员工顾客导向、商业友谊与顾客忠诚的关系研究

Research on Relationship among Service-workers' Customer Orientation,Commercial Friendship and Customer Loyalty

顾客与服务员工之间的商业友谊是一种重要的营销关系,但现有文献对商业友谊的的成因与影响缺乏深入了解。文章基于顾客感知视角,从美发行业收集样本数据,考察了顾客导向、商业友谊与两类顾客忠诚之间的关系。研究发现,服务员工顾客导向是商业友谊形成的基础,而商业友谊不仅对顾客公司忠诚有正向影响,也同样对顾客员工忠诚存在正向影响;顾客员工忠诚是顾客公司忠诚的重要影响来源,但有一半以上的顾客员工忠诚并不能转为顾客公司忠诚。研究结论有助于公司充分利用商业友谊所带来的关系利益和防范相应的关系风险。

Commercial friendship between customers and service workers is an important marketing relationship, but the existing literature lacks significant and deep understanding of the cause and effect of commercial friendship. Choosing the hairdressing industry as research subject, this paper studies the relationship among customer orientation, commercial friendship and customer loyalty. The results reveal that customer orientation of the service workers is a foundation of commercial friendship; commercial friendship has a positive effect not only on the loyalty of customers to firm but also on the loyalty of customers to service workers ; the loyalty of customers to service workers is an important influencing factor of the loyalty of customers to firms but more than half of the loyalty to service worker would not turn to the loyalty to firms. The results of the research will help firms to take full advantage of the benefits brought about by commercial friendship and prevent the corresponding risk of a relationship.