服务业顾客关系承诺研究——基于中、韩、澳顾客跨文化的比较

A Study on Customer Relationship Commitment in Service Industry:Cross Cultural Comparison among China,Korea and Australia

本文将顾客关系承诺划分为情感性和算计性承诺来构建研究模型,并以中、韩、澳三个国家美发业顾客的调查数据进行假设验证。结果表明:(1)服务质量、信任、缺乏替代分别被确认为情感性、算计性承诺的先行因素,虽然其效果在三个国家都显著,但其影响强度却出现一定的差异。(2)情感承诺对转换意向的负向影响和对溢价支付意向的正向影响在三个国家都非常显著。而且在韩国和澳大利亚,情感性承诺对负面口碑的负向影响效果也显著。(3)在中国和澳大利亚,算计性承诺对转换意向产生正向影响。同时在中国,算计性承诺对溢价支付意向产生正向影响,而在澳大利亚却产生负向影响。另外,算计性承诺对负面口碑的正向影响在三个国家都出现显著效果。

This research sets up and analyzes the model of two different types（affective and calculative） of customer relationship commitment in hairdressing service industry in China,Korea and Australia respectively.The conclusions are as follows：（1）service quality,trust,and alternative scarcity are identified as the common predictors of affective and calculative commitment;moreover,the influence degrees are different in spite of their remarkable effects in the three countries;（2）affective commitment has significantly negative impact on switching intention and positive impact on willingness paying more in the three countries.In addition,affective commitment has negative impact on negative WOM in Korea and Australia;（3）calculative commitment indicates positive influence on switching intention in china and Australia;further,it positively influences willingness to pay a premium in China and negatively in Australia.Additionally,calculative commitment shows positive influence on negative WOM in the three countries.