本文選題：顧客自發(fā)行為 + 顧客—企業(yè)認同��； 參考：《北京工商大學學報(社會科學版)》2016年05期

【摘要】：學界與業(yè)界均已認識到服務情境下顧客自發(fā)行為的重要性,但已有研究未能合理解答"究竟是什么驅(qū)動了顧客自發(fā)行為"這一關(guān)鍵問題。文章基于社會認同理論,提出顧客—企業(yè)認同是顧客自發(fā)行為的直接驅(qū)動因素,以服務員工的顧客導向為基礎,考量顧客—企業(yè)認同在顧客滿意與顧客自發(fā)行為(包括口碑、顧客合作、顧客參與三個維度)關(guān)系中的作用機理。以零售銀行業(yè)為背景的實證研究結(jié)果表明:基于關(guān)系營銷范式的顧客—企業(yè)認同是影響顧客口碑與顧客參與的最直接、最重要因素;基于傳統(tǒng)交易營銷范式的顧客滿意必須借助于顧客—企業(yè)認同的作用才能對顧客口碑和顧客參與產(chǎn)生影響;服務員工的顧客導向是影響顧客合作的最重要因素。本研究對亟須增加顧客自發(fā)行為以提升競爭力的服務企業(yè)具有重要啟示。
[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.
【作者單位】： 南開大學經(jīng)濟學院;復旦大學服務營銷與服務管理研究中心;北京工商大學商學院;
【基金】：國家自然科學基金項目(71372098;71232008)
【分類號】：F274

【相似文獻】

相關(guān)期刊論文 前2條

1 張廣玲;郭志賢;;顧客自發(fā)行為維度及影響因素研究[J];珞珈管理評論;2009年02期

2 ;[J];;年期

，

本文編號：1997815