B2B下的客户服务与关系质量实证研究

Empirical Study of the Impacts of Customer Service on Relationship Quality in B2B Context

企业与企业间(B2B)长期、紧密的合作关系有助于减少风险和降低交易成本。在已有研究的基础上界定B2B关系质量的定义和基本维度;通过B2B下企业关系特点的分析,着重探讨企业间关系质量维度的选择,确定了B2B关系质量的3个维度,即合作性、适应性和关系氛围;构建B2B环境下客户服务质量与关系质量的概念模型,分别分析B2B物流客户服务与营销客户服务对关系质量的影响。对两家大型零售企业的101家供应商进行实证研究,结果表明,在B2B背景下,无论是物流客户服务质量还是营销客户服务质量都是关系质量的重要前置因素,企业通过提供良好的客户服务可以直接显著地改善企业间的关系质量。

The high quality of relationships of business to business （B2B） can reduce risks and trade costs. So the notion of relational quality from the theory of relationship marketing is increasingly attracting researchers＇ attention. First, the paper reviews the correlative theories of relationship quality, especially discusses the characteristic of enterprise relationship and the dimension of relationship quality in B2B context. Then the paper explores the relationship between customer service quality and relationship quality in B2B context and provided a conceptualization of relationship quality and its possible antecedents, i. e. , the two kinds of customer service quality. Drawing on an empirical based on 101 suppliers questionnaires, the research shows that both the logistic customer service and marketing customer service have a direct positive impact on the relationship quality in B2B context.