基于事先信任和后续信任的顾客忠诚形成机理研究  

Research on the Formation Mechanism of Customer Loyalty Based on Pre-Trust and Pro-Trust

作　　者：易牧农[1] 楚天舒[2] 乔时[1] 张初兵[1] 

机构地区：[1]天津财经大学商学院,天津300222 [2]天津财经大学MBA教育中心,天津300222

出　　处：《管理评论》2011年第12期92-99,共8页Management Review

摘　　要：顾客满意是顾客忠诚的必要非充分条件。根据"承诺-信任理论",顾客从满意到忠诚是一个复杂的心理认知过程,需要中间因素的催化,并认为它们之间有信任和承诺的催化作用。为此,本文在借鉴前人研究成果的基础上,将顾客信任划分为事先信任和后续信任,以事先信任为源头,以顾客满意、后续信任和顾客承诺为中介变量,建立顾客忠诚的形成机理模型,并用寿险公司的调查数据进行了验证分析。我们发现事先信任是一个重要的影响因素,它对顾客满意有着显著的正向影响,通过后续信任和承诺间接影响顾客忠诚度等。Customer satisfaction is a condition which is necessary but sufficient to customer loyahy. According to ＂Commitment-Trust Theory＂, the way from customer satisfaction to customer loyalty is a complex cognitive process. The process requires the catalytic intermediate factors which have been identified are trust and commitment. So the trust is divided into pre-trust and post-trust in this article. We propose a formation mechanism of customer loyalty model in which headstream is the pre-trust. Meanwhile, we validate this model using the analysis of survey data in the life insurance company. We find that the pre-trust exert a significant positive influence on customer satisfaction, and it indirectly influences customer loyalty through the post-trust and commitment.

关 键 词：顾客信任 顾客满意 顾客承诺 顾客忠诚 

分 类 号：F274[经济管理—企业管理]