanism of customer relationship commitment.

关 键 词：顾客关系承诺 形成机理 理论模型 顾客关系管理 

分 类 号：F274[经济管理—企业管理]