客户关怀构成因素与关系质量的影响研究  

An Empirical Study on the Effects of Customer Care on Relationship Quality

作　　者：肖阳[1] 谢莉莉[2] 

机构地区：[1]福州大学管理学院,福州350002 [2]福州大学阳光学院,福州350015

出　　处：《管理科学》2012年第6期75-85,共11页Journal of Management Science

基　　金：国家自然科学基金(71073023;71172085);福建省社会科学规划重大项目(2011Z010)~~

摘　　要：新技术和产品同质化使企业从传统的产品竞争和服务竞争发展到客户资源的竞争,争夺并维系客户很大程度上决定了企业的利润和发展前景。基于对顾客价值和客户关怀等理论的文献回顾和梳理,提出客户关怀概念和构成因素,构建客户关怀对关系质量的影响模型,选取全球通客户进行抽样调查和实证分析。研究结果表明,客户关怀的四要素与关系质量的三要素之间均存在正向影响,其中社会价值对关系质量的总体影响最大,知识价值对关系质量的总体影响最小,回馈价值和移情价值对关系质量的总体影响处于中等程度。Under the changing environment of domestic and international market including new technology and product homogenei- ty, enterprise change their competitive strategies from product competition to striving for and maintaining customers which greatly influence the enterprises＇ profits and future. This paper tentatively proposes the construct and composition of “customer care” based on literature reviews on customer value and customer care theories. This paper also establishes a basic theoretical model that describes the effects of customer care on relationship quality. By sampling among the pool of China mobile global customers, this paper found the four key elements of customer care has positive influence on the relationship quality, which consists of three factors. Eventually, it finds that the overall impact of the social value to the quality of relationship is the largest, the value of knowledge to the quality of the relationship is the smallest, and the feedback value and empathetic value to it is moderate.

关 键 词：客户关怀 客户回报计划 关系质量 顾客价值 

分 类 号：F713.50[经济管理—市场营销]