道德行为与关系营销——对关系营销KMV模型的拓展

Moral Behavior and Relation Vendition——The Development of Relation Vendition KMV Model

信任(Trust)是迄今为止营销学界关于关系营销实证模型中公认的中心维度,而其先决条件 道德却鲜少受到关注。鉴于此,本文通过对营销道德、信任与关系营销三者关系的文献探讨,论证道德在关系营销中的重要作用,并试图将道德作为基础要素,对KMV模型进行拓展,从道德角度诠释关系营销哲学。

Trust is the center of the model of relation vendition. But the precondition of moral is seldom paid attention to. This paper has discussed the relationship between the moral vendition, trust and relation vendition. And the important role of moral in the relation vendition. And KMV model is developed, in order to annotate the relation vendition philosophy.