关系营销对电子零件交易信任的影响  

Impact of Relationship Marketing on Electronic Parts Trading Trust

作　　者：宋洁[1] 

机构地区：[1]河南工程学院人文社会科学学院,河南郑州451191

出　　处：《湖南财政经济学院学报》2014年第4期148-154,共7页Journal of Hunan University of Finance and Economics

基　　金：2014年河南省软科学研究计划项目"基于虚拟体验的网路品牌认知研究"(项目编号:142400410340)

摘　　要：以关系质量作为中间变量,讨论顾客的信任、承诺、满意与关系营销之间的关联性,关系质量与顾客忠诚之间的关联性和关系营销对电子渠道产业的顾客忠诚的影响,实证研究得出互动关系、专业知识和顾客知觉支持都显著影响关系质量。Using relationship quality as an intermediate variable, this paper studies three major contents： the relevance of customer trust, commitment, satisfaction and relationship marketing; the relevance of relationship quality and customer loyalty; influence of relationship marketing on electronic channel industry customer loyalty. The empirical research reaches a conclusion that interactive relationship, professional knowledge andcustomer perceived support all have significant im- pacts onrelationship quality.

关 键 词：关系营销 关系质量 顾客忠诚度 

分 类 号：F274[经济管理—企业管理]