基于组织支持理论的顾客契合行为驱动因素研究

A Research on the Driving Factors of Customer Engagement Behavior Guided by Organizational Support Theory

识别影响顾客契合行为的关键因素,对于培育和保持良好的企业顾客契合关系具有十分重要的意义。基于组织支持理论,构建理论模型并实证检验了顾客感知支持与顾客承诺及契合行为的关系。通过对于企业主导社区成员的深度访谈和问卷调查,开发了顾客感知支持的测量量表,证实了顾客情感性和工具性感知支持分别积极地影响顾客情感性承诺与规范性承诺,以及两种类型的顾客承诺对于顾客契合行为的驱动作用。

Identification of key factors influencing customer engagement behavior is vitally significant in cultivating and maintai- ning good enterprise - customer engagement relationship. Based on organizational support theories, a conceptual model is constructed and applied in this empirical study of the relationship between customer - conceived support, customer commitment and customer engagement behavior. Through in - depth interviews and questionnaires to dominant sector members, a scale is devised concerning customerperceived emotional support. Results confirm that customerperceived emotional and instrumental support positively affect customer emotional and normative commitment respectively, and that the above - mentioned two commitments have a driving effect on customer engagement behavior.