融洽关系对顾客虚拟价值创造、顾客满意的影响研究

Effects of Rapport on Customer Perceived Value and Customer Satisfaction

创造和交换虚拟价值已成为广义虚拟经济时代的重要特征,顾客与企业间融洽关系的建立是创造顾客虚拟价值的主要来源。基于此,论文应用服务主导逻辑和关系营销理论,构建融洽关系对顾客感知价值(虚拟价值和使用价值)和顾客满意的影响模型。以北京某品牌汽车4S店为背景展开实证研究。结果表明,融洽关系中的两个维度,即愉悦互动和人际联系既对顾客感知享乐价值(虚拟价值)有着直接显著正向影响;又可通过顾客感知享乐价值对顾客满意产生间接影响。

The generalized virtual economy is characterized by the creation and exchanging of customer perceived virtual value, and rapport between customers and firms is viewed as the main measure to create customer virtual value. Based on the service-dominant logic and relationship marketing theory, the paper develops a model of the different dimensions of rapport affecting customer perceived value （virtual value and economic value） and customer satisfaction. A questionnaire survey was carried out in a 4S shop of a ma-jor automobile manufacturer located in Beijing. Empirical results confirm that：Both enjoyable interaction and personal connection of rapport not only has direct, positive effects on customer perceived hedonic value （virtual value）, but also exerts an indirect effect on customer satisfaction through customer perceived virtual hedonic value.