基于客户信任的忠诚形成机制研究

Research on Customer Loyalty-Establishing Mechanisms

客户忠诚可以划分成客户对公司的忠诚和客户对员工的忠诚,这两种忠诚的形成机制是怎样的?哪些因素决定客户对谁忠诚?这两个问题是理论界和实务界普遍面临的难题。文章从信任的角度考察了两种忠诚的形成机制,并基于我国销售企业和服务性企业进行了实证分析。研究结果表明:客户对公司的信任可以导致客户对公司的忠诚;客户对员工的信任可以直接导致客户对员工的忠诚,并通过客户对员工的忠诚的中介作用,间接影响客户对公司的忠诚;企业可以通过信任来影响客户对谁忠诚。

Customer loyalty can be divided into customer＇s loyalty to company and loyalty to employee.What determine to whom customer are loyal？ What is the establishing mechanism of customer loyalty？These two issues are the theoretical and practical challenges.This paper uses the psychology concept of trust to explore the customer loyalty-establishing mechanism and makes an empirical analysis by using the data of China＇s marketing enterprises and service-type enterprises.We find that customer trust in company not only has an impact on customer loyalty to company,but also has an impact on customer loyalty to employee.Customer trust in employee not only directly induces customer loyalty to employee,but also has an indirect impact on customer loyalty to company through customer loyalty to employee.Enterprises can use trust to influence to whom customers are loyal.