顾客抱怨处理的公平性与交叉购买关系的实证研究  

An Empirical Research on the Relationship of Justification of Customer Complaint Treatment and Cross-purchase

作　　者：王中江[1] 

机构地区：[1]安徽工程大学人事处,安徽芜湖241000

出　　处：《重庆三峡学院学报》2013年第5期36-39,共4页Journal of Chongqing Three Gorges University

基　　金：安徽省高校省级优秀青年人才基金项目(2011SQRW067);安徽省高校省级优秀青年人才基金项目(2012SQRW069)阶段性成果

摘　　要：在理论研究基础上提出假设,建立模型,通过实证研究得出结论:顾客抱怨处理的公平性与交叉购买呈正相关关系。其中,结果公平、程序公平和互动公平与交叉购买意愿和交叉购买行为呈正相关关系。帮助企业制定有针对性的策略,以提高顾客关系管理技巧,增加企业利润。This paper proposes a hypothesis based on the research, constructs model, and makes the conclusion through an empirical research：justification of the customer complaint treatment has a positive effect on cross-purchase. What’s more, result justification, procedure justification and interaction justification all have a positive effect on cross-purchase will and cross-purchase behavior. It also helps companies to make targeted tactics to enhance customer relationship management skills and increase economic returns.

关 键 词：顾客抱怨 公平性理论 交叉购买 典型相关分析 

分 类 号：F713.55[经济管理—市场营销]