客户对雇员的个人忠诚与企业绩效关系研究——基于中国“关系”情境下的多重案例研究

The Research on the Relation between Customer's Loyalty to Employees and Company's Performance in the Chinese Changing Economy——Cases Study in Chinese "Relations" Context

客户忠诚可以划分为客户对公司的忠诚和客户对雇员的忠诚,在转中国"关系"文化情境下,许多企业存在更多的是客户对雇员的个人忠诚。但这种个人忠诚是否有利于提高企业的绩效?是我国许多企业面临的十分严峻的现实问题。本文在相关理论研究回顾的基础上,针对这个问题进行了多重案例研究。研究发现在企业发展的不同阶段,客户对雇员的个人忠诚对企业绩效有不同的影响;管理者应根据企业发展的不同阶段,对客户-雇员忠诚进行有效的管理,充分发挥其对企业绩效的积极作用。

There are two types of customer loyalty. One is loyalty to employees and the other is loyalty to company. Customer loyalty to the staff mainly exists in many Chinese companies. What is the relationship between customer loyalty to employees and company performance？ A lot of Chinese companies are facing this question. Through the cases study of this paper, we find that customer loyalty to the staff has different influences on enterprises＇ performance at different stages. So, managers should manage this loyalty at different stages during the enterprise development, in order to control the risks and contribute to performance.