关系质量对顾客忠诚及口碑影响效果的实证分析被引量：15

Effect of Relationship Quality on Customer Loyalty and Word of Mouth

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摘要关系营销范式下,关系质量是非常重要的一个概念,学术界与企业界均意识到企业要维持与顾客长期的关系,就必须从各个方面来提升二者之间的关系质量。本文以顾客餐厅选择为研究对象,研究了关系质量、以及关系质量的三个维度(信任、满意和承诺)对顾客忠诚和顾客正向口碑的影响效果,实证研究发现,关系质量对顾客忠诚存在显著正向的影响作用,通过顾客忠诚的中介对顾客正向口碑也存在正向的间接作用。同时研究进一步分析了关系质量中信任、满意和承诺三个维度在决定顾客忠诚的过程中不同的重要程度。 Relationship quality is an important concept in relationship marketing paradigm. The academic researchers and managers have been aware that companies want to maintain long-term relationships with customers then they must improve the relationship quality through diverse means. Research has investigated the link between relationship quality with customer loyalty and word of mouth, furthermore, the specific relations between three dimensions of relationship quality （trust, satisfaction and commitment） with customer loyalty were examined. The results show that relationship quality has a positive effect on customer loyalty, which mediates the relationship quality and word of mouth. Trust, satisfaction and commitment dimension have different roles in the process of relationship quality. Implications for research and for the management of relationship quality are discussed.

作者曹忠鹏周庭锐陈淑青

机构地区西南交通大学经济管理学院

出处《预测》 CSSCI 北大核心 2009年第2期9-15,共7页 Forecasting

基金国家自然科学基金重点资助项目(70672021 70672022)

关键词关系质量信任满意承诺顾客忠诚口碑 relationship quality trust satisfaction commitment customer loyalty WOM

分类号 F713.50 [经济管理—市场营销]

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参考文献20

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