顾客认同理论研究述评及综合研究框架构建

Building Research Framework on Customer-Company Identification

认同理论是社会学中的重要本源性概念,是个人与组织间关系的一种作用机制,顾客与企业之间也存在着认同的关系,这与企业用营销手段拉动而形成的交易关系是不同的,但对企业绩效会产生影响。本文在梳理顾客与企业认同的相关研究成果的基础上,挖掘了顾客认同的概念渊源和构成要素,构建了顾客—企业认同的前因变量和结果变量的整体框架,并进一步分析了顾客认同的研究意义。

Identification is root constructs in sociology and has been a subtext of the relationship between individual and organization.There is relationship between customer and company tied by identification,which is different from exchange relationship established by marketing tactics.Customer-company identification has effect on organizational performance.Based on the western research papers on identification,this paper identifies the concept of customer-company identification and analyses the factors of identification.The paper also try to construct the framework of customer-company identification including the antecedents and consequences of the construct.At last the paper states the meaning and prospects of this domain.