作　　者： ; ; ;

机构地区： 浙江大学公共管理学院

出　　处： 《技术经济》 2010年第5期124-130,共7页

摘　　要： 本文在相关综述的基础上,通过构建关系营销的实证模型,探索关系营销中客户行为形成的根本动因。论文对模型中要研究的建构变量制定了测量条款,对客户行为的测量从行为意图和态度意图两个维度同时进行,运用李克特五点量表工具协助完成问卷的调研。在数据分析和模型验证的过程中,应用描述统计和结构方程建模技术、定量和定性相结合的分析方法得出结论:供应商的客户导向和技术能力对承诺和信任有积极显著的作用;企业声誉对于信任有着非常积极的作用,对承诺没有直接的作用,但会通过信任对承诺和客户行为产生间接的作用;关系营销战略的成功实施需要结合经济利益、非经济利益两方面的因素,才能更好的达到其营销战略的目的。 Based on the relevant review,this paper builds an empirical model of relationship marketing and explores the formation of customer behavior and the fundamental cause. Then measurement terms are formulated for the construction of variables in model-building from two dimensions,which are consumer＇s behavior and attitudes intentions, simultaneously,and Likert five-point scale tool is used to help complete the questionnaire survey. At the data analysis and model validation process, the methods of descriptive statistics and structural equation modeling techniques,with combination of quantitative and qualitative methods,are used to draw the following conclusions：provider＇s custom-oriented and its technical capabilities play the positive and significant role for commitment and trust;corporate reputation has a very active role for trust,and has no direct effect on thecommitment,but has an effect indirectly on customer behavior and commitment by way of the trust;the successful implementation of relationship marketing strategies require a combination of economic benefits,non-economic interests of the two factors,in order to achieve the purpose of their marketing strategy.

关 键 词： 关系营销 客户行为 信任 承诺

领　　域： [经济管理] [经济管理]