服务情境下的顾客自发行为及其影响因素研究——基于顾客—企业认同的中介作用

发布时间：2018-06-08 23:57

本文选题：顾客自发行为 + 顾客—企业认同　；参考：《北京工商大学学报(社会科学版)》2016年05期

【摘要】：学界与业界均已认识到服务情境下顾客自发行为的重要性,但已有研究未能合理解答"究竟是什么驱动了顾客自发行为"这一关键问题。文章基于社会认同理论,提出顾客—企业认同是顾客自发行为的直接驱动因素,以服务员工的顾客导向为基础,考量顾客—企业认同在顾客满意与顾客自发行为(包括口碑、顾客合作、顾客参与三个维度)关系中的作用机理。以零售银行业为背景的实证研究结果表明:基于关系营销范式的顾客—企业认同是影响顾客口碑与顾客参与的最直接、最重要因素;基于传统交易营销范式的顾客满意必须借助于顾客—企业认同的作用才能对顾客口碑和顾客参与产生影响;服务员工的顾客导向是影响顾客合作的最重要因素。本研究对亟须增加顾客自发行为以提升竞争力的服务企业具有重要启示。
[Abstract]:Both academia and industry have realized the importance of customer spontaneous behavior in the service situation, but some researches have failed to answer the key question of "what drives customer spontaneous behavior". Based on the theory of social identity, this paper puts forward that customer-enterprise identity is the direct driving factor of customer spontaneous behavior. Based on the customer orientation of service staff, this paper considers the relationship between customer satisfaction and customer spontaneous behavior (including word of mouth). Customer cooperation, customer participation in the three dimensions) the mechanism of action in the relationship. The empirical results based on retail banking show that customer-enterprise identity based on relationship marketing paradigm is the most direct and important factor that affects customer reputation and customer participation; Customer satisfaction based on traditional transaction marketing paradigm must rely on the role of customer-enterprise identity in order to have an impact on customer reputation and customer participation. Customer orientation of service staff is the most important factor affecting customer cooperation. This study has important implications for service enterprises that need to increase customer spontaneous behavior to enhance their competitiveness.
【作者单位】：南开大学经济学院;复旦大学服务营销与服务管理研究中心;北京工商大学商学院;
【基金】：国家自然科学基金项目(71372098;71232008)
【分类号】：F274

【相似文献】