本文選題：企業(yè)聲譽(yù)　切入點(diǎn)：顧客承諾　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著服務(wù)產(chǎn)業(yè)全球化趨勢(shì)的加強(qiáng),為了能在日趨激烈的競(jìng)爭(zhēng)市場(chǎng)中獲取優(yōu)勢(shì),服務(wù)企業(yè)關(guān)注的焦點(diǎn)從產(chǎn)品轉(zhuǎn)向顧客。尤其是隨著個(gè)性化服務(wù)時(shí)代的到來(lái),顧客在服務(wù)生產(chǎn)和傳遞過(guò)程中扮演著越來(lái)越重要的角色,顧客行為對(duì)企業(yè)的影響越來(lái)越大。而顧客公民行為作為重要的有利于企業(yè)的顧客角色外行為,對(duì)企業(yè)的經(jīng)濟(jì)效益和社會(huì)效益有重要的影響。顧客行為的研究是近年來(lái)營(yíng)銷領(lǐng)域研究的焦點(diǎn)之一,起初的研究主要關(guān)注顧客在產(chǎn)品和服務(wù)使用過(guò)程中表現(xiàn)出的行為。隨著顧客在企業(yè)產(chǎn)品和服務(wù)傳遞中參與行為的逐漸增加,顧客被越來(lái)越多的企業(yè)當(dāng)作“兼職員工”,顧客角色外的行為得到越來(lái)越多的關(guān)注。因此,對(duì)于顧客行為的研究也從顧客角色內(nèi)行為的研究延伸到顧客角色外行為的研究,即顧客公民行為的研究。本研究通過(guò)對(duì)國(guó)內(nèi)外有關(guān)企業(yè)聲譽(yù)、顧客承諾、顧客公民行為和調(diào)節(jié)聚焦的文獻(xiàn)資料予以回顧,在以往相關(guān)理論和研究成果的基礎(chǔ)上,建立企業(yè)聲譽(yù)、顧客承諾、顧客公民行為和調(diào)節(jié)聚焦的概念模型與研究假設(shè),探討企業(yè)聲譽(yù)對(duì)顧客公民行為的影響、顧客承諾的中介作用以及調(diào)節(jié)聚焦的調(diào)節(jié)作用。本研究以超市顧客為調(diào)查對(duì)象,收集了270個(gè)有效樣本數(shù)據(jù),并運(yùn)用SPSS 17.0和Amos 22.0對(duì)概念模型和研究假設(shè)進(jìn)行驗(yàn)證,得出以下結(jié)論:(1)認(rèn)知聲譽(yù)和情感聲譽(yù)均對(duì)顧客承諾存在正向影響;(2)認(rèn)知聲譽(yù)對(duì)推薦行為和助人行為有正向影響,認(rèn)知聲譽(yù)對(duì)反饋行為不存在顯著影響,而情感聲譽(yù)對(duì)推薦行為、助人行為和反饋行為均有正向影響;(3)顧客承諾對(duì)顧客公民行為的三個(gè)維度推薦行為、助人行為和反饋行為均存在顯著影響;(4)顧客承諾對(duì)認(rèn)知聲譽(yù)和推薦行為起部分中介作用,對(duì)認(rèn)知聲譽(yù)和助人行為起完全中介作用;顧客承諾對(duì)情感聲譽(yù)和推薦行為、情感聲譽(yù)和助人行為均起部分中介作用;而顧客承諾對(duì)認(rèn)知聲譽(yù)和反饋行為、情感聲譽(yù)和反饋行為都不存在中介作用;(5)促進(jìn)聚焦、預(yù)防聚焦對(duì)企業(yè)聲譽(yù)和顧客承諾都不存在調(diào)節(jié)作用;促進(jìn)聚焦對(duì)企業(yè)聲譽(yù)和顧客公民行為有正向調(diào)節(jié)作用,而預(yù)防聚焦對(duì)企業(yè)聲譽(yù)和顧客公民行為有負(fù)向調(diào)節(jié)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.
【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】：2015
【分類號(hào)】：F274;F713.55

【參考文獻(xiàn)】

相關(guān)期刊論文 前9條

1 宋揚(yáng);馬欽海;;服務(wù)環(huán)境感知與顧客公民行為傾向關(guān)系的實(shí)證研究[J];東北大學(xué)學(xué)報(bào)(自然科學(xué)版);2012年09期

2 沙振權(quán);周飛;葉展慧;;商業(yè)集聚印象與顧客公民行為的關(guān)系研究:基于調(diào)節(jié)定向的視角[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2013年01期

3 張玉紅;董大海;;顧客公民行為理論研究述評(píng)與展望[J];當(dāng)代經(jīng)濟(jì)管理;2013年03期

4 張玉紅;董大海;劉晟楠;;虛擬社區(qū)顧客公民行為的界定與量表研究[J];大連理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2013年03期

5 劉洪深;汪濤;張輝;;從顧客參與行為到顧客公民行為——服務(wù)中顧客角色行為的轉(zhuǎn)化研究[J];華東經(jīng)濟(jì)管理;2012年04期

6 朱麗葉;;調(diào)節(jié)聚焦理論及其在營(yíng)銷研究中的應(yīng)用[J];經(jīng)濟(jì)經(jīng)緯;2009年05期

7 寶貢敏;徐碧祥;;國(guó)外企業(yè)聲譽(yù)理論研究述評(píng)[J];科研管理;2007年03期

8 王萬(wàn)竹;金曄;姚山季;;調(diào)節(jié)聚焦的操控、測(cè)量以及在營(yíng)銷領(lǐng)域的應(yīng)用述評(píng)[J];華東經(jīng)濟(jì)管理;2012年11期

9 孔德漢;;調(diào)節(jié)聚焦對(duì)網(wǎng)絡(luò)口碑說(shuō)服力的影響[J];合作經(jīng)濟(jì)與科技;2013年20期

相關(guān)博士學(xué)位論文 前1條

1 張楊;中國(guó)企業(yè)聲譽(yù)結(jié)構(gòu)的實(shí)證研究[D];中國(guó)科學(xué)技術(shù)大學(xué);2009年

相關(guān)碩士學(xué)位論文 前2條

1 黃春新;基于消費(fèi)者感知的企業(yè)聲譽(yù)影響因素研究[D];浙江大學(xué);2005年

2 劉志剛;消費(fèi)者視角的企業(yè)聲譽(yù)定量評(píng)價(jià)模型研究[D];浙江大學(xué);2006年

，

本文編號(hào)：1604326