摘要
面对竞争激烈的市场,中小企业如何以服务顾客为导向进行运作成为其发展的关键。基于社会网络理论与情绪认知理论,探索关系网络对顾客感恩的影响因素,此外,提出以服务接触为中介变量,探讨其作用机理。研究表明,关系网络正向影响服务接触;服务接触正向影响顾客感恩,服务接触在关系网络和顾客感恩之间起中介作用,且企业社会责任在服务接触中介作用的后半段路径中起调节作用。因此,为中小企业利于关系网络给顾客提供优质接触服务,从而提升顾客感恩、建设稳定顾客群体提出建议。
Faced with competitive incentive market,how to serve the customer oriented operation of small and medium-sized enterprises has become the key to its development.Based on social network theory and emotional cognition theory,this paper explores the influencing factors of relationship network on customer gratitude.In addition,it proposes to use service contact as a mediating variable to explore its mechanism.The results show that the relationship network positively affects the service contact;service exposure positively affects customer gratitude;service contact mediates the relationship between network and customer gratitude.Moreover,corporate social responsibility plays a moderating role in the latter half of the mediating role of service exposure.This paper aims to provide high quality contact service for small and mediumsized enterprises to improve customer gratitude and build a stable customer group.
作者
庞凯童
PANG Kai-tong(School of Management Studies,Shanghai University of Engineering Science,Shanghai 201620,China)
出处
《经济研究导刊》
2022年第17期59-61,共3页
Economic Research Guide
关键词
关系网络
服务接触
顾客感恩
企业社会责任
relational network
service contact
customer gratitude
corporate social responsibility