员工“私有”信任向企业“公有”信任的转移研究  

The Transfer of Customer Trust from Personal to Corporate Level

作　　者：付晓蓉[1] 谢庆红[1] 周南[2,3] 朱慧萍[1] 

机构地区：[1]西南财经大学工商管理学院,成都611130 [2]香港城市大学商学院,香港999077 [3]武汉大学经济管理学院,武汉430072

出　　处：《管理科学》2015年第3期90-101,共12页Journal of Management Science

基　　金：国家自然科学基金(71272244)~~

摘　　要：将中国文化下员工"私有"的顾客信任区分为人情信任和交易信任,探讨这两种信任向企业"公有"信任的转移过程,分析员工与企业间行为相似和精神相似在转移过程中的调节效用。以保险业的顾客为研究对象,采用问卷调查法收回有效问卷205份,运用结构方程模型对员工"私有"信任向企业"公有"信任的转移过程进行实证检验。研究结果表明,顾客与员工间"私有"的人情信任和交易信任对企业"公有"信任有显著正向影响,交易信任部分中介人情信任到企业"公有"信任的转移;员工与企业间行为上的相似性对交易信任到企业"公有"信任的转移有调节作用;员工与企业间精神上的相似性对人情信任到企业"公有"信任的转移有调节作用。研究结论为提高顾客关系管理效率提供了理论思路。As prevalent practice in many Chinese businesses, guanxi has been considered as a key factor in the success of rela- tionship marketing. Yet, few researches have been done in addressing the following question： how does gnanxi affect the transfer process of customer trust from personal level to corporate level？ This paper attempts to examine the transfer process of customer trust from ＂personal＂ level to ＂corporate＂ level. First, we classi- fy customers＇personal trust of employee into two types： renqing-based trust and transaction-based trust by taking the culturally constructed guanxi into consideration. Secondly, an empirical analysis has been conducted to examine the transfer process from the above named two types of ＂personal＂ customer trust into ＂corporate＂ customer trust. In addition, we investigate the modera- ting effects of behavioral similarities and mental similarities between employee and corporate on the trust transfer process. In this study, 205 questionnaires have been collected from customers of insurance companies. A structural equation model has been proposed to evaluate the underlying mechanism of customer trust transfer process. Our empirical results show that although renqing-based trust and transaction-based trust both exhibit significantly positive effects on ＂corporate＂ customer trust, and there is a significant difference between renqing-based trust and transaction-based trust. The transaction-based trust has a partial medi- ating effect on the transfer process from personal renqing-based trust into corporate customer trust. Moreover, the behavioral simi- larities between employee and enterprise have moderating effects on the transfer process from transaction-based trust to ＂corpo- rate＂ customer trust, while the mental similarities between employee and corporate have moderating effects on the transfer process from renqing-based trust to ＂corporate＂ customer trust. Our findings provide insights for managers on how to improve the efficiency of customer re

关 键 词：信任转移 人情信任 交易信任 行为相似 精神相似 

分 类 号：F713.5[经济管理—市场营销]