B-C环境下顾客网络特征对顾客关系价值的影响——基于服务业的实证研究  

Research on the Influence of Customer Network Characteristics on Customer Relationship Value under B-C Environment——Empirical Study in Service Industry

作　　者：邵景波[1] 陈珂珂[1] 武爱敏[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《预测》2014年第1期27-32,共6页Forecasting

基　　金：国家自然科学基金资助项目(71172155;70802018;71031003);中央高校基本科研业务费专项资金资助项目(HIT.HSS.201104)

摘　　要：任何顾客都是镶嵌在特定顾客网络中的个体,而顾客网络的特征会对网络中顾客的价值感知产生影响,进而影响顾客关系价值。本文系统研究了B-C环境下网络规模、网络密度、网络结构洞和网络中心度等顾客网络特征对信心利益、特殊待遇利益、社会利益和关系成本等顾客关系价值维度的影响,在此基础上提出理论假设,并以服务业为研究对象运用结构方程模型对假设进行了验证。研究结果表明,顾客网络特征能在不同程度上对顾客关系价值维度产生影响,其中对信心利益、特殊待遇利益和社会利益的影响比较显著,而对关系成本的影响不显著。Customers are individuals embedded in specific networks between customers, the characteristics of which will affect customers’ perception of value, and then customer relationship value. This paper systematically analyses the influ-ences of customer network’ s characteristics on the dimensions of customer relationship value under B-C environment. Customer network’ s characteristics include network scale, density, structure hole and center degree;the dimensions of customer relationship value consist of confidence benefits, special treatment benefits, social benefits and relations cost. On this basis, this paper puts forward research hypotheses and uses structure equation model to test the hypotheses with service industry as research object. Empirical results show that each customer network characteristic can affect relations benefits in different degree, among which the influences on confidence benefits, special treatment benefits and social benefits are considerably notable, but the influence on relations cost is not significant.

关 键 词：顾客关系价值 社会网络 网络特征 关系利益 关系成本 

分 类 号：F713.55[经济管理—市场营销]