海外客户参与视角下的远程客户信任构建机制——基于外贸企业艾永特和海安格力的双案例研究  

The Construction Mechanism of Remote Customer Trust from the Perspective of Overseas Customer Participation——A Double Case Study Based on Foreign Trade Enterprises MT and HG

作　　者：许晖[1] 丁超 王亚君 张超敏 XU Hui;DING Chao;WANG Yajun;ZHANG Chaomin(Nankai University,Tianjin,China)

机构地区：[1]南开大学商学院,天津市300071

出　　处：《管理学报》2020年第9期1277-1286,共10页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71472097,71972110)。

摘　　要：基于国际化进程理论,从企业利用海外客户参与的研究视角,探讨远程客户信任的构建机制。通过两家外贸企业的案例研究发现:远程客户信任包括认知信任和情感信任,注重长期价值和共同愿景;关系承诺、海外客户参与和吸收能力是构建远程客户信任的关键要素,企业利用海外客户参与和吸收能力的互动演化提升客户价值和情感联系,从而构建远程客户信任;关系承诺为企业推动或拉引海外客户参与创造条件,海外客户参与为企业吸收能力提供获取、消化、重构或创新海外客户知识的机会,吸收能力提高企业的价值创造水平,并为企业采取进一步的关系承诺提供参考依据。Based on the theory of internationalization process,this study discusses the construction mechanism of remote customer trust from the perspective of using overseas customer participation.Through the case studies of two foreign trade enterprises,the results show that remote customer trust includes cognitive trust and emotional trust,which focuses on long-term value and common vision;relationship commitment,overseas customer participation and absorption capacity are the key elements to build remote customer trust;enterprises use the interaction between overseas customer participation and absorption capacity to improve customer value and emotional relationship,and build remote customer trust;relationship commitment creates conditions for pushing or pulling overseas customer participation,and overseas customer participation provides opportunities for enterprises to absorb,digest,reconstruct or innovate the overseas customer knowledge,and absorption capacity improves the value creation level of enterprises and provides a reference for the enterprises to adopt further relationship commitments.

关 键 词：远程客户信任 海外客户参与 关系承诺 吸收能力 

分 类 号：C93[经济管理—管理学]