关系中断情境下的顾客维系——供应商双策略对关系不确定性的影响研究  

How to Retain Our Customer under the Condition of Relationship Disruption:Research on Manufacturer’s Dual Strategy on Relational Uncertainty

作　　者：张慧[1] 王怡莹 ZHANG Hui;WANG Yiying(School of International Business,Hainan University,Haikou,Hainan570228)

机构地区：[1]海南大学国际商学院,海南海口570228

出　　处：《管理现代化》2024年第6期78-87,共10页Modernization of Management

基　　金：国家自然科学基金地区项目“权力合法性对营销渠道绩效的影响研究——基于弱势方合作的视角”(71862010);海南省自然科学基金高层次人才项目“‘关系取向’特征情境下商业友谊对顾客忠诚的作用机制研究”(623RC459)。

摘　　要：在高的销售人员流动性趋势之下,销售人员和顾客之间的关系中断频繁发生。这给组织间关系管理带来严峻挑战,其主要表现在关系不确定性的增加,而过高的关系不确定性会成为供应商维系顾客关系的一大障碍。本文以关系中断为研究情境,从组织顾客的视角切入,检验了组织顾客对供应商的忠诚策略和沟通策略的感知对其关系不确定性的影响作用,以及群体一致性与解释充分性在其中的中介效应。本研究通过对329家样本企业的问卷调查得出结论:顾客-企业忠诚能降低关系不确定性,而顾客-员工忠诚会提高关系不确定性;有效和及时的沟通策略能降低组织顾客的关系不确定性;忠诚和沟通对关系不确定性的影响过程分别通过群体一致性和解释充分性来传导。With the tendency for high turnover of salespeople,relationship disruptions between salespeople and customers have occurred generally,which will bring challenges to inter-organizational relationship management,such as relational uncertainty.However,excessive relational uncertainty will become a major obstacle for company to maintain customer relationships.This study examines the influence of loyalty strategies and communication strategies on the relational uncertainty of organizational customers from the perspective of organizational customers,and the mediating effects of group consistency and explanatory adequacy.Based on the questionnaires from 329 sample enterprises,this study has found that,first,the loyalty strategies from the company can reduce the relational uncertainty,while the loyalty strategies from the salespeople can increase the relational uncertainty.Second,communication strategies of effectiveness and timeliness can reduce the relational uncertainty of organizational customers.Third,group consistency and explanatory adequacy mediate the process of loyalty strategies and communication strategies on relational uncertainty respectively.

关 键 词：关系中断 组织顾客 关系不确定性 忠诚策略 沟通策略 

分 类 号：F273.7[经济管理—企业管理]