从员工自我披露到顾客忠诚:私域运营模式下品牌关系营销研究  

From Employee Self-disclosure to Customer Loyalty:A Study of Relationship Marketing for Brands under Private Domain Operation Mode

作　　者：孙林辉[1] 金默承 张巍[1] 吴安波 Sun Linhui;Jin Mocheng;Zhang Wei;Wu Anbo(College of Management,Xi’an University of Science and Technology,Xi’an 710054,China)

机构地区：[1]西安科技大学管理学院,西安710054

出　　处：《技术经济》2023年第3期179-191,共13页Journal of Technology Economics

基　　金：国家自然科学基金青年科学基金“移动互联网下基于消费者跨渠道购买行为的多渠道整合策略研究”(71701025);陕西省教育厅科学研究计划“基于深度学习的面孔吸引力与消费行为的关系研究”(20JK0232)。

摘　　要：由于公域流量获客成本剧增,越来越多的商家加入私域流量赛道,以期实现业绩突破,但最终却收效甚微。当关系营销进入私域时代,品牌与顾客的良好关系如何实现,对应的营销策略应如何转变,现有研究还没有明确的结论。因此,文章基于基于B2C关系营销相关理论,通过访谈和问卷收集数据,探究了私域运营模式下品牌员工自我披露行为、关系质量与顾客忠诚之间的关系。结果发现,私域运营模式下品牌员工自我披露正向影响关系质量;关系质量正向影响顾客员工忠诚,继而正向影响顾客品牌忠诚;品牌员工自我披露对关系质量的影响过程中存在关系强度和性别的调节作用。研究结论有助于品牌通过私域平台充分利用员工自我披露行为发挥私域运营模式的优势,提升关系营销效果。Due to the sharp increase of customer acquisition cost of public domain traffic,more and more businesses are endeavoring to the private domain traffic in order to achieve performance breakthrough,but have yielded little by now.When relationship marketing enters the era of private domain,the extant literature shows no clear conclusions on how to realize a good brand-customer relationship and how to change the corresponding marketing strategy.Thus,based on the related theories of B2C relationship marketing,the relationship between brand employees’self-disclosure behavior,relationship quality and customer loyalty under the private domain operation mode was investigated through interviews and questionnaires.The findings suggests that brand employees’self-disclosure positively affects the relationship quality under the private domain operation mode.Relationship quality positively affects customer’s employee loyalty,and then positively affects customer’s brand loyalty.There are moderating effects of relationship strength and gender in the impact of brand employees’self-disclosure on relationship quality.The research conclusion is helpful for businesses to make full use of employees’self-disclosure behavior through the private domain platform to give play to the advantages of the private domain operation mode and improve the outcomes of relationship marketing.

关 键 词：私域运营 B2C关系营销 员工自我披露 关系质量 顾客忠诚 

分 类 号：F713.5[经济管理—市场营销]