品牌信任、顾客满意及关系承诺  

Research on Brand Trust,Customer Satisfaction and Relationship Commitment

作　　者：俞林[1,2] 

机构地区：[1]无锡职业技术学院经济管理学院,江苏无锡214121 [2]东华大学旭日工商管理学院,上海市201620

出　　处：《中国流通经济》2015年第3期101-107,共7页China Business and Market

基　　金：国家社科基金项目"区际产业转移及其对区域经济关系的影响"(项目编号:10BJL044);教育部人文社会科学项目"新型城镇化进程中农村转移劳动力职业教育研究"(项目编号:14YJC880118);江苏省高校哲学社会科学基金项目"消费者对碳标签食品的认知及支付意愿研究"(项目编号:2013SJB6300092)的研究成果之一

摘　　要：基于消费者认知与情感层面,可从消费者与品牌的互动关系入手,将品牌信任划分为转移信任、经验信任两种类型。数据分析表明,对品牌信任的这种新划分存在于消费者与品牌的交互过程之中,不仅具有合理性,而且具有深远的理论意义。数据拟合分析结果表明,转移信任对顾客满意的直接作用非常明显,转移信任能够引起顾客满意,同时顾客满意对经验信任的作用也非常强,顾客满意能够导致经验信任。关系承诺与顾客满意度及经验信任之间存在因果关系,但也会受到其他因素影响,因此即使消费者对品牌产品满意或获得了经验上的信任,也不一定会长期使用或推荐某个品牌的产品。鉴于此,为更好地建立、发展并保持消费者与企业间的长期关系,改善品牌管理方面存在的不足,企业要适时调整营销战略与策略。一要重视消费者转移信任的建立,关注实质的产品质量与服务,关注顾客需求,为顾客解决消费过程中出现的问题,通过建立企业品牌信任,提高顾客满意度;二要培养具备专业知识的业务人员,为消费者提供准确而有价值的产品信息,赢得消费者信任,强化企业与消费者之间的关系,维持企业与顾客之间的长久关系;三要选择有效的途径进行品牌传播,举办吸引消费者参与的活动等,从建立品牌信任开始进行新产品、新品牌的市场开拓。From the view of customer perception and emotion,and the interactive relation between consumers and brand, we can divide brand trust into transfer trust and experience of trust,which is not only rational,but also of great theoretical significance. Data fitting analysis shows that the direct effect of transfer trust on customer satisfaction is very obvious;transfer trust can lead to customer satisfaction;at the same time,customer satisfaction has significant effect on experience of trust;and customer satisfaction can lead to experience of trust. There are causal relationship between relationship commitment and customer satisfaction,and between relationship commitment and experience of trust;but relationship commitment will be affected by other factors;though the customer is satisfied with brand products or gain the experience of trust,it is uncertain that they will use or recommend products of that certain brand in the long term. To better establish,develop and maintain the long-term relation between consumers and enterprises and solve the problems in brand management,the enterprises should adjust their marketing strategy and tactics. First,they should pay more attention to the establishment of transfer trust,and improve customer satisfaction by establishing enterprises brand trust. Second,they should cultivate more professionals with specific knowledge,provide customers with accurate and valuable product information,win the trust of customers,strengthen relation between enterprises and customers,and maintain the long-term relation between enterprises and customers. And third,they should choose the effective way to popularize their brands,hold more attractive events and exploit market for new product and new brand by establishing brand trust.

关 键 词：品牌信任 顾客满意 关系承诺 转移信任 经验信任 

分 类 号：F713.50[经济管理—市场营销]