顾客越专业就越不忠诚吗——基于基金投资者顾客专业度悖论的实证研究  

Are More Professional Customers Less Loyalty?An Empirical Study of Paradox of Customer Expertise of Fund Investors

作　　者：黄敏学[1] 周学春[2] 王长征[1] 

机构地区：[1]武汉大学经济与管理学院 [2]清华大学经济管理学院与中国民生银行联合博士后工作站

出　　处：《南开管理评论》2014年第1期105-112,144,共9页Nankai Business Review

基　　金：国家自然科学基金(71372127);教育部新世纪优秀人才项目(NCET-12-0420)资助

摘　　要：在产品专业性强和复杂性高的行业中,企业希望通过对顾客专业知识的培训来提高其忠诚度,然而实际结果却可能事与愿违。这就是所谓的"顾客专业度悖论"现象。本文通过引入关系承诺理论来破解这一悖论,通过对基金投资者的调查分析发现,投资者专业度的影响具有双刃性,即投资者的专业度会通过计算承诺对行为忠诚产生负向影响的同时,又会通过情感承诺对行为忠诚产生正向的影响,其中负向影响大于正向影响,从而形成了以往研究中已被观察却未很好解释的顾客专业度悖论现象;另一方面,无论是通过计算承诺还是情感承诺,投资者专业度对态度忠诚的影响都是正向的。此外,研究还发现专业度高的顾客态度忠诚较高,专业度低的顾客行为忠诚较高。本研究的结论对企业从事顾客专业知识培训和对不同专业度水平的顾客管理具有很好的实践指导意义。For many companies marketing with complex and pro- fessional product, it is a way to enhance customer loyalty through knowledge training. But in fact, this training behavior may have po- tential negative effect on customer loyalty. That is so-called ＂paradox of customer expertise＂. Basing on commitment theory, this paper proposes a mediated model to explain the mechanism of paradox. We introduce two kinds of commitment： affective commitment and calculative commitment which refer to emotional attitude and rational attitude respectively, and predict the more customer ex- pertise will lead to more affective commitment and less calculative commitment. With the distinguishing the two kinds of commitment, sounds we can explore the mechanism of paradox of customer ex- pertise. This paper takes the fund product as the research setting. The most concern is that fund product is a complicated financial product and a credence product, which means that customers cannot effectively judge the quality due to lacking of skills and knowledge. So, the selection of fund product can meet the research require- ments. In order to testify our model, we recruit survey subjects on- line via an official website of a famous fund company in China. In final, we collect 430 answers and eliminate 12 unfinished question- naires. Based on the survey data, we firstly check the reliability and validity of measurement and employ the SEM software to examine and purify the proposed model. Based on the calibrated model, we find investment expertise could influence loyalty through customer commitment, and expertise has a double-edged effect. On the one hand, investment expertise could negatively influence behavior loyalty through calculative commitment; on the other hand, it could positively influence loyalty through affective commitment. And the positive effect is larger than negative effect. This result can ex- plain traditional customer expertise paradox phenomenon. But for attitudinal loyalty, investment expertise only has a positive effect. B

关 键 词：顾客专业度 悖论 承诺 行为忠诚 态度忠诚 

分 类 号：F274[经济管理—企业管理]