承诺与信任对顾客消费行为的影响  

The influence of commitment and trust on customer consumption behavior

作　　者：包光明[1] 段美怡 

机构地区：[1]天津公安警官职业学院 [2]天津百利机械装备集团有限公司,天津

出　　处：《决策与信息》2016年第2期117-120,共4页Decision & Information

摘　　要：本文对顾客关系中的承诺与信任内涵进行了阐述，并对承诺与信任等方面对顾客关系管理进行了探讨。最后，本文采用实证研究方法探讨承诺和信任对顾客消费行为的具体影响，以促进企业能够更好地经营顾客关系。研究证实，顾客信任与承诺对于顾客消费行为影响方面存在一样的效应，但也是有一点差别。同时揭示出企业同时构建顾客信任与顾客承诺之重要意义，两者是缺一不可的。提示企业应该积极努力，加大各种投入，建立起顾客信任与顾客承诺，从而促进顾客积极的消费行为。in this paper, the customer relationship commitment and trust in the connotation of the paper, and the commitment and trust in customer relationship management. Finally, this paper uses empirical research methods to explore the specific effects of commitment and trust on customer consumption behavior, in order to promote enterprises to better manage customer relationship. Research has confirmed that customer trust and commitment have the same effect on customer consumption behavior, but there is a little difference. At the same time, it is important to reveal the important meaning of the enterprise at the same time to build customer trust and customer commitment. It is suggested that enterprises should actively strive to increase investment, build up customer trust and customer commitment, so as to promote the positive consumer behavior.

关 键 词：顾客消费行为 顾客信任 顾客承诺 顾客关系管理 经营顾客关系 方法探讨 实证研究 企业 

分 类 号：F713.5[经济管理—市场营销]