摘要
顾客信任是影响顾客关系持续的重要变量,服务接触是顾客感知形成的直接来源,顾客信任形成与服务接触之间存在内在联系。以O2O网购服务为研究对象,基于服务接触的时序化以及情境化背景,动态解构顾客信任的影响因素,描述顾客信任的变化过程。实证结果表明,线上信息接触与互动接触正向影响线上初始信任,线上初始信任及线下服务过程接触、服务结果接触共同促进线下持续信任的形成。线下持续信任形成中的体验感知及对商家的线上初始信任感知共同影响顾客对线上商家的持续信任。服务接触的互动视角为理解顾客信任动态性提供新的证据,不同服务接触阶段采用赢得顾客信任的不同营销策略,为服务企业信任水平的提高提供借鉴。
Customer trust is an important variable affecting the continuity of customer relationship. Service contact is the direct source of customer perception. There is an internal relationship between the formation of customer trust and service contact. Taking O2O online shopping service as the research object,based on the sequential and situational background of service contact,this paper dynamically deconstructs the influencing factors of customer trust and describes the change process of customer trust. The empirical results show that online information contact and interactive contact positively affect online initial trust,and online initial trust,offline service process contact and service result contact jointly promote the formation of offline continuous trust. The experience perception in the formation of offline continuous trust and the initial online trust perception jointly affect customers’ continuous trust in online businesses. The interactive perspective of service contact provides new evidence for understanding the dynamics of customer trust. Different marketing strategies to win customer trust are adopted in different stages of service contact,which provides reference for improving the trust level of service enterprises.
作者
郭玉侠
吴雪
GUO Yuxia;WU Xue(School of Business,Suzhou University,Suzhou 234000,China;School of Business Administration,Dongbei University of Finance and Economics,Dalian 116025,China)
出处
《宿州学院学报》
2021年第12期62-69,共8页
Journal of Suzhou University
基金
安徽省社会科学创新发展研究项目(2020CX093)。
