关系营销中的心理逆反和顾客忠诚研究  

The Role of Customer Reactance: Dark Side of Relationship Marketing as Means to Improve Customer Loyalty

作　　者：李苏超 许世震 赵红 

机构地区：[1]中国科学院大学经济与管理学院,北京100190

出　　处：《数学的实践与认识》2017年第20期283-292,共10页Mathematics in Practice and Theory

摘　　要：关系营销是企业提升顾客忠诚度,维持与顾客长期稳定关系的重要手段.研究引入心理逆反理论探讨了关系营销的负面作用,在文献综述和理论推导的基础上,以商业银行高端客户为样本,分析关系营销策略对顾客状态逆反与顾客忠诚的影响.实证结果表明非物质层面的关系营销策略正向影响状态逆反,而物质奖励可以降低状态逆反;关系营销策略正向影响顾客忠诚,而顾客状态逆反负向影响顾客忠诚,降低了关系营销的效率;顾客的营销契合度对联系沟通与状态逆反关系有着正向的调节作用.结论从一定意义上解释了关系营销效率变化的问题,同时也为商业银行营销行为提供了参考依据.Relationship marketing is widely used to establish, maintain and develop a suc- cessful relationship with customers. This paper focuses on the ＂dark side＂ of relationship marketing in lens of reactance theory. Based on a survey of high-end customers in commer- cial banks in China, this pdper examines the role of customer state reactance in the relation between relationship marketing strategy and customer loyalty. Empirical studies show that all relationship marketing strategies have a positive impact on customer loyalty while cus- tomer state reactance has a negative impact. Communication, Renqing investment, and special treatment, as wet[ as trait reactance have a positive ~mpact on customer state reac- tance while economic rewards have a negative impact. The degree of relationship marketing fit has a positive moderating effect on the relation between communication and customer state reactance. This paper supports and explains former relationship marketing studies; implications for marketing of commercial banks are discussed.

关 键 词：关系营销 心理逆反 顾客忠诚 

分 类 号：F274[经济管理—企业管理]