顾客绑定策略对组织绩效的影响研究--以网络零售行业为例

Effects of Customer Bonding Tactics on Business Performance——Empirical Study in China's E-Tailor Industry

文章以中国网络零售行业为例,检验顾客绑定策略对组织绩效的影响作用。基于市场导向理论、关系营销理论、交易成本理论和声誉理论构建研究模型并通过调查232家公司实证检验该模型。结果表明:财务绑定策略对组织绩效有正向影响,特别是当网站声誉好时,财务绑定策略能够显著提升组织绩效;社会绑定策略对组织绩效的提升作用最显著,当第三方物流服务质量的不确定性增强时,社会绑定策略对组织绩效的正向影响将会逐渐减弱;结构绑定策略能提升组织绩效,而且当第三方物流服务质量的不确定性增强时,结构绑定策略对组织绩效的影响会增强。

This paper examines the effects of bonding tactics on business performance in China＇s e-tailor industry, The authors propose a conceptual framework drawing on the theories of market orientation, relationship marketing, transaction cost and reputation. The authors surveyed 232 firms in China＇s e-tailor industry. The findings suggest that financial bonding tactics has a positive impact on business performance for those e-tailors with high level website reputation, social bonding orientation has a direct and most significant impact on business performance, and an effect of social bonding tactics on business performance is significantly negatively moderated by uncertainty of the third part logistics service quality. Structural bonding tactics has a positive im- pact on business performance. Uncertainty of the third part logistics service quality positively moderates relationship between structural bonding tactics and business performance.