基于价值立场倒置的顾客公民行为诱发机制——对流通服务业的实证分析

发布时间：2018-05-19 13:22

本文选题：关系营销活动 + 关系强度　；参考：《中国流通经济》2017年11期

【摘要】：关系营销活动只能在有效激发顾客自发自愿有益于企业组织的公民行为时才最为有效,而顾客公民意识的提高和公民行为的激发必须基于对关系营销活动与顾客公民行为之间关系的深刻认识,必须以基于价值立场倒置的关系营销活动与顾客公民行为之间的作用机理与调节适应性条件为前提。重点选择256名具有流通服务使用经历的消费者进行调研,并利用AMOS等工具分析流通服务人员共情能力在关系营销活动、关系强度、顾客公民行为三者间交互适应的调节影响关系发现,社交性关系营销活动、结构性关系营销活动等非财务性关系营销活动与关系强度及顾客公民行为之间均存在正相关关系,而财务性关系营销活动对二者的影响作用并不显著;基于价值立场倒置的流通服务人员共情能力能够在很大程度上促进社交性关系营销活动对关系强度以及顾客公民行为的正向影响。因此,有效激发顾客公民行为,需要流通服务业管理者提高非财务性关系营销资源投入占比,需要流通服务人员站在顾客的角度和立场来思考和解决问题,从理论和方法入手为流通服务业关系营销战略的制定以及资源的有效配置提供科学有力的支持。
[Abstract]:Relationship marketing activities are most effective only when they are effective in motivating the customer's voluntary citizenship behavior that is beneficial to the business organization. However, the promotion of customer citizenship awareness and the stimulation of citizenship behavior must be based on a profound understanding of the relationship between relationship marketing activities and customer citizenship behavior. It is necessary to take the mechanism of relationship marketing and customer citizenship behavior based on the value position inversion as the premise and to adjust the adaptive conditions. We focus on 256 consumers who have experience in the use of circulation services, and use AMOS and other tools to analyze the empathy ability of circulation service personnel in relation marketing activities, relationship intensity, It is found that there is a positive correlation between non-financial relationship marketing activities such as social relationship marketing activities, structural relationship marketing activities and relationship intensity and customer citizenship behavior. However, the influence of financial relationship marketing on them is not significant. The empathy ability of circulation service personnel based on value position inversion can promote the positive influence of social relationship marketing activities on relationship intensity and customer citizenship behavior to a great extent. Therefore, to effectively stimulate customer citizenship behavior, it is necessary for the managers of the circulation service industry to increase the proportion of non-financial relationship marketing resources, and for the circulation service personnel to think and solve problems from the customer's point of view and position. It provides scientific and effective support for the formulation of relationship marketing strategy and the effective allocation of resources in the circulation service industry from the perspective of theory and method.
【作者单位】：韩国大田大学经营学院;中国社会科学院数量经济与技术经济研究所;河北经贸大学;邢台职业技术学院经济管理系;
【基金】：国家自然科学基金“面向经济复杂性的行为建模与计算实验及应用”(71471177)
【分类号】：F724

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