發(fā)布時間：2018-06-08 23:57

  本文選題：顧客自發(fā)行為 + 顧客—企業(yè)認(rèn)同��； 參考：《北京工商大學(xué)學(xué)報(社會科學(xué)版)》2016年05期

【摘要】：學(xué)界與業(yè)界均已認(rèn)識到服務(wù)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(rèn)同理論,提出顧客—企業(yè)認(rèn)同是顧客自發(fā)行為的直接驅(qū)動因素,以服務(wù)員工的顧客導(dǎo)向?yàn)榛�礎(chǔ),考量顧客—企業(yè)認(rèn)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(jī)理。以零售銀行業(yè)為背景的實(shí)證研究結(jié)果表明:基于關(guān)系營銷范式的顧客—企業(yè)認(rèn)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(rèn)同的作用才能對顧客口碑和顧客參與產(chǎn)生影響;服務(wù)員工的顧客導(dǎo)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(wù)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(xué)經(jīng)濟(jì)學(xué)院;復(fù)旦大學(xué)服務(wù)營銷與服務(wù)管理研究中心;北京工商大學(xué)商學(xué)院;
【基金】：國家自然科學(xué)基金項(xiàng)目(71372098;71232008)
【分類號】：F274

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