关系营销范式下营销努力对客户行为的影响研究  

The Effect of Marketing Efforts on Customer Behavior under the Relationship Marketing Paradigm

作　　者：马宝龙[1] 王高[2] 李金林[3] 李纯青[4] 

机构地区：[1]清华大学经济管理学院 [2]中欧国际工商学院 [3]北京理工大学管理与经济学院 [4]西安工业大学经济管理学院

出　　处：《南开管理评论》2009年第3期152-160,共9页Nankai Business Review

基　　金：国家自然科学基金(70872087)项目资助

摘　　要：关系营销范式日益得到理论界和实业界的认可,但却很少有研究着眼于不同关系营销努力能否对衡量关系营销绩效的不同客户行为产生一致的影响作用。本文重点研究了客户关系感知与关系营销手段——回报计划对客户重复购买行为与客户份额增加所产生的不同影响。结果显示,不同的关系营销努力对客户重复购买行为与客户份额增加所产生的影响是不一致的,情感承诺与回报计划有助于促进客户的重复购买,而客户满意感与价格公平感更容易影响客户份额的增加。Despite the proliferation of relationship marketing in academic marketing literature and companies＇ marketing strategies, there is currently little published research that focuses on the different effects of relationship marketing efforts on customer behavior （both relationship maintenance behavior and relationship development behavior）. Theoretically, there is a clear distinction between relationship maintenance behavior and relationship development behavior. However, this has not been empirically investigated. This paper investigates the differential effects of customer relationship perceptions and reward programs on customer repurchase behavior （i.e., relationship maintenance behavior） and customer share development （i.e., relationship development behavior）. Customer relationship perceptions are considered to be evaluations of relationship strength and a supplier＇s offerings, and customer share development is the change in customer share between two periods. The result shows that increasing customer share might require different strategies than promoting customer repurchase. Affective commitment and reward programs are preferable to promote customer repurchase. Customer satisfaction and price equity perception are more effective in increasing customer share. In addition, the research verifies that past customer behavior （i.e., prior customer share and relationship age） are also important variables in explaining future customer behavior. This research discusses the implications for the effective management of customer relationships. Creating committed customers and a reward program are recommended for when firms are striving to affect customer repurchase behavior. However, if firms seek to maximize customer share, they should focus on increasing customer satisfaction and the perception of price equity. On the other hand, the short-term effects of such relationship marketing strategies are positive but small. This does not mean that firms should not use such strategies. The manager should be

关 键 词：关系感知 回报计划 重复购买行为 客户份额 

分 类 号：F274[经济管理—企业管理] F224[经济管理—国民经济]