7 31 关系营销导向对顾客忠诚的影响------关系质量的中介作用.docVIP

服务型企业关系营销导向对顾客忠诚的影响 ——关系质量的中介作用 摘 要：本研究将关系质量分为顾客与服务人员关系质量、顾客与服务人员人际关系质量和顾客与企业关系质量。收集222个顾客和服务型企业的配对样本，检验了关系质量在关系营销导向与顾客忠诚之间的中介作用，并在此基础上，检验了企业一致性的调节作用。研究结果表明：关系营销导向对关系质量有积极影响；顾客与服务人员关系质量对顾客与服务人员人际关系质量有积极影响，并且这两个变量都对顾客与企业关系质量有积极影响；关系质量对顾客忠诚有积极影响；企业一致性调节顾客与服务人员关系质量对顾客忠诚的影响。 关键词：关系营销导向；关系质量；人际关系；顾客忠诚；企业一致性 The Impact of Relationship Marketing Orientation on Customer Loyalty: The Mediating Effect of Relationship Quality Abstract: In this study, relationship quality includes relationship quality between customer and service provider, guanxi quality between customer and service provider, and relationship quality of customer and firm. We collected 222 matched samples on from customers and service providers. This paper texts the mediating effect of relationship quality between relationship marketing orientation and customer loyalty. It comes to the following conclusions: relationship marketing orientation has a positive effect on relationship quality; Relationship quality between customer and service provider has a positive effect on guanxi quality between customer and service provider, and both of them have positive effects on relationship quality of customer and firm. Relationship quality has a positive effect on customer loyalty. Firm consistency moderates the positive effect of relationship quality between customer and service provider on customer loyalty. Key words: relationship marketing orientation; relationship quality; guanxi quality; customer loyalty; firm consistency 1引言 关系质量是关系对满足顾客期望和目标的程度（Jarvelin and Lehtinen, 1996）。对服务型企业而言，关系质量通常包含顾客与服务人员的关系质量(Relationship quality between customer and service provider，以下简称“顾服关系质量”)和顾客与企业的关系质量(Relationship quality between customer and firm，以下简称“顾企关系质量”)。此外，在中国特有的文化背景下，还有一个有别于西方关系（Relationship）的人际关系(Guanxi)。笔者相信，顾客与服务人员的人际关系质量(Guanxi quality between customer and service provider，以下简称“顾服人际关系质量”) 也可能是一种关系质量，有必要加以特别关注。由此，引申出本研究关注的第一个问题：关系质量是否由顾服关系质量、顾服人际关系质量和顾企关系质量三者构成，若是，这三种关系质量之间的关系是怎么样的？。 关系营销导