关系利益对顾客长期关系导向影响的实证研究

摘要

使用中国银行业顾客调研数据,以公司能力理论和消费者行为相关理论为基础,实证研究了关系利益对顾客长期关系导向的影响机制.研究结果表明,社会利益对顾客长期关系导向的直接影响不显著,信心利益和特惠利益对顾客长期关系导向的影响显著；在信心利益和特惠利益对顾客长期关系导向的影响中,顾客满意发挥着中介作用,在社会利益对顾客长期关系导向的影响中,顾客满意的中介作用并不显著；同样,研究发现公司服务能力在社会利益对顾客长期关系导向中的调节作用不显著,而在信心利益和特惠利益对顾客长期关系导向的关系中起调节作用.%Based on the company competence theory and consumer behavior theory, using the data from Chinese bank industry, this paper researches the driving mechanism of customer long-term orientation. The results show that the direct influence of social benefits on customer long-term orientation is not significant, but the confidential benefits and the special treatment benefits are significant. In the effects of the confidential benefits and special benefits on the long-term orientation, customer satisfaction is a mediator, but in the effect of the social benefits, the result is not significant, Moreover, the company service competence is a moderator in the effects of confidential benefits and special treatment benefits on the long-term orientation, but the social benefits is not.