零售企业顾客认同模型的构建  

A Theoretical and Empirical Research on the Formation of Customers' Identification of Retailing Enterprises

作　　者：苏雪梅[1] 杨德宏[2] 

机构地区：[1]中国青年政治学院公共管理系,北京100089 [2]中国人民大学商学院,北京100872

出　　处：《广东商学院学报》2013年第3期52-60,共9页Journal of Guangdong University of Business Studies

基　　金：国家自然科学基金青年项目(71102026)

摘　　要：作为个人与组织之间关系的桥梁,顾客对企业的认同对顾客的态度、顾客的购买行为及企业的绩效有正向影响,是企业进行顾客关系管理需要关注的重要方面。为此,需要构建一个以顾客认同为基础的顾客关系分析框架,考察企业身份、企业形象、企业社会责任等因素如何影响顾客认同的水平,以及这种认同对顾客购买意向和口碑传播的进一步影响。以零售企业为对象的实证结果表明:企业身份、企业形象对顾客认同有正向影响,企业社会责任对顾客感知企业形象有正向影响;顾客认同对顾客的购买意向和顾客的口碑传播有正向影响。因此,企业可以通过影响顾客认同的形成因素来强化顾客认同,进而增进顾客对企业及其产品的忠诚。As one of the important aspects of customer relationship management,customer-company identification is a bridge between individuals and organizations,which has a positive effect on the attitude and purchase intention of customers and the performance of companies.It is necessary to construct a framework of CRM based on customers＇ identification including the antecedents and consequences of customer-company identification.This framework studies how company identity,company image and CSR influence the degree of customer-company identification,and how the identification affects customers＇ purchase intention and WOM.The empirical test results show that company identity and image have significant influences on customer-company identification,while CSR has a positive influence on customers＇ perceiving of company image,and customer-company identification has a positive influence on customers＇ purchase intention and WOM.Thus,companies can improve customer-company identification by affecting those formation factors of identification,so as to enhance the loyalty of customers to them and their products.

关 键 词：顾客认同 顾客关系管理 社会认同理论 企业社会责任 企业形象 企业身份 

分 类 号：F721[经济管理—产业经济] F274F224