本文選題：能力信任　切入點(diǎn)：善意信任　出處：《華南理工大學(xué)》2013年碩士論文

【摘要】：包括發(fā)達(dá)國(guó)家和發(fā)展中國(guó)家在內(nèi)的發(fā)展經(jīng)驗(yàn)數(shù)據(jù)證實(shí)，隨著經(jīng)濟(jì)的發(fā)展，，服務(wù)業(yè)在國(guó)民經(jīng)濟(jì)中的所占比重不斷上升，并最終占據(jù)主導(dǎo)地位，美國(guó)等歐美發(fā)達(dá)國(guó)家的服務(wù)業(yè)占比已經(jīng)超過(guò)70%，服務(wù)業(yè)的GDP占比已經(jīng)成為衡量一個(gè)國(guó)家或地區(qū)經(jīng)濟(jì)發(fā)展水平的重要指標(biāo)。中國(guó)的GDP總量已經(jīng)超越日本，成為世界第二大經(jīng)濟(jì)體，但我國(guó)的服務(wù)業(yè)占比卻低于發(fā)展中國(guó)家的平均水平，鑒于，服務(wù)業(yè)在國(guó)民經(jīng)濟(jì)中的重要地位，黨中央、國(guó)務(wù)院高度重視國(guó)內(nèi)服務(wù)業(yè)發(fā)展，發(fā)展服務(wù)業(yè)已經(jīng)成為我國(guó)產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化升級(jí)的戰(zhàn)略重點(diǎn)。服務(wù)業(yè)相關(guān)研究，成為學(xué)術(shù)界共同關(guān)注的熱點(diǎn)。 本文以服務(wù)業(yè)為研究對(duì)象，選取美發(fā)店作為代表行業(yè)，研究與服務(wù)企業(yè)關(guān)系營(yíng)銷績(jī)效有直接影響的信任、關(guān)系承諾和正面口碑三者之間的作用關(guān)系。通過(guò)對(duì)前人的研究文獻(xiàn)的回顧，構(gòu)建了信任---關(guān)系承諾多維作用模型，構(gòu)建了相關(guān)的11個(gè)研究假設(shè)。通過(guò)問(wèn)卷進(jìn)行大樣本數(shù)據(jù)采集，在236份有效數(shù)據(jù)的基礎(chǔ)上，應(yīng)用SPSS17.0和AMOS17.0工具對(duì)相關(guān)的假設(shè)進(jìn)行了實(shí)證檢驗(yàn)，得到了以下結(jié)論： 1、信任與關(guān)系承諾存在多維—多維的關(guān)系。其中能力信任對(duì)關(guān)系承諾的持續(xù)性承諾、情感性承諾、規(guī)范性承諾等三個(gè)維度具有顯著的影響作用。而善意信任主要作用于情感性承諾，對(duì)持續(xù)性承諾和規(guī)范性承諾并沒(méi)有顯著的影響作用。 2、關(guān)系承諾的中的持續(xù)性承諾、情感性承諾和規(guī)范性承諾均對(duì)正面口碑行為有顯著的影響作用，其中情感性承諾對(duì)正面口碑行為的影響作用最明顯。 3、本文還驗(yàn)證了男性顧客與女性顧客在正面口碑行為的顯著差異。此外，關(guān)系長(zhǎng)度的不同的新老顧客在情感性承諾、規(guī)范性承諾和正面口碑行為中均有顯著的差別。 根據(jù)上述實(shí)證研究結(jié)論，本文提出了：（1）重視服務(wù)能力建設(shè)，通過(guò)服務(wù)能力建設(shè)增強(qiáng)顧客對(duì)服務(wù)企業(yè)的能力信任，進(jìn)而影響顧客的關(guān)系承諾和正面口碑行為；（2）加強(qiáng)與顧客的情感聯(lián)系，通過(guò)強(qiáng)化情感互動(dòng)環(huán)節(jié)，加強(qiáng)與顧客情感聯(lián)系；（3）利用長(zhǎng)期套餐鎖定顧客，通過(guò)長(zhǎng)期套餐的大幅優(yōu)惠，來(lái)增加顧客轉(zhuǎn)換服務(wù)商的機(jī)會(huì)成本；（4）對(duì)男性和女性采取差異化策略，針對(duì)性推出女性專用多人套餐，催化女性口碑的傳播能量；（5）對(duì)新老顧客采取差異化策略，改變“喜新厭舊”的舊觀念，發(fā)揮老顧客服務(wù)經(jīng)驗(yàn)傳播者作用，通過(guò)維持老顧客來(lái)吸引新顧客，形成良性的循環(huán)。
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F719

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