企业声誉对顾客公民行为的影响研究

发布时间：2018-03-13 02:09

本文选题：企业声誉　切入点：顾客承诺　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着服务产业全球化趋势的加强,为了能在日趋激烈的竞争市场中获取优势,服务企业关注的焦点从产品转向顾客。尤其是随着个性化服务时代的到来,顾客在服务生产和传递过程中扮演着越来越重要的角色,顾客行为对企业的影响越来越大。而顾客公民行为作为重要的有利于企业的顾客角色外行为,对企业的经济效益和社会效益有重要的影响。顾客行为的研究是近年来营销领域研究的焦点之一,起初的研究主要关注顾客在产品和服务使用过程中表现出的行为。随着顾客在企业产品和服务传递中参与行为的逐渐增加,顾客被越来越多的企业当作“兼职员工”,顾客角色外的行为得到越来越多的关注。因此,对于顾客行为的研究也从顾客角色内行为的研究延伸到顾客角色外行为的研究,即顾客公民行为的研究。本研究通过对国内外有关企业声誉、顾客承诺、顾客公民行为和调节聚焦的文献资料予以回顾,在以往相关理论和研究成果的基础上,建立企业声誉、顾客承诺、顾客公民行为和调节聚焦的概念模型与研究假设,探讨企业声誉对顾客公民行为的影响、顾客承诺的中介作用以及调节聚焦的调节作用。本研究以超市顾客为调查对象,收集了270个有效样本数据,并运用SPSS 17.0和Amos 22.0对概念模型和研究假设进行验证,得出以下结论:(1)认知声誉和情感声誉均对顾客承诺存在正向影响;(2)认知声誉对推荐行为和助人行为有正向影响,认知声誉对反馈行为不存在显著影响,而情感声誉对推荐行为、助人行为和反馈行为均有正向影响;(3)顾客承诺对顾客公民行为的三个维度推荐行为、助人行为和反馈行为均存在显著影响;(4)顾客承诺对认知声誉和推荐行为起部分中介作用,对认知声誉和助人行为起完全中介作用;顾客承诺对情感声誉和推荐行为、情感声誉和助人行为均起部分中介作用;而顾客承诺对认知声誉和反馈行为、情感声誉和反馈行为都不存在中介作用;(5)促进聚焦、预防聚焦对企业声誉和顾客承诺都不存在调节作用;促进聚焦对企业声誉和顾客公民行为有正向调节作用,而预防聚焦对企业声誉和顾客公民行为有负向调节作用。
[Abstract]:With the globalization trend of service industry, in order to gain advantages in the increasingly fierce competitive market, the focus of service enterprises has shifted from products to customers, especially with the arrival of the era of personalized service. Customers play more and more important roles in the process of service production and delivery, and customer behavior has more and more influence on enterprises. The research of customer behavior is one of the focuses in the field of marketing in recent years. The initial study focused on the behavior of customers in the process of using products and services. With the increasing participation of customers in the delivery of products and services in enterprises, Customers are regarded as part-time employees by more and more enterprises, and more and more attention is paid to the behavior of customers outside their roles. Therefore, the research on customer behavior extends from the study of behavior within customer roles to the study of behavior outside customer roles. This study reviews the literature on corporate reputation, customer commitment, customer citizenship behavior and regulatory focus at home and abroad, and establishes corporate reputation on the basis of previous relevant theories and research results. The conceptual models and hypotheses of customer commitment, customer citizenship behavior and regulatory focus, and the effects of corporate reputation on customer citizenship behavior are discussed. In this study, 270 valid sample data were collected, and SPSS 17.0 and Amos 22.0 were used to verify the conceptual model and research hypotheses. The following conclusions are as follows: (1) Cognitive reputation and emotional reputation have positive effects on customer commitment. 2) Cognitive reputation has positive influence on recommendation behavior and helping behavior, cognitive reputation has no significant effect on feedback behavior, but emotional reputation has positive effect on recommendation behavior. (3) the three dimensions of customer commitment to customer citizenship behavior, and both helpful behavior and feedback behavior have significant effects on cognitive reputation and recommendation behavior. 4) customer commitment plays an intermediary role in cognitive reputation and recommendation behavior. Customer commitment plays a partial intermediary role in emotional reputation and recommendation behavior, emotional reputation and helping behavior, while customer commitment plays a role in cognitive reputation and feedback behavior. Emotional reputation and feedback behavior have no intermediary role to promote focus, prevention focus has no regulatory effect on corporate reputation and customer commitment, and promotion focus has positive regulatory effect on corporate reputation and customer citizenship behavior. Prevention focus has a negative effect on corporate reputation and customer citizenship behavior.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

【参考文献】