企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据

The Impact of Corporate Image on Customer Attitudinal Loyalty and Behavioral Loyalty:Evidence from China's Retail Banking Industry

企业形象在学界与业界已经成为一个重要议题,但企业形象与顾客忠诚之间的确切关系尚未得到深入研究。本文探讨了企业形象通过顾客价值和顾客满意对顾客忠诚的作用机理。以零售银行业为刺激物的实证研究结果表明:(1)企业形象不但直接正向影响顾客态度忠诚,而且通过顾客价值和顾客满意间接地正向影响顾客态度忠诚;(2)企业形象是最重要的顾客态度忠诚决定因素;(3)顾客态度忠诚是联结企业形象、顾客价值、顾客满意与顾客行为忠诚的唯一中介因素。本研究对于推动我国零售银行业用心塑造积极的企业形象具有重要启示。

The importance of corporate image has been recognized by researchers and practitioners, but the relationships between corporate image and customer loyalty are not researched deeply. This paper investigates the influencing mechanism by which corporate image has an effect on customer loyalty via customer value and customer satisfaction. This study finds that corporate image has a positively direct influence on customer attitudinal loyalty, as well as an indirect effect via customer value and customer satisfaction, corporate image is the most important determinant of customer attitudinal loyalty, and customer attitudinal loyalty is the solely mediator among corporate image, customer value, customer satisfaction and customer behavioral loyalty. This study has an important implication in motivating China＇ s retail banks to build a positive corporate image.