关系投资对顾客忠诚的作用及影响研究——基于商业银行的实证分析

The Role of Relational Investment in Customer Loyalty and Its Implications:Empirical Study of Commercial Banks

人际关系沟通、提供特殊的待遇和实质性回馈是商业银行经常采用的关系投资营销策略,信任利益、特殊待遇利益和社会利益是商业银行关系投资的主要关注点,与顾客建立长期稳定的良好关系,必须提升关系质量。研究结论表明,关系投资会正向影响关系利益,不会正向影响关系质量,关系利益正向影响关系质量,关系质量对顾客忠诚有正向影响。

The interpersonal relationship communication, provides the special treatment and the substantive back coupling is the relational investment marketing strategy which the Commercial bank uses frequently, the trust benefit, the special amenities benefit and the social benefit is the Commercial bank relates the investment the main attention spot, establishes the long -term stability with the customer the good relations, must promote the relational quality. The research conclusion indicated that the relational investment to the influence relations benefit, to the influence relations quality, the relational benefit to the influence relations quality, the relational quality is not having the forward influence loyally to the customer.