信任、关系承诺与正面口碑行为的关系研究

发布时间：2018-04-04 02:33

本文选题：能力信任　切入点：善意信任　出处：《华南理工大学》2013年硕士论文

【摘要】：包括发达国家和发展中国家在内的发展经验数据证实，随着经济的发展，，服务业在国民经济中的所占比重不断上升，并最终占据主导地位，美国等欧美发达国家的服务业占比已经超过70%，服务业的GDP占比已经成为衡量一个国家或地区经济发展水平的重要指标。中国的GDP总量已经超越日本，成为世界第二大经济体，但我国的服务业占比却低于发展中国家的平均水平，鉴于，服务业在国民经济中的重要地位，党中央、国务院高度重视国内服务业发展，发展服务业已经成为我国产业结构优化升级的战略重点。服务业相关研究，成为学术界共同关注的热点。本文以服务业为研究对象，选取美发店作为代表行业，研究与服务企业关系营销绩效有直接影响的信任、关系承诺和正面口碑三者之间的作用关系。通过对前人的研究文献的回顾，构建了信任---关系承诺多维作用模型，构建了相关的11个研究假设。通过问卷进行大样本数据采集，在236份有效数据的基础上，应用SPSS17.0和AMOS17.0工具对相关的假设进行了实证检验，得到了以下结论： 1、信任与关系承诺存在多维—多维的关系。其中能力信任对关系承诺的持续性承诺、情感性承诺、规范性承诺等三个维度具有显著的影响作用。而善意信任主要作用于情感性承诺，对持续性承诺和规范性承诺并没有显著的影响作用。 2、关系承诺的中的持续性承诺、情感性承诺和规范性承诺均对正面口碑行为有显著的影响作用，其中情感性承诺对正面口碑行为的影响作用最明显。 3、本文还验证了男性顾客与女性顾客在正面口碑行为的显著差异。此外，关系长度的不同的新老顾客在情感性承诺、规范性承诺和正面口碑行为中均有显著的差别。根据上述实证研究结论，本文提出了：（1）重视服务能力建设，通过服务能力建设增强顾客对服务企业的能力信任，进而影响顾客的关系承诺和正面口碑行为；（2）加强与顾客的情感联系，通过强化情感互动环节，加强与顾客情感联系；（3）利用长期套餐锁定顾客，通过长期套餐的大幅优惠，来增加顾客转换服务商的机会成本；（4）对男性和女性采取差异化策略，针对性推出女性专用多人套餐，催化女性口碑的传播能量；（5）对新老顾客采取差异化策略，改变“喜新厌旧”的旧观念，发挥老顾客服务经验传播者作用，通过维持老顾客来吸引新顾客，形成良性的循环。
[Abstract]:Data from development experience, including developed and developing countries, confirm that with the development of the economy, the share of the service industry in the national economy has been increasing and eventually occupying a dominant position.The proportion of service industry in the developed countries such as the United States has exceeded 70 percent, and the proportion of GDP in the service industry has become an important indicator to measure the level of economic development of a country or region.China's total GDP has surpassed Japan and become the second largest economy in the world, but China's service sector accounts for less than the average level of the developing countries. In view of the important position of the service industry in the national economy, the CPC Central Committee,The State Council attaches great importance to the development of domestic service industry, and the development of service industry has become the strategic focus of China's industrial structure optimization and upgrading.Related research on service industry has become the focus of common concern in academic circles.This paper takes the service industry as the research object, selects the hairdresser as the representative industry, studies the relationship between trust, relationship commitment and positive word of mouth, which has a direct impact on the relationship marketing performance of the service enterprise.Based on the review of previous literatures, a multi-dimensional model of trust-relationship commitment is constructed, and 11 related research hypotheses are constructed.On the basis of the large sample data collected by questionnaire, this paper uses SPSS17.0 and AMOS17.0 tools to test the hypothesis, and draws the following conclusions:1. There are multi-dimensional relationships between trust and relationship commitment.Ability trust has significant influence on the sustained commitment, affective commitment and normative commitment of relationship commitment.Goodwill trust mainly affects affective commitment, but has no significant effect on sustained commitment and normative commitment.2) persistent commitment, affective commitment and normative commitment have significant effects on positive word-of-mouth behavior, among which affective commitment has the most obvious effect on positive word-of-mouth behavior.3. The paper also verifies the significant difference between male and female customers in positive word-of-mouth behavior.In addition, new and old customers with different relationship length have significant differences in affective commitment, normative commitment and positive word-of-mouth behavior.Based on the above empirical research conclusions, this paper proposes that: 1) pay attention to service capacity building and enhance customer's ability trust in service enterprises through service capacity building.And then influence customer's relationship commitment and positive word of mouth behavior. (2) strengthen emotional contact with customer, strengthen emotional link with customer by strengthening emotional interaction link and make use of long term package to lock in customer, and adopt long term package to offer substantial preferential treatment.To increase the opportunity cost of the customer switching service provider. (4) to adopt a differentiated strategy for men and women, and to launch a special multi-person package for women, thus catalyzing the transmission of energy from female word-of-mouth to new and old customers.Changing the old concept of "liking the new and weariness of the old", giving play to the role of the communicator of the old customer's service experience, and attracting the new customers by maintaining the old customers, forming a virtuous circle.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

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