顾客绑定策略对组织绩效的影响研究--以网络零售行业为例  

Effects of Customer Bonding Tactics on Business Performance——Empirical Study in China's E-Tailor Industry

作　　者：张瑞雪[1,2] 董大海[3,2] 巩少伟[1] 冯雪飞[3] 

机构地区：[1]大连民族学院经济管理学院,辽宁大连116600 [2]中国大连高级经理学院,辽宁大连116023 [3]大连理工大学工商管理学院,辽宁大连116024

出　　处：《大连理工大学学报（社会科学版）》2014年第3期69-73,共5页Journal of Dalian University of Technology(Social Sciences)

基　　金：辽宁省教育厅科学研究一般项目:“民族地区城市营销模式研究”(W2013304);中央高校基本科研业务费专项资金资助项目:“民族地区城市营销模式研究”(ZJ13RWQN002)

摘　　要：文章以中国网络零售行业为例,检验顾客绑定策略对组织绩效的影响作用。基于市场导向理论、关系营销理论、交易成本理论和声誉理论构建研究模型并通过调查232家公司实证检验该模型。结果表明:财务绑定策略对组织绩效有正向影响,特别是当网站声誉好时,财务绑定策略能够显著提升组织绩效;社会绑定策略对组织绩效的提升作用最显著,当第三方物流服务质量的不确定性增强时,社会绑定策略对组织绩效的正向影响将会逐渐减弱;结构绑定策略能提升组织绩效,而且当第三方物流服务质量的不确定性增强时,结构绑定策略对组织绩效的影响会增强。This paper examines the effects of bonding tactics on business performance in China＇s e-tailor industry, The authors propose a conceptual framework drawing on the theories of market orientation, relationship marketing, transaction cost and reputation. The authors surveyed 232 firms in China＇s e-tailor industry. The findings suggest that financial bonding tactics has a positive impact on business performance for those e-tailors with high level website reputation, social bonding orientation has a direct and most significant impact on business performance, and an effect of social bonding tactics on business performance is significantly negatively moderated by uncertainty of the third part logistics service quality. Structural bonding tactics has a positive im- pact on business performance. Uncertainty of the third part logistics service quality positively moderates relationship between structural bonding tactics and business performance.

关 键 词：关系营销 网络零售企业 顾客绑定策略 组织绩效 

分 类 号：F724.6[经济管理—产业经济]