关系利益对关系质量影响的实证研究——基于银行服务业背景下客户性别的调节效应

Empirical Analysis of Relational Benefits and Relationship Quality——Based on the Moderation Effect of Customer Gender

在服务业顾客关系管理中,关系利益对关系质量的影响极为重要。在系统回顾以往文献的基础上,针对关系收益对于关系质量的影响进行了研究,剖析了客户性别扮演的调节作用,并构建了调节作用模型。同时,以转型经济下中国银行服务业为研究背景,从顾客视角收集数据,对相关假设进行了实证检验。实证结果显示,客户性别在承诺模型中的调节作用全部显著,而在信任模型中仅有部分调节作用显著。

As the research and practice of customer relationship management developed and matured,the roles of customer gender in it has been focused attention on by the scholars and managers.Based on the systematic literature review,the moderation effect of customer gender on the relationship of relationship benefit and relationship quality IS shed light on,and the model was constructed.Meanwhile,using the empirical research data from Chinese bank industry,the hypotheses were tested from the perspective of customer.The results show that all the moderation effects are significant in the commitment model,but only part are significant in the trust model.