客服人际关系对顾客承诺的影响机理研究
|
摘要
关系营销已成为指导服务性企业发展的重要思想。而顾客承诺被认为是关系营销的主要目标变量之一,是关系缔结的最高境界,因此对顾客承诺前因的探讨对于服务性企业具有重要意义。关于顾客承诺前因的研究成果已颇多,然而未见从顾客和服务人员之间的人际关系角度对顾客承诺驱动因素的探查。
服务产品的特征决定了服务企业中顾客与服务人员之间的高接触特征,在专业服务情境下消费者更容易与特定服务人员形成密切的人际关系。国外文献对于人际关系的研究相对零散,对于其概念的界定也缺乏深度。现有研究的成果表明顾客与服务人员之间的人际关系影响消费者对服务的总体评价,然而人际关系对顾客与企业组织层面关系的作用及其机制仍有待研究。
中国的“关系”研究也是对于人际关系的研究。随着中国经济地位的提高和国际影响的增强,对于有中国或东亚特色的“关系”研究在国内外理论界均受到重视。根据已有研究,“关系”是指B2B领域的组织边界人员之间的“关系”,或者泛指组织边界人员的社会资本。而对于B2C商务环境下顾客与服务人员之间人际关系的研究还很匮乏。由于关系主体在不同情境下的角色不同,B2C条件下人际关系的作用机制应不同于“关系”。
由于顾客与服务人员之间的人际关系在专业服务领域表现得更为典型和突出,因此该研究对研究范围进行了限定。该研究在华人文化背景下,深入研究了专业服务领域的顾客与服务人员之间的人际关系(客服人际关系),并对其影响顾客承诺的机理进行了探索。其主要工作可以分为以下三个方面：
首先,借鉴态度理论,从认知和情感角度对服务业客服人际关系进行了概念界定和维度探查。客服人际关系足顾客与特定服务人员之间在服务互动过程中形成的,建立在个人情感和认知基础上的心理连接。它包括亲近、喜爱和总体认可3个维度。研究者舍弃了“关系”研究中人情、面子等关系规范类的维度,增加了认知方面的维度,从新的视角深入探索了顾客与企业边界人员之间的人际关系。通过对专业服务领域消费者的实地调研,实证检验了客服人际关系量表的信度和效度。通过该量表的开发,深化了商务环境下的人际关系研究,也丰富了商务环境下人际关系的本土化研究,为相关研究奠定了里论基础。实践上为企业通过加强人际关系促进管理目标的实现提供了具体的里论指导。
之后,以开发的客服人际关系量表为基础,构建了客服人际关系影响顾客承诺的机理模型。根据社会判断理论和角色理论,将顾客与企业服务人员之间的个人层面上的关系细化为人际关系和个人服务关系,前者即指客服人际关系,后者是指顾客对于服务人员的服务的信任和对双方间服务关系的承诺。采用结构方程法验证了客服人际关系不仅通过人员信任和人员承诺等个人层面的服务关系影响顾客对企业的承诺,而且也对顾客的企业承诺产生直接影响效应,但直接效应弱于间接效应。研究结论一方面表明了专业服务领域人际关系对于顾客与企业组织长远关系的建立和发展具有至关重要的意义,另一方而也揭示了顾企关系各层面之间的内在联系。人员信任和人员承诺等个人层面上的服务关系作为人际关系和顾客的企业承诺之间的部分、但重要的中介变量,应该引起企业的足够重视。通过模型验证,该研究从人际角度丰富了服务业顾客承诺的前因研究,为企业通过人际关系与个人层面上的服务关系加强顾客承诺提供了理论依据。
最后,该研究探查了模型中主要关系的调节变量,并采用回归分析方法对其调节作用进行了验证,深入揭示了客服人际关系影响顾客承诺的条件性。人际关系对于企业而言是一把双刃剑：个人层面上的关系在促进组织层面关系的同时,也为企业带来了潜在的风险。许多研究提示了核心员工离职给企业带来的风险,但未见从人际关系角度给出积极应对措施的研究成果。该研究通过实地调研发现了人员服务质量对客服人际关系和人员承诺间关系的正向调节作用,以及企业声誉对人员承诺和企业承诺间关系的正向调节作用,说明了个人层面关系向企业组织层面关系转化的具体条件,对于专业服务企业通过自身努力积极应对员工离职带来的风险具有现实指导意义。
Relationship marketing has become one of the important Paradigm, which guide the development of service provider. As the highest state of relationship development, customer commitment is taken as one of the critical goals of relationship marketing. So the exploring of the antecedents of customer commitment is of great significance for service providers. Although there are much results on this field, few comes from the view of the interpersonal relationship between individual customer and individual service staff.
The high psychology contact between customer and staff is one of the important charateristics in service industry, and it is easier to build close interpersonal relationship, especially in professional service. The research of interpersonal relationship is relatively absent and needs more exploring. The literatures state that the interpersonal relationship between customer and staff affects the overall assessment of the service, but more attention should be paid to the impact of interpersonal relationship on the relationship between customer and service company.
Chinese "Gunxi" refers to the interpersonal relationship. With the development of China in economy and international status, more and more papers are focus on the Chinese'Guanxi' in academic filed both at home and abroad. According to the existing researches, the "Guanxi" is defined as the "Guanxi" between organizations" boundary spanners, or the general social capital of them in the field of B2B. Few research focuses on the interpersonal relationship between customers and service staff in the B2C field. Due to the different role of the subjects in different circumstance, the interpersonal relationship between customer and staff differs from "Guanxi".
This study deepens the research of interpersonal relationship in the professional service field in China, and explores the mechanism of its impact on customer commitment.
Three aspects of research work have been conducted:
First, based on the attitude theory, this paper defines the interpersonal relationship between customer and staff both on the cognition and emotion. The interpersonal relationship between customer and staff is the psychological connection between customer and the specific service staff providing the service, which is formed on the basis of personal emotion and cognition toward the other part in the process of service interaction. The three dimensions are closeness, liking and general recognition, in which the "Guanxi" dimensions of relational norms such as renqing and face are abandoned, the cognitive dimension is developed, forming a new perspective to explore the relationships between customer and boundary spanner of enterprises Through field investigation to professional service consumers, the reliability and validity of the scale was empirically tested. So the study deepens the research of interpersonal relationship in business environment and enriches the localization of interpersonal relationship study, laying thoretical foundation for future related research.
Secondly, on the basis of scale developed, the model of the interpersonal relationship impacting customer commitment was conducted. Based on social judgement theory and role theory, the relationship between customer and service staff is divided into two parts: interpersonal relationship and the individual relationship of service, or interpersonal relationship between customer and staff, stuff trust and staff commitment. With the structural equation method it is verified that the interpersonal relationship not only affects the customer commitment to the enterprise through staff-trust and staff-commitment, but also affects it directly, although weaker. Conclusion shows the significance of interpersonal relationship to the long-term relationship between customer and organization, and reveals the internal connections between the customer-enterprise relationship levels. Stuff trust and stuff commitment as partial but significant mediator should also be recognized The study enriches the research of antecedents of customer commitment from the perspective of interpersonal relationships, and provides theory evidence for enterprises to strengthen their customer commitment through interpersonal relationship.
At last, the study probes and verifies the moderating variables between the key variables in the model, so that the specific conditions of the affecting mechanism were studied. Interpersonal relationship is two-edged to enterprises, for it brings risk while strengthens the customer-enterprise relationship. Much work has warned the risk brought by the turnover of key stuff, but positive suggestion is absent. The study discovered the moderating role of staff service quality to interpersonal relationship and personal commitment, and also corporate reputation to stuff commitment and customer commitment to the enterprise, which explains the conditions of the translation from interpersonal relationship to customer-organization relationship, and is practical for the professional service providers to overcome the turnover risk actively.
服务产品的特征决定了服务企业中顾客与服务人员之间的高接触特征,在专业服务情境下消费者更容易与特定服务人员形成密切的人际关系。国外文献对于人际关系的研究相对零散,对于其概念的界定也缺乏深度。现有研究的成果表明顾客与服务人员之间的人际关系影响消费者对服务的总体评价,然而人际关系对顾客与企业组织层面关系的作用及其机制仍有待研究。
中国的“关系”研究也是对于人际关系的研究。随着中国经济地位的提高和国际影响的增强,对于有中国或东亚特色的“关系”研究在国内外理论界均受到重视。根据已有研究,“关系”是指B2B领域的组织边界人员之间的“关系”,或者泛指组织边界人员的社会资本。而对于B2C商务环境下顾客与服务人员之间人际关系的研究还很匮乏。由于关系主体在不同情境下的角色不同,B2C条件下人际关系的作用机制应不同于“关系”。
由于顾客与服务人员之间的人际关系在专业服务领域表现得更为典型和突出,因此该研究对研究范围进行了限定。该研究在华人文化背景下,深入研究了专业服务领域的顾客与服务人员之间的人际关系(客服人际关系),并对其影响顾客承诺的机理进行了探索。其主要工作可以分为以下三个方面：
首先,借鉴态度理论,从认知和情感角度对服务业客服人际关系进行了概念界定和维度探查。客服人际关系足顾客与特定服务人员之间在服务互动过程中形成的,建立在个人情感和认知基础上的心理连接。它包括亲近、喜爱和总体认可3个维度。研究者舍弃了“关系”研究中人情、面子等关系规范类的维度,增加了认知方面的维度,从新的视角深入探索了顾客与企业边界人员之间的人际关系。通过对专业服务领域消费者的实地调研,实证检验了客服人际关系量表的信度和效度。通过该量表的开发,深化了商务环境下的人际关系研究,也丰富了商务环境下人际关系的本土化研究,为相关研究奠定了里论基础。实践上为企业通过加强人际关系促进管理目标的实现提供了具体的里论指导。
之后,以开发的客服人际关系量表为基础,构建了客服人际关系影响顾客承诺的机理模型。根据社会判断理论和角色理论,将顾客与企业服务人员之间的个人层面上的关系细化为人际关系和个人服务关系,前者即指客服人际关系,后者是指顾客对于服务人员的服务的信任和对双方间服务关系的承诺。采用结构方程法验证了客服人际关系不仅通过人员信任和人员承诺等个人层面的服务关系影响顾客对企业的承诺,而且也对顾客的企业承诺产生直接影响效应,但直接效应弱于间接效应。研究结论一方面表明了专业服务领域人际关系对于顾客与企业组织长远关系的建立和发展具有至关重要的意义,另一方而也揭示了顾企关系各层面之间的内在联系。人员信任和人员承诺等个人层面上的服务关系作为人际关系和顾客的企业承诺之间的部分、但重要的中介变量,应该引起企业的足够重视。通过模型验证,该研究从人际角度丰富了服务业顾客承诺的前因研究,为企业通过人际关系与个人层面上的服务关系加强顾客承诺提供了理论依据。
最后,该研究探查了模型中主要关系的调节变量,并采用回归分析方法对其调节作用进行了验证,深入揭示了客服人际关系影响顾客承诺的条件性。人际关系对于企业而言是一把双刃剑：个人层面上的关系在促进组织层面关系的同时,也为企业带来了潜在的风险。许多研究提示了核心员工离职给企业带来的风险,但未见从人际关系角度给出积极应对措施的研究成果。该研究通过实地调研发现了人员服务质量对客服人际关系和人员承诺间关系的正向调节作用,以及企业声誉对人员承诺和企业承诺间关系的正向调节作用,说明了个人层面关系向企业组织层面关系转化的具体条件,对于专业服务企业通过自身努力积极应对员工离职带来的风险具有现实指导意义。
Relationship marketing has become one of the important Paradigm, which guide the development of service provider. As the highest state of relationship development, customer commitment is taken as one of the critical goals of relationship marketing. So the exploring of the antecedents of customer commitment is of great significance for service providers. Although there are much results on this field, few comes from the view of the interpersonal relationship between individual customer and individual service staff.
The high psychology contact between customer and staff is one of the important charateristics in service industry, and it is easier to build close interpersonal relationship, especially in professional service. The research of interpersonal relationship is relatively absent and needs more exploring. The literatures state that the interpersonal relationship between customer and staff affects the overall assessment of the service, but more attention should be paid to the impact of interpersonal relationship on the relationship between customer and service company.
Chinese "Gunxi" refers to the interpersonal relationship. With the development of China in economy and international status, more and more papers are focus on the Chinese'Guanxi' in academic filed both at home and abroad. According to the existing researches, the "Guanxi" is defined as the "Guanxi" between organizations" boundary spanners, or the general social capital of them in the field of B2B. Few research focuses on the interpersonal relationship between customers and service staff in the B2C field. Due to the different role of the subjects in different circumstance, the interpersonal relationship between customer and staff differs from "Guanxi".
This study deepens the research of interpersonal relationship in the professional service field in China, and explores the mechanism of its impact on customer commitment.
Three aspects of research work have been conducted:
First, based on the attitude theory, this paper defines the interpersonal relationship between customer and staff both on the cognition and emotion. The interpersonal relationship between customer and staff is the psychological connection between customer and the specific service staff providing the service, which is formed on the basis of personal emotion and cognition toward the other part in the process of service interaction. The three dimensions are closeness, liking and general recognition, in which the "Guanxi" dimensions of relational norms such as renqing and face are abandoned, the cognitive dimension is developed, forming a new perspective to explore the relationships between customer and boundary spanner of enterprises Through field investigation to professional service consumers, the reliability and validity of the scale was empirically tested. So the study deepens the research of interpersonal relationship in business environment and enriches the localization of interpersonal relationship study, laying thoretical foundation for future related research.
Secondly, on the basis of scale developed, the model of the interpersonal relationship impacting customer commitment was conducted. Based on social judgement theory and role theory, the relationship between customer and service staff is divided into two parts: interpersonal relationship and the individual relationship of service, or interpersonal relationship between customer and staff, stuff trust and staff commitment. With the structural equation method it is verified that the interpersonal relationship not only affects the customer commitment to the enterprise through staff-trust and staff-commitment, but also affects it directly, although weaker. Conclusion shows the significance of interpersonal relationship to the long-term relationship between customer and organization, and reveals the internal connections between the customer-enterprise relationship levels. Stuff trust and stuff commitment as partial but significant mediator should also be recognized The study enriches the research of antecedents of customer commitment from the perspective of interpersonal relationships, and provides theory evidence for enterprises to strengthen their customer commitment through interpersonal relationship.
At last, the study probes and verifies the moderating variables between the key variables in the model, so that the specific conditions of the affecting mechanism were studied. Interpersonal relationship is two-edged to enterprises, for it brings risk while strengthens the customer-enterprise relationship. Much work has warned the risk brought by the turnover of key stuff, but positive suggestion is absent. The study discovered the moderating role of staff service quality to interpersonal relationship and personal commitment, and also corporate reputation to stuff commitment and customer commitment to the enterprise, which explains the conditions of the translation from interpersonal relationship to customer-organization relationship, and is practical for the professional service providers to overcome the turnover risk actively.
引文
[1]Lovelock C.Wirtz J,Chew P著.服务营销精要[M].李中等译.北京：中国人民大学出版社,2011：219.
[2]丹尼尔·贝尔.后工业社会的来临：对社会预测的一项探索[M].新华出版社,1997：25.
[3]王哲.服务业激发中国经济进入复苏通道[N].中国贸易报,2013.03.19(003).
[4]中华人民共和国过敏经济和社会发展第十二个五年规划纲要(全文)[EB/OL].(2011,03,17)[2013,04,20]. http://www.ce.cn/macro/more/201103/16/t20110316_22304698.shtml
[5]国家统计局服务业统计司.“十一五”中国服务业发展报告[N].中国信息报,2011.11.3(001).
[6]臧霄鹏.我国服务业的产业关联及其生产率研究[D].长春：吉林大学,2012.
[7]Venetis K A.Ghauri P N.Service quality and customer retention:building long-term relationships[J]. European Journal of Marketing,2004,38(11/12):1577-1598.
[8]Sweeney J C, Webb D A. How functional, psychological, and social relationship benefits influence individual and firm commitment to the relationship[J]. Journal of Business & Industrial Marketing,2007,22(7):474-488.
[9]Tel lefsen T, Thomas G P. The antecedents and consequences of organizational and personal commitment in business service relationships [J].Industrial Marketing Management,2005,34(1):23-37.
[10]Wong A, Sohal A. An examination of the relationship between trust, commitment and relationship quality[J]. International Journal of Retail & Distribution Management,2002,30(1):34-50.
[11]Bendapudi N, Leone R P. Managing business-to-business customer relationships following key contact employee turnover in a vendor f irm[J]. The Journal of Marketing,2002:83-101.
[12]Cannon J P, Perreaul t Jr W D. Buyer-seller relationships in business markets [J]. Journal of marketing research,1999:439-460.
[13]Chiu If C, llsich Y C, Li Y C, et al. Relationship marketing and consumer switching behavior[J], Journal of Business Research,2005,58(12):1681-1689.
[14]Ferguson R J, Paul in M, Bergeron J. Contractual governance, relational governance, and the performance of interfirm service exchanges:Tho influence of boundary-spanner closeness[J].Journal of the Academy of Marketing Science,2005,33(2):217-234.
[15]Sheth J N. Organizat ional buying behavior:past performance and future oxpectations[J]. Journal of Business Industrial Marketing,1996,11 (3/4):7-24.
[16]Price L L,Amould H J. Commercial Friendships:Service Provider-Client Relationships in Context[J]. Journal of Market ing,1999,63(4):38-56.
[17]lleide J B, Wathne K H.Friends, Businesspeople, and Relationship Roles:A Conceptual Framework and a Research Agenda[J]. Journal of Marketing,2006,70(July):90-103.
[18]Grayson K. Friendship versus business in marketing relationships[J]. Journal of Marketing,2007:121-139.
[19]王建军.人情关系质量在关系营销中的作用研究[D].大连：大连理工大学,2012.
[20]Schmenner R W.服务运营管理[M].中国人民大学出版社,2010：101.
[21]Dwyer F R, Schurr P H, Oh S. Developing Buyer-Seller Relationships[J]. Journal of Marketing,1987,51(April):11-27.
[22]Halinen A. Relationship marketing in professional services:a study of agency-client dynamics in the advertising sector[M]. Routledge, London,1997:373.
[23]Barnes B R, Yen D, Zhou L. Investigating "guanxi" dimensions and relationship outcomes:Insights from Sino-Anglo business relationships[J]. Industrial Marketing Management,2011,40(4):510-521.
[24]Gu F F, Hung K,Tse D K. When does guanxi matter? Issues of capitalization and its dark sides[J]. Journal of Marketing,2008,72(4):12-28.
[25]Yen D A, Barnes B R, Wang C L.The measurement of "guanxi":Introducing the GRX scale[J]. Industrial Marketing Management,2011,40(1):97-108.
[26]庄贵军,李珂,崔晓明.关系营销导向与跨组织人际关系对企业关系型渠道治理的影响[J].管理世界,2008(7)：77-93.
[27]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].北京：清华大学出版社,2005：151.
[28]Becker H S. Notes on the concept of commitment[J]. American journal of Sociology,1960: 32-40.
[29]梁威.顾客承诺构成维度、驱动因素及对品牌忠诚的影响研究——来自咖啡连锁店的实证分析[D].上海：复口.大学,2008.
[30]Moorman C, Zaltman G, Deshpande R. Relationships Between Providers and Users of Market Research:The Dynamics of Trust[J]. Journal of marketing research,1992,29:314-28.
[31]Morgan R M, Hunt S D. The trommitment-Trust Theory of Relationship Marketing[J]. Journal of Marketing,1994,58:20-38.
[32]Doney P M,Cannon J P. An examination of the nature of trust in buyer-seller relationships[J], the Journal of Marketing,1997:35-51.
[33]范秀成.交互过程与交互质量[J].南开管理评论,1999,(1)：8-12.
[34]Walsh G,Beatty S E. Customer-based corporate reputation of a service firm:scale development and validation[J]. Journal of the Academy of Marketing Science, 2007,1(35):127-143.
[35]翟学伟.中国人际关系的特质——本土的概念及其模式.社会学研究[J].1993(4)：74-83.
[36]中国大百科全书总编辑委员会《心理学》编辑委员会.中国大百科全书·心理学[Z],北京:中国大百科全书出版社,1991：283.
[37]Wathne K H,Biong J, lie i de J B. Choice of supplier in embedded markets:relationship and marketing program ef'fects[J]. The Journal of Market ing,2001:54-66.
[38]Haytko D L. Firm-to-firm and interpersonal relationships:Perspectives from advertising agency account managers[J]. Journal of the Academy of Marketing Science,2004,32(3):312-328.
[39]Jeng S P.Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions[J]. The Service Industries Journal,2008,28(1):15-26.
[40]lacobucci D, Ostrom A. Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters[J]. Journal of Consumer Psychology,1993,2(3):257-286.
[41]Berry L L, Zeithuml, Parasuraman A. Quality counts in services, too[J]. Business Horizons,1985(28):44-52.
[42]Swartz T A, Brown S W. Consumer and provider expectations and experiences in evaluating professional service quality[J]. Journal of the Academy of Marketing Science,1989, 17(2):189-195.
[43]Iacobucci D, Hibbard J D. Toward an encompassing theory of business marketing relationships (BMRS) and interpersonal commercial relationships (ICRS):an empirical generalization[J]. Journal of Interactive Marketing,1999,13(3):13-33.
[44]Swan J E, Goodwin C, Mayo M A, et al. Customer identities:customers as commercial friends, customer coworkers or business acquaintances[J].The Journal of Personal Selling and Sales Management,2001:29-37.
[45]Atkinson S, Butcher D. Trust in the context of management relationships:an empirical study[J].2003:24-35
[46]Nuttall J. Modes of interpersonal relationship in management organisations[J]. Journal of Change Management,2004,4(1):15-29.
[47]Baron I., Morin L. The coach-coachee relationship in ex ecutive coaching:A field study[J]. Human Resource Development Quarterly,2009,20(1):85-106
[48]Siti Haryati Shaikh Ali. Proactive vs Reactive Measures in Building Quality Relationship with Customers in Banking Sector[J]. Interdisciplinary Journal of Contemporary Research in Business,2011,3 (5):553-565.
[49]Wan W W N,Luk C L, Fam K S, et al. Interpersonal Relationship, Service Quality, Seller Expertise:How Important Are They to Adolescent Consumers?[J]. Psychology & Marketing,2012,29(5):365-377.
[50]Carmeli A, Brueller D, Dutton J E. Learning behaviours in the workplace:The role of high-quality interpersonal relationships and psychological safety[J]. Systems Research and Behavioral Science,2009,26(1):81-98.
[51]Brueller D, Carmeli A. Linking capacities of high-quality relationships to team learning and performance in service organizations[J]. Human Resource Management,2011, 50(4):455-477.
[52]陆卫明,李红.人际关系心理学[M].西安：西安交通大学出版社,2006：13.
[53]全国13所高等院校《社会心理学》编写组.社会心理学[M].天津：南开大学出版社,2008：187.
[54]林国灿.纵向人际关系[J].社会心理学研究,1998(1)：20-24.
[55]乐国安.当前中国人际关系研究[M].天津：南开大学出版社,2002：53.
[56]Wong Y H, Leung T K P, Hung H, et al. A model of guanxi development:Flexibility, commitment and capital exchange[J]. Total Quality Management & Business Excellence, 2007,18(8):875-887.
[57]费孝通.乡土中国生育制度[M].北京：北京大学出版社,1998：26-27.
[58]黄光国.面子：中国人的权力游戏[M].北京：人民大学出版社,2004.
[59]杨宜音.“自己人”：一项有关中国人关系分类的个案研究//杨宜音.中国社会心理学评论(第-辑)[M].北京：社会科学文献出版社,2005：181-205.
[60]林南.社会资源理论[M].社会学与社会调查,1990：57-60
[61]Gold T, Guthrie D. Social connections in China:Institutions, culture, and the changing nature of guanxi[M]. Cambridge University Press,2002.
[62]Chen X P, Chen C C. On the Intricacies of the Chinese Guanxi:A Process Model of Guanxi Development[J]. Asian Pacific Journal of Management,2004,21(3):305-324.
[63]Farh J L, Tsui A S, Xin K,et al.The influence of relational demography and guanxi:The Chinese case[J]. Organization science.1998.9(4):471-488.
[64]庄贵军.关系在中国的文化内涵：管理学者的视角[J].当代经济科学,2012,34(1)：18-29.
[65]庄贵军,席酉民.关系营销在中国的文化基础[J].管理世界,2003(10)：98-109.
[66]黄文彦.顾客承诺的影响因素及其与正面口碑行为的关系研究[D].广州：华南理工大学,2011.
[67]Hofstede G, Bond M H. Hofstede's Culture Dimensions An Independent Validation Using Rokeach's Value Survey[J].Journal of cross-cultural psychology.1984.15(4):417-433.
[68]汀涛,陈露蓉,刘一雄.华人的关系主义文化和消费者行为[J].经济管理,2003(15)：85-88.
[69]林有成.五缘文化与市场营销[M].北京：经济管理出版社,1997：5.
[70]杨国枢《中国人孝道的概念分析》,载杨国枢编《中国人的心理》[M],中国台北,桂冠图书股份有限公司,1988.
[71]杨中芳,彭泗清.中国人的人际信任的概念化：·个人际交往的观点[J].社会学研究,1999(2)：1-21.
[72]汪涛.华人的关系主义文化和消费者行为[J].经济管理,2003(9)：85-88.
[73]曾仕强等,管理思维[M],北京：东方出版社,2005：41-42.
[74]Berry L L, Shostack G L,& G. Upah. (F.ds.). Emerging Perspectives on Services Marketing[C]. Chicago,IL:American Marketing Association,1983:25-28.
[75]Jackson, B. Winning and Keeping Industrial Customers[M]. Lexington, MA:Lexington Books,1985.
[76]Berry L L, Parasuraman A. Marketing services:competing through quality[M]. New York: the Free Press,1991:137.
[77]Oummesson E. Making relationship marketing operational [J]. International Journal of Service Industry Management,1994,5(5):5-20.
[78]Gronroos C. The relationship marketing process:communication, interaction, dialogue,value[J]. Journal of Business & Industrial Market ing,2004,19(2):99-113.
[79]阿德里安·佩恩等.关系营销——形成和保持竞争优势[M].中信出版社,2002,1：35
[80]Sheth J N, Parvatiyar A. The Evolution of Relationship Marketing[J]. International Business Review,1995,4(4):397-316.
[81]Palmatier R W, Dant R P, Grewal D, et al. Factors influencing the effectiveness of relationship marketing:a meta-analysis[J]. Journal of marketing,2006:136-153.
[82]Heide J B, John G. Do Norms Matter in Marketing Relationships[J]. Journal of Marketing, 1992,56:32-44
[83]Bansal H, Irving G, Taylor S. A Three-Component Model of Customer Commitment to Service Providers[J].Journal of the Academy of Marketing Science,2004,32(3):234-250.
[84]Bettencourt L A. Customer Voluntary Performance:Customers as Partners in Service Delivery[J]. Journal of Retailing,1997,73(3):383-406.
[85]Anderson E, ffeitz B. The use of pledges to build and sustain commitment in distribution channels[J]. Journal of marketing research,1992:18-34.
[86]Gundlach G T, Achrol R S, Mentzer J T. The structure of commitment in exchange [J]. The Journal of Marketing,1995:78-92.
[87]Meyer J P, Herscovitch L. Commitment in the workplace:Toward a general model[J]. Human resource management review,2001,11(3):299-326.
[88]Russell Lacey. Relationship Drivers of Customer Commi tment. Journal of Marketing Theory and Practice,2007,15(4):315-333.
[89]Alonso S. The Antecedents and Consequences of Customer Loyalty:The Roles of Customer Satisfaction and Consumer Trust-Commitment[D]. Ml, USA:Bell & Howell Information and Learning,2000.
[90]Brown T J, Barry T E, Dacin P A, and Gunst R F.Spreading the Word:Investigating Antecedents of Consumers'Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context[J]. Journal of the Academy of Marketing Science, Spring 2005,33 (2):123-138.
[91]Johnson M S, Sivadas E, and Garbarino E. Customer Satisfaction, Perceived Risk and Affective Commitment:An Investigation of Directions of Influence[J]. Journal of Services Marketing,2008,22(5):353-362.
[92]Sung Y, Campbell W K.Brand commitment in consumer-brand relationships:An investment model approach[J]. Journal of brand Management,2007,17(2):97-113.
[93]Van Vianen A E M, Shen C T, Chuang A. Person-organization and person-supervisor fits:Employee commitments in a Chinese context[J]. Journal of Organizational Behavior, 2011,32(6):906-926
[94]Mavondo F T, Rodrigo E M. The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China[J]. Journal of Business Research,2001,52(2):111-121
[95]Jones T, Taylor S F, Bansal H S, Commitment to a friend,a service provider,or a service company--are they distinctions worth making? [J]. Journal of the Academy of Marketing Sc i ence,2008,36(4):473-487
[96]Yim C K, Tse D K, Chan K W. Strengthening customer loyalty through intimacy and passion: roles of customer-firm affection and customer-staff relationships in services[J].Journal of Marketing Research,2008,45(6):741-756.
[97]杨丹.人际关系学[M].武汉：武汉大学出版社,2010：1.
[98]Chao P, Fu H P, Lu I Y. Strengthening the Quality-Loyalty Linkage:The Role of Customer Orientation and Interpersonal Relationship[J]. The Service Industries Journal,2007,27(4):471-494.
[99]Cater B. The importance of social bonds for communication and trust in marketing relationships in professional services [J]. Management,2008,13, (1):1-15
[100]Schakett T, Flaschner A, Gao T, et al. Effects of Social Bonding in Business-to-Business Relationships[J]. Journal of Relationship Marketing,2011,10(4):264-280.
[101]Wan L C, Hui M K,Wyer Jr R S. The role of relationship norms in responses to service failurestj]. Journal of Consumer Research,2011,38(2):260-277.
[102]Wang C H,Hsu L C. How do Service Encounters Impact on Relationship Benefits[J]. International Business Research,2012,5(1):98.
[103]Hook M K.Gerstein L H, Detterich L,et al.How close are we? Measuring intimacy and examining gender differences[J].Journal of Counseling & Development.2003,81(4): 462-472.
[104]Barnes J G.Closeness, strength,and sat isfaction:examining the nature of relationships between providers of financial services and their retail customers[J]. Psychology & Marketing,1997,14(8):765-790.
[105]Guenzi P, and Pelloni O. The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider [J]. International Journal of Service Industry Management,2004,15(4):365-384.
[106]Ma J. Does the customer-firm relationship affect consumer recovery expectations [J]. Academy of Marketing Studies Journal,2012,16(2):17-30.
[107]Nicholson C Y, Compeau L D, Sethi R. The role of interpersonal liking in building trust in long-term channel relationships[J]. Journal of the Academy of Marketing Science,2001,29(1):3-15.
[108]Reingen P H.Foster B L, Brown J J,et al. Brand congruence in interpersonal relations: A social network analysis[J]. journal of Consumer Research,1984:771-783.
[109]Allen T D, Day R, Lentz E. The role of interpersonal comfort, in mentoring relationships[J]. Journal of Career Development,2005,31(3):155-169.
[110]Varma A, Pichler S. Interpersonal Affect:Does It Really Bias Performance Appraisals? [J]. Journal of Labor Research,2007,28(2):397-412.
[111]韩巍,席酉民.关系：中国商业活动的基本模式探讨[J].西北大学薛报,2001,31：43-47.
[112]Ambler T. Marketing's third paradigm:Guanxi[J].Business Strategy Review,1994, 5(4):69-80.
[113]白如彬,周国华等.跨组织私人关系质量测量模型的实征研究[J].统计与决策,2010,(3)：89-91.
[114]王晓玉,晁钢令.私人关系、契约关系对组织间两层次信任的影响[J].上海管理科学,2006(5)：5-8.
[115]盛宇华,李金生.基于人际关系的营销控制力模型及其实证分析[J].经济管理2007,29(20)：8-13.
[116]段志鹏,人际关系对供应链关系质量的影响研究[J].生产力研究,2010(3)：114-116.
[117]胡保玲,徐玲.基于私人关系的渠道权力运用研究[J].现代管理科学,2007(3)：94-96.
[118]Zhuang G J,Xi Y M, Tsang A S L Power, conflict, and cooperation:The impact of Guanxi in a Chinese marketing channel[J]. Industrial Marketing Management,2010,39 (1):137-149.
[119]Lee D Y, Dawes P L. Guanxi, trust, and long-term orientation in Chinese business markets[J]. Journal of International Marketing,2005:28-56.
[120]Mak K, Wong S K S, Tong C. How Guanxi Influences Word of Mouth Intentions[J]. International Journal of Business and Management,2011,6(7):3.
[121]Hudson 1. A, Ozanne J L. Alternative Ways of Seeking Knowledge in Consumer Research[J]. Journal of Consumer Research,1988,14:508-521.
[122]Lincoln Y S, Cuba E G. Naturalistic Inquiry[M]. Beverly Hills:Sage,1985.
[123]冯兰.人际关系学[M].辽宁人民出版社,2005：5.
[124]Leung T K P, Lai K, Chan R Y K, et al.The roles of "xinyong" and "guanxi" in Chinese relationship marketing[J]. Kuropean Journal of Marketing,2005,39(5/6):528-559.
[125]Leung T K P, Chan R Y K, Lai K, et al. An examination of the influence of "guanxi" and "xinyong" (utilization of personal trust) on negotiation outcome in China:An old friend approach[J]. Industrial Marketing Management,2011,40(7):1193-1205.
[126]Lee D J, Pae J H, Wong Y H. A model of close business relationships in China (guanxi)[J]. European Journal of Marketing,2001,35(1/2):51-69.
[127]Shou Z, Guo R, Zhang Q, el al.The many faces of trust and "guanxi" behavior:Evidence from marketing channels in China[J]. Industrial Marketing Management, 2011,40(4):503-509.
[128]Butcher K, Sparks B,O'Callaghan F. Evaluative and relational influences on service loyalty[J]. International Journal of Service Industry Management,2001,12(4):310-327.
[129]Kelley H. H. Personal Relationships:Their Structures and Processes [M]. New York: Lawrence Erlbaum Associates,1979.
[130]Stafford L. Maintaining long-distance and cross-residential relationships [M]. Mahwah, New Jersey:Lawrence Erlbaum Associates,2005.
[131]Clark M S.Reis H. Interpersonal processes in close relationships [J]. Annual Review of Psychology,1988(39):609-672.
[132]Swan J E, Silva D W. How Industrial Salespeople Gain Customer Trust [J]. Industrial Marketing Management,1985,14(4):203-211.
[133]Churchill G A. A Paradigm for Developing Better Measures of Marketing Constructs[J]. Journal of Marketing Research,1979,16:64-73.
[134]Paul P J. Construct Validity:A Review of Basic Issues and Marketing Practices[J]. Journal of Marketing Research,1981,18:133-145.
[135]Nicholson C Y, Compeau L D, Sethi R. The role of interpersonal 1 iking in building trust in long-term channel relationships[J]. Journal of the Academy of Marketing Science,2001,29(1):3-15.
[136]Guenzi P.Georges L. Interpersonal trust in commercial relationships:antecedents and consequences of customer trust in the salesperson[J]. European Journal of Marketing,2010,44(1/2):114-138.
[137]Nunnally J C, Berstein I H. Psychometric Theory[M]. New York:McGraw-Hall,1994.
[138]Straub D W. Validating Instruments in MIS Research[J]. MIS Quarterly,1989,2(13): 147-169.
[139]Anderson J C,Gerbing D W.Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach [J]. Psychological Bullet, in,1988,103(3):411-423.
[140]Bollen K A. Structural Equations with Latent Variables[M]. New York:John Willey & Sons,1989.
[141]Joreskog K G,Sorbom D. LISRHL8:User's Reference Guidc[M]. Chicago:Scientific Software International,1992.
[142]Fornell C, Larcker D F. Evaluating Structural Equation Models with Unobservable and Measurement Errors [J].Journal of Marketing Research,1981,18:39-50.
[143]Gronroos C., Relationship Marketing Logic[J]. Asia-Austtalia Marketing Journal,1996,4(1):10.
[144]Kotler P. Analysis, Planning, Implementation, and Control [.M].8th ed. Englewood Cliffs,NJ:Prentice Hall. Marketing Management,1994.
[145]Hamilton D L,Sherman S J. Perceiving persons and groups[J]. Psychological Review, 1996,103(2):336-355.
[146]周晓虹.现代社会心理学[M].上海：上海人民出版社,1998：107-108.
[147]Juttner U,Wehrli H P.Relationship marketing From a value system perspective[J]. International Journal of Service Industry Management,1994,5(5):54-73.
[148]Crosby L A., Kenneth R E, Cowles D. Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J].Journal of Marketing,1990,54(July):68-81.
[149]Rodriguez C M, Wilson D T. Relationship Bonding and Trust as a Foundation for Commitment in U.S.-Mexican Strategic Alliances:A Structural Equation Modeling Approach[J]. Journal of International Marketing 2002,10(4):53-76.
[150]周茵,庄贵军,崔晓明.关系导向对营销渠道中企业间关系质量的影响：跨组织人际关系的中介作用[J].预测,2011,30(2)：28-33.
[151]Mavondo F T, Rodrigo E M. The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China. Journal of Business Research,2001,52(2):111-121.
[152]Hawke A, Ueffernan T. Interpersonal liking in lender-customer relationships in the Australian banking sector. International Journal of Bank Marketing,2006, 24(3):140-157.
[153]Reynolds K S, Beatty S E. Customer benefits and company consequences of customer-salesperson relationship in retailing.Journal of Retail ing,1999, 75(1):11-32.
[154]武志伟,陈莹(2008),“关系专用性投资、关系质量与合作绩效”,预测,2008,27(5)：33-37.
[155]Hrcbiniak L G. Effects of job level and participation on employee attitudes and perceptions of influence[J]. Academy of Management Journal,1974,17(4):649-662.
[156]Walsh G,Mitchell V W, Jackson P R, et al.Examining the antecedents and consequences of corporate reputation:a customer perspective[J]. British journal of Management,2009,20(2):187-203.
[157]Garbarino E, Johnson M S. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships[J]. Journal of Marketing,1999,63:70-87.
[158]Wulf K D, Odekerken-Schrocler G, lacobucci D. Investments in Consumer Relationships:A Cross-Country and Cross-Industry Explorat ion[J]. Journal of Marketing,2001,65:33-50.
[159]Mowday R, Porter L.Steers R. Organizational Linkages:The Psycholiogy of Commitment, Absenteeism, and Turnover[M]. Academic Press Inc., New York,NY.1982.
[160]Gremler D D, Gwinner K P, Brown S W. Generating positive word-of-mouth communication through customer-employee relationships[J]. International Journal of Service Industry Management,2001,12(1):44-59.
[161]Gundersen M G, Heide M, Olsson U H. Hotel Guest Satisfaction among Business Travelers: What Are the Important Factors? Cornell Hotel & Restaurant Administration Quarterly,1996,37(2):72-83.
[162]Reisinger Y, Turner L. A Cultural Analysis of Japanese Tourists:Challenges for Tourism Marketers. European Journal of Marketing,1999,33 (11):12-27.
[163]Aiken L S, West S G. Multiple regression:testing and interpreting interations[M], Newburt Park:Sage.1991.
[2]丹尼尔·贝尔.后工业社会的来临：对社会预测的一项探索[M].新华出版社,1997：25.
[3]王哲.服务业激发中国经济进入复苏通道[N].中国贸易报,2013.03.19(003).
[4]中华人民共和国过敏经济和社会发展第十二个五年规划纲要(全文)[EB/OL].(2011,03,17)[2013,04,20]. http://www.ce.cn/macro/more/201103/16/t20110316_22304698.shtml
[5]国家统计局服务业统计司.“十一五”中国服务业发展报告[N].中国信息报,2011.11.3(001).
[6]臧霄鹏.我国服务业的产业关联及其生产率研究[D].长春：吉林大学,2012.
[7]Venetis K A.Ghauri P N.Service quality and customer retention:building long-term relationships[J]. European Journal of Marketing,2004,38(11/12):1577-1598.
[8]Sweeney J C, Webb D A. How functional, psychological, and social relationship benefits influence individual and firm commitment to the relationship[J]. Journal of Business & Industrial Marketing,2007,22(7):474-488.
[9]Tel lefsen T, Thomas G P. The antecedents and consequences of organizational and personal commitment in business service relationships [J].Industrial Marketing Management,2005,34(1):23-37.
[10]Wong A, Sohal A. An examination of the relationship between trust, commitment and relationship quality[J]. International Journal of Retail & Distribution Management,2002,30(1):34-50.
[11]Bendapudi N, Leone R P. Managing business-to-business customer relationships following key contact employee turnover in a vendor f irm[J]. The Journal of Marketing,2002:83-101.
[12]Cannon J P, Perreaul t Jr W D. Buyer-seller relationships in business markets [J]. Journal of marketing research,1999:439-460.
[13]Chiu If C, llsich Y C, Li Y C, et al. Relationship marketing and consumer switching behavior[J], Journal of Business Research,2005,58(12):1681-1689.
[14]Ferguson R J, Paul in M, Bergeron J. Contractual governance, relational governance, and the performance of interfirm service exchanges:Tho influence of boundary-spanner closeness[J].Journal of the Academy of Marketing Science,2005,33(2):217-234.
[15]Sheth J N. Organizat ional buying behavior:past performance and future oxpectations[J]. Journal of Business Industrial Marketing,1996,11 (3/4):7-24.
[16]Price L L,Amould H J. Commercial Friendships:Service Provider-Client Relationships in Context[J]. Journal of Market ing,1999,63(4):38-56.
[17]lleide J B, Wathne K H.Friends, Businesspeople, and Relationship Roles:A Conceptual Framework and a Research Agenda[J]. Journal of Marketing,2006,70(July):90-103.
[18]Grayson K. Friendship versus business in marketing relationships[J]. Journal of Marketing,2007:121-139.
[19]王建军.人情关系质量在关系营销中的作用研究[D].大连：大连理工大学,2012.
[20]Schmenner R W.服务运营管理[M].中国人民大学出版社,2010：101.
[21]Dwyer F R, Schurr P H, Oh S. Developing Buyer-Seller Relationships[J]. Journal of Marketing,1987,51(April):11-27.
[22]Halinen A. Relationship marketing in professional services:a study of agency-client dynamics in the advertising sector[M]. Routledge, London,1997:373.
[23]Barnes B R, Yen D, Zhou L. Investigating "guanxi" dimensions and relationship outcomes:Insights from Sino-Anglo business relationships[J]. Industrial Marketing Management,2011,40(4):510-521.
[24]Gu F F, Hung K,Tse D K. When does guanxi matter? Issues of capitalization and its dark sides[J]. Journal of Marketing,2008,72(4):12-28.
[25]Yen D A, Barnes B R, Wang C L.The measurement of "guanxi":Introducing the GRX scale[J]. Industrial Marketing Management,2011,40(1):97-108.
[26]庄贵军,李珂,崔晓明.关系营销导向与跨组织人际关系对企业关系型渠道治理的影响[J].管理世界,2008(7)：77-93.
[27]韩小芸,汪纯孝.服务性企业顾客满意感与忠诚感关系[M].北京：清华大学出版社,2005：151.
[28]Becker H S. Notes on the concept of commitment[J]. American journal of Sociology,1960: 32-40.
[29]梁威.顾客承诺构成维度、驱动因素及对品牌忠诚的影响研究——来自咖啡连锁店的实证分析[D].上海：复口.大学,2008.
[30]Moorman C, Zaltman G, Deshpande R. Relationships Between Providers and Users of Market Research:The Dynamics of Trust[J]. Journal of marketing research,1992,29:314-28.
[31]Morgan R M, Hunt S D. The trommitment-Trust Theory of Relationship Marketing[J]. Journal of Marketing,1994,58:20-38.
[32]Doney P M,Cannon J P. An examination of the nature of trust in buyer-seller relationships[J], the Journal of Marketing,1997:35-51.
[33]范秀成.交互过程与交互质量[J].南开管理评论,1999,(1)：8-12.
[34]Walsh G,Beatty S E. Customer-based corporate reputation of a service firm:scale development and validation[J]. Journal of the Academy of Marketing Science, 2007,1(35):127-143.
[35]翟学伟.中国人际关系的特质——本土的概念及其模式.社会学研究[J].1993(4)：74-83.
[36]中国大百科全书总编辑委员会《心理学》编辑委员会.中国大百科全书·心理学[Z],北京:中国大百科全书出版社,1991：283.
[37]Wathne K H,Biong J, lie i de J B. Choice of supplier in embedded markets:relationship and marketing program ef'fects[J]. The Journal of Market ing,2001:54-66.
[38]Haytko D L. Firm-to-firm and interpersonal relationships:Perspectives from advertising agency account managers[J]. Journal of the Academy of Marketing Science,2004,32(3):312-328.
[39]Jeng S P.Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions[J]. The Service Industries Journal,2008,28(1):15-26.
[40]lacobucci D, Ostrom A. Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters[J]. Journal of Consumer Psychology,1993,2(3):257-286.
[41]Berry L L, Zeithuml, Parasuraman A. Quality counts in services, too[J]. Business Horizons,1985(28):44-52.
[42]Swartz T A, Brown S W. Consumer and provider expectations and experiences in evaluating professional service quality[J]. Journal of the Academy of Marketing Science,1989, 17(2):189-195.
[43]Iacobucci D, Hibbard J D. Toward an encompassing theory of business marketing relationships (BMRS) and interpersonal commercial relationships (ICRS):an empirical generalization[J]. Journal of Interactive Marketing,1999,13(3):13-33.
[44]Swan J E, Goodwin C, Mayo M A, et al. Customer identities:customers as commercial friends, customer coworkers or business acquaintances[J].The Journal of Personal Selling and Sales Management,2001:29-37.
[45]Atkinson S, Butcher D. Trust in the context of management relationships:an empirical study[J].2003:24-35
[46]Nuttall J. Modes of interpersonal relationship in management organisations[J]. Journal of Change Management,2004,4(1):15-29.
[47]Baron I., Morin L. The coach-coachee relationship in ex ecutive coaching:A field study[J]. Human Resource Development Quarterly,2009,20(1):85-106
[48]Siti Haryati Shaikh Ali. Proactive vs Reactive Measures in Building Quality Relationship with Customers in Banking Sector[J]. Interdisciplinary Journal of Contemporary Research in Business,2011,3 (5):553-565.
[49]Wan W W N,Luk C L, Fam K S, et al. Interpersonal Relationship, Service Quality, Seller Expertise:How Important Are They to Adolescent Consumers?[J]. Psychology & Marketing,2012,29(5):365-377.
[50]Carmeli A, Brueller D, Dutton J E. Learning behaviours in the workplace:The role of high-quality interpersonal relationships and psychological safety[J]. Systems Research and Behavioral Science,2009,26(1):81-98.
[51]Brueller D, Carmeli A. Linking capacities of high-quality relationships to team learning and performance in service organizations[J]. Human Resource Management,2011, 50(4):455-477.
[52]陆卫明,李红.人际关系心理学[M].西安：西安交通大学出版社,2006：13.
[53]全国13所高等院校《社会心理学》编写组.社会心理学[M].天津：南开大学出版社,2008：187.
[54]林国灿.纵向人际关系[J].社会心理学研究,1998(1)：20-24.
[55]乐国安.当前中国人际关系研究[M].天津：南开大学出版社,2002：53.
[56]Wong Y H, Leung T K P, Hung H, et al. A model of guanxi development:Flexibility, commitment and capital exchange[J]. Total Quality Management & Business Excellence, 2007,18(8):875-887.
[57]费孝通.乡土中国生育制度[M].北京：北京大学出版社,1998：26-27.
[58]黄光国.面子：中国人的权力游戏[M].北京：人民大学出版社,2004.
[59]杨宜音.“自己人”：一项有关中国人关系分类的个案研究//杨宜音.中国社会心理学评论(第-辑)[M].北京：社会科学文献出版社,2005：181-205.
[60]林南.社会资源理论[M].社会学与社会调查,1990：57-60
[61]Gold T, Guthrie D. Social connections in China:Institutions, culture, and the changing nature of guanxi[M]. Cambridge University Press,2002.
[62]Chen X P, Chen C C. On the Intricacies of the Chinese Guanxi:A Process Model of Guanxi Development[J]. Asian Pacific Journal of Management,2004,21(3):305-324.
[63]Farh J L, Tsui A S, Xin K,et al.The influence of relational demography and guanxi:The Chinese case[J]. Organization science.1998.9(4):471-488.
[64]庄贵军.关系在中国的文化内涵：管理学者的视角[J].当代经济科学,2012,34(1)：18-29.
[65]庄贵军,席酉民.关系营销在中国的文化基础[J].管理世界,2003(10)：98-109.
[66]黄文彦.顾客承诺的影响因素及其与正面口碑行为的关系研究[D].广州：华南理工大学,2011.
[67]Hofstede G, Bond M H. Hofstede's Culture Dimensions An Independent Validation Using Rokeach's Value Survey[J].Journal of cross-cultural psychology.1984.15(4):417-433.
[68]汀涛,陈露蓉,刘一雄.华人的关系主义文化和消费者行为[J].经济管理,2003(15)：85-88.
[69]林有成.五缘文化与市场营销[M].北京：经济管理出版社,1997：5.
[70]杨国枢《中国人孝道的概念分析》,载杨国枢编《中国人的心理》[M],中国台北,桂冠图书股份有限公司,1988.
[71]杨中芳,彭泗清.中国人的人际信任的概念化：·个人际交往的观点[J].社会学研究,1999(2)：1-21.
[72]汪涛.华人的关系主义文化和消费者行为[J].经济管理,2003(9)：85-88.
[73]曾仕强等,管理思维[M],北京：东方出版社,2005：41-42.
[74]Berry L L, Shostack G L,& G. Upah. (F.ds.). Emerging Perspectives on Services Marketing[C]. Chicago,IL:American Marketing Association,1983:25-28.
[75]Jackson, B. Winning and Keeping Industrial Customers[M]. Lexington, MA:Lexington Books,1985.
[76]Berry L L, Parasuraman A. Marketing services:competing through quality[M]. New York: the Free Press,1991:137.
[77]Oummesson E. Making relationship marketing operational [J]. International Journal of Service Industry Management,1994,5(5):5-20.
[78]Gronroos C. The relationship marketing process:communication, interaction, dialogue,value[J]. Journal of Business & Industrial Market ing,2004,19(2):99-113.
[79]阿德里安·佩恩等.关系营销——形成和保持竞争优势[M].中信出版社,2002,1：35
[80]Sheth J N, Parvatiyar A. The Evolution of Relationship Marketing[J]. International Business Review,1995,4(4):397-316.
[81]Palmatier R W, Dant R P, Grewal D, et al. Factors influencing the effectiveness of relationship marketing:a meta-analysis[J]. Journal of marketing,2006:136-153.
[82]Heide J B, John G. Do Norms Matter in Marketing Relationships[J]. Journal of Marketing, 1992,56:32-44
[83]Bansal H, Irving G, Taylor S. A Three-Component Model of Customer Commitment to Service Providers[J].Journal of the Academy of Marketing Science,2004,32(3):234-250.
[84]Bettencourt L A. Customer Voluntary Performance:Customers as Partners in Service Delivery[J]. Journal of Retailing,1997,73(3):383-406.
[85]Anderson E, ffeitz B. The use of pledges to build and sustain commitment in distribution channels[J]. Journal of marketing research,1992:18-34.
[86]Gundlach G T, Achrol R S, Mentzer J T. The structure of commitment in exchange [J]. The Journal of Marketing,1995:78-92.
[87]Meyer J P, Herscovitch L. Commitment in the workplace:Toward a general model[J]. Human resource management review,2001,11(3):299-326.
[88]Russell Lacey. Relationship Drivers of Customer Commi tment. Journal of Marketing Theory and Practice,2007,15(4):315-333.
[89]Alonso S. The Antecedents and Consequences of Customer Loyalty:The Roles of Customer Satisfaction and Consumer Trust-Commitment[D]. Ml, USA:Bell & Howell Information and Learning,2000.
[90]Brown T J, Barry T E, Dacin P A, and Gunst R F.Spreading the Word:Investigating Antecedents of Consumers'Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context[J]. Journal of the Academy of Marketing Science, Spring 2005,33 (2):123-138.
[91]Johnson M S, Sivadas E, and Garbarino E. Customer Satisfaction, Perceived Risk and Affective Commitment:An Investigation of Directions of Influence[J]. Journal of Services Marketing,2008,22(5):353-362.
[92]Sung Y, Campbell W K.Brand commitment in consumer-brand relationships:An investment model approach[J]. Journal of brand Management,2007,17(2):97-113.
[93]Van Vianen A E M, Shen C T, Chuang A. Person-organization and person-supervisor fits:Employee commitments in a Chinese context[J]. Journal of Organizational Behavior, 2011,32(6):906-926
[94]Mavondo F T, Rodrigo E M. The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China[J]. Journal of Business Research,2001,52(2):111-121
[95]Jones T, Taylor S F, Bansal H S, Commitment to a friend,a service provider,or a service company--are they distinctions worth making? [J]. Journal of the Academy of Marketing Sc i ence,2008,36(4):473-487
[96]Yim C K, Tse D K, Chan K W. Strengthening customer loyalty through intimacy and passion: roles of customer-firm affection and customer-staff relationships in services[J].Journal of Marketing Research,2008,45(6):741-756.
[97]杨丹.人际关系学[M].武汉：武汉大学出版社,2010：1.
[98]Chao P, Fu H P, Lu I Y. Strengthening the Quality-Loyalty Linkage:The Role of Customer Orientation and Interpersonal Relationship[J]. The Service Industries Journal,2007,27(4):471-494.
[99]Cater B. The importance of social bonds for communication and trust in marketing relationships in professional services [J]. Management,2008,13, (1):1-15
[100]Schakett T, Flaschner A, Gao T, et al. Effects of Social Bonding in Business-to-Business Relationships[J]. Journal of Relationship Marketing,2011,10(4):264-280.
[101]Wan L C, Hui M K,Wyer Jr R S. The role of relationship norms in responses to service failurestj]. Journal of Consumer Research,2011,38(2):260-277.
[102]Wang C H,Hsu L C. How do Service Encounters Impact on Relationship Benefits[J]. International Business Research,2012,5(1):98.
[103]Hook M K.Gerstein L H, Detterich L,et al.How close are we? Measuring intimacy and examining gender differences[J].Journal of Counseling & Development.2003,81(4): 462-472.
[104]Barnes J G.Closeness, strength,and sat isfaction:examining the nature of relationships between providers of financial services and their retail customers[J]. Psychology & Marketing,1997,14(8):765-790.
[105]Guenzi P, and Pelloni O. The impact of interpersonal relationships on customer satisfaction and loyalty to the service provider [J]. International Journal of Service Industry Management,2004,15(4):365-384.
[106]Ma J. Does the customer-firm relationship affect consumer recovery expectations [J]. Academy of Marketing Studies Journal,2012,16(2):17-30.
[107]Nicholson C Y, Compeau L D, Sethi R. The role of interpersonal liking in building trust in long-term channel relationships[J]. Journal of the Academy of Marketing Science,2001,29(1):3-15.
[108]Reingen P H.Foster B L, Brown J J,et al. Brand congruence in interpersonal relations: A social network analysis[J]. journal of Consumer Research,1984:771-783.
[109]Allen T D, Day R, Lentz E. The role of interpersonal comfort, in mentoring relationships[J]. Journal of Career Development,2005,31(3):155-169.
[110]Varma A, Pichler S. Interpersonal Affect:Does It Really Bias Performance Appraisals? [J]. Journal of Labor Research,2007,28(2):397-412.
[111]韩巍,席酉民.关系：中国商业活动的基本模式探讨[J].西北大学薛报,2001,31：43-47.
[112]Ambler T. Marketing's third paradigm:Guanxi[J].Business Strategy Review,1994, 5(4):69-80.
[113]白如彬,周国华等.跨组织私人关系质量测量模型的实征研究[J].统计与决策,2010,(3)：89-91.
[114]王晓玉,晁钢令.私人关系、契约关系对组织间两层次信任的影响[J].上海管理科学,2006(5)：5-8.
[115]盛宇华,李金生.基于人际关系的营销控制力模型及其实证分析[J].经济管理2007,29(20)：8-13.
[116]段志鹏,人际关系对供应链关系质量的影响研究[J].生产力研究,2010(3)：114-116.
[117]胡保玲,徐玲.基于私人关系的渠道权力运用研究[J].现代管理科学,2007(3)：94-96.
[118]Zhuang G J,Xi Y M, Tsang A S L Power, conflict, and cooperation:The impact of Guanxi in a Chinese marketing channel[J]. Industrial Marketing Management,2010,39 (1):137-149.
[119]Lee D Y, Dawes P L. Guanxi, trust, and long-term orientation in Chinese business markets[J]. Journal of International Marketing,2005:28-56.
[120]Mak K, Wong S K S, Tong C. How Guanxi Influences Word of Mouth Intentions[J]. International Journal of Business and Management,2011,6(7):3.
[121]Hudson 1. A, Ozanne J L. Alternative Ways of Seeking Knowledge in Consumer Research[J]. Journal of Consumer Research,1988,14:508-521.
[122]Lincoln Y S, Cuba E G. Naturalistic Inquiry[M]. Beverly Hills:Sage,1985.
[123]冯兰.人际关系学[M].辽宁人民出版社,2005：5.
[124]Leung T K P, Lai K, Chan R Y K, et al.The roles of "xinyong" and "guanxi" in Chinese relationship marketing[J]. Kuropean Journal of Marketing,2005,39(5/6):528-559.
[125]Leung T K P, Chan R Y K, Lai K, et al. An examination of the influence of "guanxi" and "xinyong" (utilization of personal trust) on negotiation outcome in China:An old friend approach[J]. Industrial Marketing Management,2011,40(7):1193-1205.
[126]Lee D J, Pae J H, Wong Y H. A model of close business relationships in China (guanxi)[J]. European Journal of Marketing,2001,35(1/2):51-69.
[127]Shou Z, Guo R, Zhang Q, el al.The many faces of trust and "guanxi" behavior:Evidence from marketing channels in China[J]. Industrial Marketing Management, 2011,40(4):503-509.
[128]Butcher K, Sparks B,O'Callaghan F. Evaluative and relational influences on service loyalty[J]. International Journal of Service Industry Management,2001,12(4):310-327.
[129]Kelley H. H. Personal Relationships:Their Structures and Processes [M]. New York: Lawrence Erlbaum Associates,1979.
[130]Stafford L. Maintaining long-distance and cross-residential relationships [M]. Mahwah, New Jersey:Lawrence Erlbaum Associates,2005.
[131]Clark M S.Reis H. Interpersonal processes in close relationships [J]. Annual Review of Psychology,1988(39):609-672.
[132]Swan J E, Silva D W. How Industrial Salespeople Gain Customer Trust [J]. Industrial Marketing Management,1985,14(4):203-211.
[133]Churchill G A. A Paradigm for Developing Better Measures of Marketing Constructs[J]. Journal of Marketing Research,1979,16:64-73.
[134]Paul P J. Construct Validity:A Review of Basic Issues and Marketing Practices[J]. Journal of Marketing Research,1981,18:133-145.
[135]Nicholson C Y, Compeau L D, Sethi R. The role of interpersonal 1 iking in building trust in long-term channel relationships[J]. Journal of the Academy of Marketing Science,2001,29(1):3-15.
[136]Guenzi P.Georges L. Interpersonal trust in commercial relationships:antecedents and consequences of customer trust in the salesperson[J]. European Journal of Marketing,2010,44(1/2):114-138.
[137]Nunnally J C, Berstein I H. Psychometric Theory[M]. New York:McGraw-Hall,1994.
[138]Straub D W. Validating Instruments in MIS Research[J]. MIS Quarterly,1989,2(13): 147-169.
[139]Anderson J C,Gerbing D W.Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach [J]. Psychological Bullet, in,1988,103(3):411-423.
[140]Bollen K A. Structural Equations with Latent Variables[M]. New York:John Willey & Sons,1989.
[141]Joreskog K G,Sorbom D. LISRHL8:User's Reference Guidc[M]. Chicago:Scientific Software International,1992.
[142]Fornell C, Larcker D F. Evaluating Structural Equation Models with Unobservable and Measurement Errors [J].Journal of Marketing Research,1981,18:39-50.
[143]Gronroos C., Relationship Marketing Logic[J]. Asia-Austtalia Marketing Journal,1996,4(1):10.
[144]Kotler P. Analysis, Planning, Implementation, and Control [.M].8th ed. Englewood Cliffs,NJ:Prentice Hall. Marketing Management,1994.
[145]Hamilton D L,Sherman S J. Perceiving persons and groups[J]. Psychological Review, 1996,103(2):336-355.
[146]周晓虹.现代社会心理学[M].上海：上海人民出版社,1998：107-108.
[147]Juttner U,Wehrli H P.Relationship marketing From a value system perspective[J]. International Journal of Service Industry Management,1994,5(5):54-73.
[148]Crosby L A., Kenneth R E, Cowles D. Relationship Quality in Services Selling:An Interpersonal Influence Perspective[J].Journal of Marketing,1990,54(July):68-81.
[149]Rodriguez C M, Wilson D T. Relationship Bonding and Trust as a Foundation for Commitment in U.S.-Mexican Strategic Alliances:A Structural Equation Modeling Approach[J]. Journal of International Marketing 2002,10(4):53-76.
[150]周茵,庄贵军,崔晓明.关系导向对营销渠道中企业间关系质量的影响：跨组织人际关系的中介作用[J].预测,2011,30(2)：28-33.
[151]Mavondo F T, Rodrigo E M. The effect of relationship dimensions on interpersonal and interorganizational commitment in organizations conducting business between Australia and China. Journal of Business Research,2001,52(2):111-121.
[152]Hawke A, Ueffernan T. Interpersonal liking in lender-customer relationships in the Australian banking sector. International Journal of Bank Marketing,2006, 24(3):140-157.
[153]Reynolds K S, Beatty S E. Customer benefits and company consequences of customer-salesperson relationship in retailing.Journal of Retail ing,1999, 75(1):11-32.
[154]武志伟,陈莹(2008),“关系专用性投资、关系质量与合作绩效”,预测,2008,27(5)：33-37.
[155]Hrcbiniak L G. Effects of job level and participation on employee attitudes and perceptions of influence[J]. Academy of Management Journal,1974,17(4):649-662.
[156]Walsh G,Mitchell V W, Jackson P R, et al.Examining the antecedents and consequences of corporate reputation:a customer perspective[J]. British journal of Management,2009,20(2):187-203.
[157]Garbarino E, Johnson M S. The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships[J]. Journal of Marketing,1999,63:70-87.
[158]Wulf K D, Odekerken-Schrocler G, lacobucci D. Investments in Consumer Relationships:A Cross-Country and Cross-Industry Explorat ion[J]. Journal of Marketing,2001,65:33-50.
[159]Mowday R, Porter L.Steers R. Organizational Linkages:The Psycholiogy of Commitment, Absenteeism, and Turnover[M]. Academic Press Inc., New York,NY.1982.
[160]Gremler D D, Gwinner K P, Brown S W. Generating positive word-of-mouth communication through customer-employee relationships[J]. International Journal of Service Industry Management,2001,12(1):44-59.
[161]Gundersen M G, Heide M, Olsson U H. Hotel Guest Satisfaction among Business Travelers: What Are the Important Factors? Cornell Hotel & Restaurant Administration Quarterly,1996,37(2):72-83.
[162]Reisinger Y, Turner L. A Cultural Analysis of Japanese Tourists:Challenges for Tourism Marketers. European Journal of Marketing,1999,33 (11):12-27.
[163]Aiken L S, West S G. Multiple regression:testing and interpreting interations[M], Newburt Park:Sage.1991.