服务质量、私人关系对顾客忠诚的影响研究

The Impacts of Service Quality and Guanxi on Customer Loyalty

服务质量和顾客忠诚是企业获得竞争优势的法宝,而私人关系作为中国企业管理中独特的要素受到越来越多的关注,揭示三者之间的内在联系对于提升服务企业绩效及丰富相关管理理论十分重要。本文以服务行业为研究对象,研究服务质量、私人关系对顾客忠诚的影响。数据分析结果表明,企业的服务质量和顾客与服务人员私人关系都正向影响顾客对企业的忠诚,企业的服务质量有助于提升顾客与服务人员的私人关系,在企业一致性高的情况下,顾客与服务人员私人关系对顾客对企业忠诚有更大的影响。这些发现对于提升顾客忠诚有一定的借鉴意义,也有助于丰富中国情境下的本土化理论。

Service quality and customer loyalty has a positive impact for enterprises to gain competitive advantage.Guanxi,as a unique element in Chinese enterprise management,is receiving more and more attention.Revealing the internal relationship between the three factors is very important for improving the performance of service enterprises and enriching the Chinese theory.This paper takes the ser vice industry as the research object and studies the impact of service quality and Guanxi on customer loyalty.The results of data analy sis show that the service quality of the enterprise and Guanxi between the customer and the service personnel positively affect the cus tomer’s loyalty to the enterprise.The service quality of the enterprise helps to enhance the Guanxi between the customer and the ser vice personnel.In the case of high corporate consistency,Guanxi between the customer and the service personnel has a greater impact on the customer’s loyalty to the enterprise.These results have certain sense for enhancing customer loyalty,and also can help to enrich the localization theory in the Chinese context.