服务企业关系投资对顾客忠诚的影响——关系利益与顾客关系倾向的作用

The Effect of Service Enterprise Relationship Investment on Customer Loyalty--The Role of Perceived Relational Benefits and Consumer Relationship Proneness

通过关系投资挽救顾客忠诚是服务企业常用的策略,但这种策略的有效性仍被很多学者怀疑。原因之一是形式复杂多样的关系投资策略对顾客忠诚影响的中间过程还未得到充分的实证研究。文章以美容美发服务业为背景,采用访问调查法收集了461份有效样本数据,从顾客感知关系利益角度考察了关系投资对顾客忠诚的影响及其作用机制。实证结果显示,关系投资及其三个维度人际沟通、特殊待遇和实质性回馈正向影响感知关系利益和顾客忠诚;关系利益对顾客忠诚也具有正向影响,且在关系投资对顾客忠诚的影响中具有部分中介效应;顾客关系倾向在关系利益对顾客忠诚的影响中起到了正向调节作用。文章还讨论了相应的理论贡献和管理启示。

It is a common strategy of service enterprises to save customer loyalty through relationship investment,but the effectiveness of this strategy is still doubted by many scholars.One of the reasons is that the intermediate process of the influence of various forms of relationship investment strategies on customer loyalty has not been fully empirical studied.Based on the background of hairdressing service industry,461 valid sample data are collected by means of survey.The empirical results show that relationship investment and its three dimensions of interpersonal communication,special treatment and substantive feedback positively affect perceived relationship interests and customer loyalty.Relationship interest also has a positive influence on customer loyalty,and has some mediating effect on the influence of relationship investment on customer loyalty.Customer relationship proneness plays a positive regulating role in the influence of relationship interest on customer loyalty.The paper also discusses the corresponding theoretical contribution and management implication.