顾客流失前与企业的关系质量对赢回意向的影响研究  

The Impact of Relationship Quality before Customer Defection on Win-Back Intention

作　　者：刘苇 王宗水[2,3] 赵红 LIU Wei;WANG Zongshui;ZHAO Hong(University of Chinese Academy of Sciences,Beijing,China;Beijing Information Science and Technology University,Beijing,China)

机构地区：[1]中国科学院大学经济与管理学院 [2]北京信息科技大学经济与管理学院,北京市100192 [3]中国科学院大学数学科学学院

出　　处：《管理学报》2020年第6期891-898,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助面上项目(71972175);国家重点研发计划资助项目(2017YFB1400500);北京市教育委员会社科计划资助一般项目(SM201911232005);中国博士后科学基金资助面上项目(2018M641454);北京信息科技大学“勤信人才”培育计划资助项目(QXTCP B201906)。

摘　　要：基于流失顾客受侵犯类型的视角,探讨关系质量对赢回意向影响的边界条件和中介机制。通过两个实验验证关系质量是否会影响顾客的赢回意向,以及感知背叛是否会中介关系质量与受侵犯类型的交互与赢回意向间的关系。研究表明:受侵犯类型在关系质量影响感知背叛和赢回意向的过程中起调节作用,关系质量在可控受侵犯类型下负向作用于顾客赢回意向;高关系质量顾客在可控的受侵犯类型下感知到的背叛更高,因而导致其赢回意向更低;具体赢回策略对赢回意向存在差异性影响,可控受侵犯类型下,对高关系流失顾客而言,道歉策略比经济补偿更有效。The current research examines the impact of relationship quality on the win-back intention of defected customers,moderating roles of transgressions in the relation between relationship quality and win-back intention and mediating roles of perceived betrayal in the above process from the perspective of transgressions by two experiments.The results show that relationship quality plays a key role in customers’win-back intention.Specifically,transgressions moderate the effects of relationship quality on perceived betrayal and on customers’win-back,and when the company has control(vs.uncontrol)over the transgression,relationship quality negatively(vs.positively)affects the customers’win-back intention.The study also verifies that perceived betrayal mediates the above moderation.Furthermore,the study investigates the different effects of win-back strategies on customers’win-back intention.For customers with high relationship quality,an apology strategy is more effective than monetary compensation in the context of controllable transgression.

关 键 词：关系质量 受侵犯类型 感知背叛 赢回策略 顾客赢回意向 

分 类 号：C93[经济管理—管理学]