企业—顾客互动行为对顾客再惠顾意愿的影响研究

发布时间：2018-08-30 09:01

【摘要】：现如今,随着web2.0网络互动技术的快速发展与网络购物的普及,市场竞争日趋激烈,产品与服务同质化的现象越来越严重,通过采用以产品和服务为重点的营销策略来吸引顾客的持续注意已经变得举步维艰,然而企业若具有与顾客进行成功互动的能力,则会使它们与众不同。以往的研究也发现,企业与顾客的互动能够有效的改善顾客关系。因此,本文在这样的背景下,基于顾客信任与顾客承诺的视角,根据S-O-R理论构建并实证检验了企业—顾客互动行为(人员识别、顾客授权、权威互动)对顾客再惠顾意愿影响的理论模型。本研究以淘宝(天猫)的顾客为调研对象,通过在线问卷调查的方式收集数据。利用SPSS18.0软件和Smart PLS2.0软件来分析数据,并对假设进行检验。本文得出了一些重要的结论:顾客授权可显著提升顾客对企业的信任,但是对顾客承诺的积极作用不显著;权威互动可提升顾客对企业的信任与承诺水平;顾客信任与承诺是提升再惠顾意愿的重要因素,并且是顾客授权与权威互动影响再惠顾意愿的有效中介;人员识别对顾客信任与顾客承诺的影响均不显著,并且对顾客再惠顾意愿具有负向直接影响。根据研究结果,本文提供了以下管理建议:(1)重视企业—顾客互动行为对于维系顾客的作用;(2)积极地实施权威互动,以提升顾客信任与承诺,进而提高顾客再惠顾意愿;(3)重视顾客授权的实施,这样可以提高顾客信任水平,进而增强其再惠顾意愿;(4)企业或商家与在线顾客进行互动时,要谨慎选择并密切监控人员识别这一互动工具。
[Abstract]:Nowadays, with the rapid development of web2.0 network interactive technology and the popularization of online shopping, the market competition is becoming increasingly fierce, and the phenomenon of homogenization of products and services is becoming more and more serious. It has become difficult to attract customers' continuous attention by adopting the marketing strategy focusing on products and services. However, if enterprises have the ability to interact successfully with customers, it will make them different. Previous research also found that the interaction between enterprises and customers can effectively improve customer relations. Therefore, in this context, based on the perspective of customer trust and customer commitment, this paper constructs and empirically tests business-customer interaction behavior (personnel identification, customer authorization) according to S-O-R theory. Authority interaction) the theoretical model of the influence on the customer's repatronage intention. This research takes Taobao (Tmall) customer as the research object, collects the data through the online questionnaire. SPSS18.0 software and Smart PLS2.0 software are used to analyze the data and test the hypothesis. This paper draws some important conclusions: customer authorization can significantly enhance customer trust in enterprises, but the positive role of customer commitment is not significant, authority interaction can enhance customer trust and commitment level. Customer trust and commitment is an important factor to improve the repatronage willingness, and it is an effective medium for the interaction between customer authorization and authority to influence re-patronage willingness, and the impact of personnel identification on customer trust and customer commitment is not significant. And the customer again patronage intention has the negative direct influence. Based on the results of the study, this paper provides the following management suggestions: (1) emphasizing the role of enterprise-customer interaction in maintaining customers; (2) actively implementing authoritative interaction to enhance customer trust and commitment. And then improve customer repatronage willingness; (3) attach importance to the implementation of customer authorization, which can improve the level of customer trust, and then enhance their repatronage willingness; (4) when enterprises or businesses interact with online customers, Choose carefully and closely monitor the person to identify this interactive tool.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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