顾客关系承诺研究:模型与实证

Study on Customer Relationship Commitment:Model and Diagnoses

顾客关系承诺有三个维度,持续性承诺、规范性承诺以及情感性承诺。顾客关系承诺意愿越强,则其转换意图就越弱,忠诚度越高。持续性承诺的影响因素包括转换成本和服务质量;情感性承诺的影响因素包括满意和信任;规范性承诺的影响因素为主观规范。对山东省服务业的调查分析显示,情感承诺、规范化承诺和持续性承诺都与转换意向负相关,但是情感承诺由规范化承诺中介,即情感承诺越强,对服务供应商的规范化承诺越强。主观规范与转换意图之间的关系由规范性承诺中介,信任与转换意图之间的关系由情感承诺中介,转换成本与转换意图之间的关系由持续性承诺中介,服务质量和转换意图之间关系没有由持续性承诺中介。

Three dimensions exist in customer relationship commitment.They are continuance commitment,normative commitment and affective commitment.More customer relationship commitment means less switching intentions and more loyalty.Continuance commitment are effected by switching costs and service quality;Affective commitment are effected by satisfaction and trust;Normative commitment are effected by subjective norms.Research on Shandong service providers proves that continuance commitment,normative commitment and affective commitment are negatively related to switching intentions.Affective commitment are mediated by normative commitment.That is the more affective commitment,the more normative commitment to service providers.Relations between trust and switching intentions are mediated by affective commitment.Relations between switching costs and switching intentions are mediated by continuance commitment.Relations between service quality and switching intentions are not mediated by continuance commitment.