关系利益对顾客忠诚度影响的变化--顾客与员工间个人熟悉度的调节作用研究  

The Change of the Impacts from Relational Benefits on Customer Loyalty:A Study on the Moderation Effects of Interpersonal Familiarity Between Customers and Employees

作　　者：宋亦平[1] 许诺 严秀茹 Song Yiping;Xu Nuo;HsiuJu Rebecca Yen(Fudan University,Shanghai,China;Univeristy of New South Wales,Sydney,Australia;National Central University,Taiwan)

机构地区：[1]复旦大学管理学院市场营销系 [2]Mphil in Marketing,Univeristy of New South Wales [3]台湾中央大学资讯管理学系

出　　处：《营销科学学报（辑刊）》2009年第3期70-86,共17页Journal of Marketing Science

基　　金：国家自然科学基金资助项目(项目号:70602025)研究成果.

摘　　要：企业与顾客间的长期关系受到顾客与员工之间个人关系的影响.本文通过深度访谈和问卷调研,研究了顾客同服务人员之间的个人熟悉度是否会影响各关系利益对于顾客忠诚度的作用,结果表明随着顾客和员工个人熟悉度的提高,信任利益的作用会减弱,而社会利益的作用会加强,熟悉度对于特殊待遇利益的影响力不存在显著的调节作用.The interpersonal relationships between employees and customers have impacts on customcrs’long-tcrm relationships with service companies."Through in-depth interviews and a questionnaire survey,we studied the moderation effects of interpersonal familiarity between customers and employees toward the impacts from relational benefits to customer loyalty."The result indicates that with the increase of interpersonal familiarity,the effect from the confidence benefits decrease and that from the social benefits increase."The non-significant moderation effect on the relationship between special treatment benefits and customer loyalty is verified.

关 键 词：个人间熟悉度 关系利益 顾客忠诚度 

分 类 号：F27[经济管理—企业管理]