商务市场中顾客关系的持续机制研究
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摘要
随着市场竞争的加剧以及卖方市场向买方市场的转变，顾客对企业产品或服务的态度与行为对企业的生存和发展起着越来越大的作用。因此，企业有必要从战略角度考虑如何构建和维持良好的顾客关系以提升企业在市场中的生存和竞争能力(Haugland，1999；Eriksson，Vaghult，2000)。如何保持顾客关系的持续性已经成为理论界和企业界关注的一个焦点。然而，现有文献对顾客关系持续的研究要么关注于顾客满意，要么关注于顾客忠诚，而顾客满意和顾客忠诚均不能全面揭示顾客关系持续的机制，它们对顾客保持在当前顾客关系内的本质仍缺乏透视(Henning等，1997；Torsten等人，2001)。同时，实践中企业制定和实施的各种关系持续策略对顾客关系持续的影响效应也没有得到很好的实证研究，企业应该采取何种关系维持策略还缺乏可靠的依据(Beatty等，1996；Bendapudi，Berry，1997；Christy,等，1996；Fournie，1998；Gwinner，Gremler，Bitner，1998)。此外，对于顾客关系问题的研究，绝大多数文献是集中于从企业(卖方)的角度进行研究，而从顾客视角进行研究的方法却受到了极大的忽视(Singh，Sirdeshmuch，2000；Odekerken-Schroder，1999)。在系统吸收前人研究成果的基础上，本论文试图以理论分析和实证研究相结合的方法，从顾客视角揭示商务市场中顾客关系持续的内在机制。
顾客关系的持续主要取决于两个方面，一是顾客自身保持在当前关系内的内在动机，二是企业制定和实施的关系维持策略。本论文研究的问题主要集中在以下三个方面：
(1)揭示顾客关系持续的本质
研究顾客关系的持续机制，必须首先要解决顾客关系为什么能够持续的问题，即顾客为什么会保持在当前关系内?这是本论文要研究的第一个主要内容。先前的研究认为，顾客满意和顾客忠诚是顾客关系持续的根本原因。但后来的实证研究则表明，顾客满意和顾客忠诚在解释顾客为什么会保持在当前顾客关系中时，存在许多缺陷和不足，顾客满意和顾客忠诚并不能完全反映顾客关系持续的本质。所以，我们必须重新认识顾客关系持续的本质是什么。本文从经济社会学的视角，集成关系性交换的经济方面和社会方面的相关理论，试图重新解释顾客关系持续的本质。
(2)从顾客视角分析企业的顾客关系持续策略及其效果
顾客关系的持续总是与企业制定和实施的关系持续策略休戚相关。在实践中，企业为使顾客关系持续，总是显性地或潜在地使用各种关系持续策略。可是这些策略在形态上千差万别，在内容上涉及到方方面面。那么，顾客是如何感知和评价这些策略及其效果的?这也是一个很重要并且也需要迫切回答的问题，因为解决它，
浙江大学博士学位论文
企业就可以抓住关系维持策略制定的根本，从而可以有效地制定策略促进顾客关系
的持续。因此，这是本论文要研究的第二个主要内容。即探讨实践中的企业关系维
持策略及其效果，并研究顾客是如何看待这些关系持续策略效果的。
(3)从顾客视角研究企业顾客关系持续策略推动关系持续的作用机理
在搞清楚了顾客关系的持续性本质和研究了顾客对企业的关系持续策略及其
效果的感知之后，本文接着研究这些因素对顾客关系持续性的影响以及这些因素对
顾客关系持续性的作用途径，从而揭示基于顾客视角的顾客关系的持续机制，以期
对企业制定和实施关系持续策略提供可靠性的依据。
本研究以我国建材行业的顾客关系为实证背景，在文献研究和规范分析的基础
上，结合对16家(顾客)企业的访谈，提出了从顾客视角看待顾客关系的持续机制
模型。然后从浙江省、湖北省、河南省和贵州省等四省中选择若干区域进行问卷调
查，共发放调查问卷500份，获取有效问卷305份。笔者利用SPSSIO.0和Lisrels.20
等统计软件来探讨实证资料对研究假设的支持程度，得出了如下研究结论:
(1)顾客对关系的承诺(顾客承诺)是顾客关系持续的本质
顾客承诺可以分为顾客的态度性承诺和顾客的持续性承诺。顾客的态度性承诺
能够揭示顾客之所以留在关系内的情感动机，它包括三个维度:认知承诺、情感承
诺和意志力承诺。顾客的持续性承诺能够揭示顾客留在关系内的经济动机，它主要
包括两个维度:基于单边赌注的顾客承诺和基于缺乏潜在替代者的顾客承诺。问卷
调查的结构方程建模(SEM)分析表明，顾客的态度性承诺与顾客的持续性承诺对
顾客关系的持续性均有着正面的影响效应。同时，实证研究还发现，至少就我国建
材行业的顾客关系而言，相对于顾客的持续性承诺，顾客的态度性承诺对顾客关系
持续性的影响作用更大。
(2)顾客承诺受到顾客对企业(供应商)关系持续策略导向感知的影响
顾客对企业(供应商)关系持续策略导向的感知可以分为三种:关系融洽感知、
顾客价值感知和机会主义感知。
所谓关系融洽感知是指顾客感知到的当前顾客关系的关系氛围的和谐程度。本
文识别了关系融洽感知的5个维度:惯例化、灵活性、制度性信任、意愿性信任和
互动质量。实证结果表明，顾客的关系融洽感知对顾客的态度性承诺具有正面影响
效应，对顾客的持续性承诺具有负面影响效应。
所谓顾
As the competitive pressure is increasing and the seller-market is transiting into the buyer-market, the customers' attitudes and behaviors play an important role during the enterprise's development So, it is necessary for the enterprise how to make and maintain the good customer relationships needs to be considered from the strategy perspective in order to strengthen the survival and developing competence (Haugland, 1999; Eriksson, Vaghult, 2000). How to maintain the customer relationships has been already considered. The current papers on the customer relationships' continuance focused either on the customer satisfaction or the customer loyalty, but the customer satisfaction or the customer loyalty didn't tell us the mechanisms of the customer relationship' continuance. Also the papers didn't explore completely the essence of the customer relationship's continuance (Henning etc., 1997; Torsten etc., 2001). Further, the effects that the enterprise designs and carry on the various strategies make on the cust
omer relationship's continuance still need a lot of empirical studies, and evidences that the enterprise should carry on what strategies are still absented (Beatty etc., 1996; Bendapudi, Berry, 1997; Christy etc., 1996; Fournie, 1998; Gwinner, Gremler, Bitner, 1998). Finally, the research on the customer relationship are almost from the seller's perspective, the buyer's perspective is badly neglected (Singh, Sirdeshmuch, 2000; Odekerken-Schroder, 1999). So, based on the previous papers and employed the empirical research approach, this paper tried to explore the mechanism of the customer relationship's continuance from the buyer's perspective.
The customer relationship's continuance on the one hand correlates closely with the strategies the enterprise designs and carries on, on the other hand, it correlates closely with the motivations of the customer that maintain the customer relationship. So the problems that this paper would solve include three sub-questions:
(1) Research on the essence of the customer re I at i onsh i p' s cont i nuance from the viewpoint of the customer
If exploring the mechanism of the customer relationship's continuance from the buyer's perspective, we have to answer "what is the essence of the customer relationship's continuance?" That is, we firstly study the "why". In order to solve this question, we have to solve the following sub-questions: what are the dimensions of the customer relationship? What are the motivations of the customer that maintain the customer relationship? Because the satisfactory theory and the loyalty theory couldn't
answer these questions successfully, the new perspective from the exchange theory should be employed.
(2) Explores the enterprise' s relational maintaining strategies from the customer perspective
In practice, the enterprise always carries out the various relational maintaining strategies consciously or unconsciously in order to make its customer relationships. But how does the customer recognize and value these strategies and its effects? These problems are very important because the enterprise can grasp the essence of designing the relational maintaining strategies if these problems can be solved. This paper solved them by bringing forward the notions of the relational maintaining strategies.
(3) Research on effects of the enterprise' s relational maintaining strategies on the customer relationship' s continuance
When the essence of customer relationship's continuance and the Driving-Strategy-Orientation (DSO) are solved, an following problem is: how the Perceived Driving-Strategy-Orientation (PDSO) influences customer commitment directly and indirectly? It is the last problem this paper will study.
Based on the various previous paper and academic analysis, this paper points out the continuing model of the customer relationship starting from the customer relationships in the construction material market. After interviewing 16 enterprises, we carried out random sample surveys in the selected regions came from Zhejia
顾客关系的持续主要取决于两个方面，一是顾客自身保持在当前关系内的内在动机，二是企业制定和实施的关系维持策略。本论文研究的问题主要集中在以下三个方面：
(1)揭示顾客关系持续的本质
研究顾客关系的持续机制，必须首先要解决顾客关系为什么能够持续的问题，即顾客为什么会保持在当前关系内?这是本论文要研究的第一个主要内容。先前的研究认为，顾客满意和顾客忠诚是顾客关系持续的根本原因。但后来的实证研究则表明，顾客满意和顾客忠诚在解释顾客为什么会保持在当前顾客关系中时，存在许多缺陷和不足，顾客满意和顾客忠诚并不能完全反映顾客关系持续的本质。所以，我们必须重新认识顾客关系持续的本质是什么。本文从经济社会学的视角，集成关系性交换的经济方面和社会方面的相关理论，试图重新解释顾客关系持续的本质。
(2)从顾客视角分析企业的顾客关系持续策略及其效果
顾客关系的持续总是与企业制定和实施的关系持续策略休戚相关。在实践中，企业为使顾客关系持续，总是显性地或潜在地使用各种关系持续策略。可是这些策略在形态上千差万别，在内容上涉及到方方面面。那么，顾客是如何感知和评价这些策略及其效果的?这也是一个很重要并且也需要迫切回答的问题，因为解决它，
浙江大学博士学位论文
企业就可以抓住关系维持策略制定的根本，从而可以有效地制定策略促进顾客关系
的持续。因此，这是本论文要研究的第二个主要内容。即探讨实践中的企业关系维
持策略及其效果，并研究顾客是如何看待这些关系持续策略效果的。
(3)从顾客视角研究企业顾客关系持续策略推动关系持续的作用机理
在搞清楚了顾客关系的持续性本质和研究了顾客对企业的关系持续策略及其
效果的感知之后，本文接着研究这些因素对顾客关系持续性的影响以及这些因素对
顾客关系持续性的作用途径，从而揭示基于顾客视角的顾客关系的持续机制，以期
对企业制定和实施关系持续策略提供可靠性的依据。
本研究以我国建材行业的顾客关系为实证背景，在文献研究和规范分析的基础
上，结合对16家(顾客)企业的访谈，提出了从顾客视角看待顾客关系的持续机制
模型。然后从浙江省、湖北省、河南省和贵州省等四省中选择若干区域进行问卷调
查，共发放调查问卷500份，获取有效问卷305份。笔者利用SPSSIO.0和Lisrels.20
等统计软件来探讨实证资料对研究假设的支持程度，得出了如下研究结论:
(1)顾客对关系的承诺(顾客承诺)是顾客关系持续的本质
顾客承诺可以分为顾客的态度性承诺和顾客的持续性承诺。顾客的态度性承诺
能够揭示顾客之所以留在关系内的情感动机，它包括三个维度:认知承诺、情感承
诺和意志力承诺。顾客的持续性承诺能够揭示顾客留在关系内的经济动机，它主要
包括两个维度:基于单边赌注的顾客承诺和基于缺乏潜在替代者的顾客承诺。问卷
调查的结构方程建模(SEM)分析表明，顾客的态度性承诺与顾客的持续性承诺对
顾客关系的持续性均有着正面的影响效应。同时，实证研究还发现，至少就我国建
材行业的顾客关系而言，相对于顾客的持续性承诺，顾客的态度性承诺对顾客关系
持续性的影响作用更大。
(2)顾客承诺受到顾客对企业(供应商)关系持续策略导向感知的影响
顾客对企业(供应商)关系持续策略导向的感知可以分为三种:关系融洽感知、
顾客价值感知和机会主义感知。
所谓关系融洽感知是指顾客感知到的当前顾客关系的关系氛围的和谐程度。本
文识别了关系融洽感知的5个维度:惯例化、灵活性、制度性信任、意愿性信任和
互动质量。实证结果表明，顾客的关系融洽感知对顾客的态度性承诺具有正面影响
效应，对顾客的持续性承诺具有负面影响效应。
所谓顾
As the competitive pressure is increasing and the seller-market is transiting into the buyer-market, the customers' attitudes and behaviors play an important role during the enterprise's development So, it is necessary for the enterprise how to make and maintain the good customer relationships needs to be considered from the strategy perspective in order to strengthen the survival and developing competence (Haugland, 1999; Eriksson, Vaghult, 2000). How to maintain the customer relationships has been already considered. The current papers on the customer relationships' continuance focused either on the customer satisfaction or the customer loyalty, but the customer satisfaction or the customer loyalty didn't tell us the mechanisms of the customer relationship' continuance. Also the papers didn't explore completely the essence of the customer relationship's continuance (Henning etc., 1997; Torsten etc., 2001). Further, the effects that the enterprise designs and carry on the various strategies make on the cust
omer relationship's continuance still need a lot of empirical studies, and evidences that the enterprise should carry on what strategies are still absented (Beatty etc., 1996; Bendapudi, Berry, 1997; Christy etc., 1996; Fournie, 1998; Gwinner, Gremler, Bitner, 1998). Finally, the research on the customer relationship are almost from the seller's perspective, the buyer's perspective is badly neglected (Singh, Sirdeshmuch, 2000; Odekerken-Schroder, 1999). So, based on the previous papers and employed the empirical research approach, this paper tried to explore the mechanism of the customer relationship's continuance from the buyer's perspective.
The customer relationship's continuance on the one hand correlates closely with the strategies the enterprise designs and carries on, on the other hand, it correlates closely with the motivations of the customer that maintain the customer relationship. So the problems that this paper would solve include three sub-questions:
(1) Research on the essence of the customer re I at i onsh i p' s cont i nuance from the viewpoint of the customer
If exploring the mechanism of the customer relationship's continuance from the buyer's perspective, we have to answer "what is the essence of the customer relationship's continuance?" That is, we firstly study the "why". In order to solve this question, we have to solve the following sub-questions: what are the dimensions of the customer relationship? What are the motivations of the customer that maintain the customer relationship? Because the satisfactory theory and the loyalty theory couldn't
answer these questions successfully, the new perspective from the exchange theory should be employed.
(2) Explores the enterprise' s relational maintaining strategies from the customer perspective
In practice, the enterprise always carries out the various relational maintaining strategies consciously or unconsciously in order to make its customer relationships. But how does the customer recognize and value these strategies and its effects? These problems are very important because the enterprise can grasp the essence of designing the relational maintaining strategies if these problems can be solved. This paper solved them by bringing forward the notions of the relational maintaining strategies.
(3) Research on effects of the enterprise' s relational maintaining strategies on the customer relationship' s continuance
When the essence of customer relationship's continuance and the Driving-Strategy-Orientation (DSO) are solved, an following problem is: how the Perceived Driving-Strategy-Orientation (PDSO) influences customer commitment directly and indirectly? It is the last problem this paper will study.
Based on the various previous paper and academic analysis, this paper points out the continuing model of the customer relationship starting from the customer relationships in the construction material market. After interviewing 16 enterprises, we carried out random sample surveys in the selected regions came from Zhejia
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