企业声誉对关系质量的影响
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摘要
对于企业来说,提高顾客关系质量有利于提高顾客对企业的满意度,使顾客经常光顾该企业。留住老顾客可极大节省企业的营销费用以及启动性服务费用,从而节约成本。此外,从顾客的角度来讲,提高关系质量对顾客也是有利的,与企业建立长期良好的关系也可以降低顾客购买的风险成本,节省在信息收集、选择、评估等购前活动中所花费的人力、物力及财力,从而获得更优质的核心服务和更多的额外服务(例如信息服务和咨询服务)。企业声誉的好坏会影响到企业与顾客的关系质量。本文结合前人研究的成果,站在顾客的视角探讨了企业声誉各维度对关系质量各维度的影响。其中,企业声誉是由产品服务、顾客导向、市场表现、工作环境及社会责任五个维度所构成的。关系质量是由满意、信任及承诺三个维度所构成的。
In the economic globalization, China's market economic system begins to enter an accelerated transformation period, mainly for the market economy system gradually perfect, market order further standardization, market gradually foreign digitalizing. Market competition is fierce day by day. One of these new characteristics in the market competition, many enterprises gradually establish, maintain and develop with the customer long-term and friendly relations of cooperation, so as to obtain the customer resource scarcity comparison. This kind of means became the survival and development of enterprises. Customer relationship with relative stability, in some extent characteristics, can reduce environmental changes to enormous impact. To improve the quality of enterprise and customer relationship with customers, the enterprise has an important significance to establish a good relationship with customer, and must pay attention to prevent relations deteriorating even rupture, prevent the enterprise competition. In addition, because people's consumption idea, personalization and diversified externalization has change the direction, mental consumption psychology and increasing the proportion of consumption . So the enterprise and customers have more unobstructed more frequent exchanges, and meet their needs, and their interests. The market competition and consumer concept of change will cause marketing model transformation, and the customer as the center of marketing mode will replace traditional product oriented "manipulation" marketing mode, and the enterprise will actively develop long-term mutually beneficial relationship with customer. And the progress of information technology is in practice for the application and development of relationship marketing theory has the progress of technology provides the necessary condition. Therefore, many enterprises begin a long-term strategic task with customer marketing.
From the theoretical perspective, in recent years, the domestic research enterprise management theory and marketing theory of enterprise reputation scholars and customer relationship quality are studied, and the related literature is more too. However, this paper lessly discusses on the quality reputation enterprise and customer relationship of literature. And the empirical studies in China was almost empty. However, some scholars study the reputation and the relationship with the influence of some dimension. For example, Thurau Klee and Henning (1997) research products and services on the relationship quality. Berry (2000) research on the market customer purchase intention. GuoShan (2007) think more focus on customers, the company will usually pays attention to their mode of operation and customer demand of consistent commitment. With business customers' needs and consistent, Aaker (1996) in enterprise research, select different industries, from the typical company customer perspective for empirical research, finally determined that customers in shopping environment have significant influence. Research found that the social responsibility of the enterprise activities on customer mentality significant has positive impact on enterprises, including customer trust and commitment, products (enterprise) and purchase intention, etc Mundkur (1997, Bhattacharya &; Sen, 2001). In the same sample, they research enterprise reputation dimensions on customer satisfaction, trust and commitment, and the influence of the influence degree of each dimension.
Warren buffett (1991) pointed out that if you lose money, I can forgive and understanding, but if you make the reputation of the company suffered loss, I will be very hard and cannot forgive.
In the past, reputation is always a fuzzy concepts and an important content of the work for enterprise's managers. The reputation of the enterprise to establish and evaluation is generally considered to belong to the public relations department within the enterprise. Some of the enterprise, and even some well-known enterprise leaders seem to forget that warren buffett's advice. Worldcom, Enron event of such company. Enterprise crisis emerge in endlessly, and many enterprise's reputation was unprecedented challenges. Foreign brands such as Procter & Gamble, Dupont, Ikea, Wal-mart, Samsung, McDonald's, Ford, Carrefour, SONY and Haagen-dazs, etc, are prominent, but also as one "crisis". Recently, many domestic enterprises SanLu milk and milk melamine events are wind, and Chinese dairy situation has plunged.
Now, the reputation of business and management, has formed a paid more and more attention to the reputation of the enterprise theory research and practice effective interaction. In business, the survey shows that more and more enterprise operators are very concerned about the enterprise prestige, paying more attention to maintain good reputation.
To improve the quality, customer relationship is helpful to improve the enterprise customer satisfaction and customer patronage. Keep the old customers can greatly save enterprise marketing costs and initiate a service fee. From the perspective of customers in relation to improve quality, customer is favorable. Establishing good relationship with the enterprise can also reduce the risk of customer purchase cost, save the cost in information collection and selection before purchasing activities of human resource and financial resource. It can obtain high-quality service and the core of additional service (for example, information service and consulting service), and also improve consumption value.
Therefore, improving customer relationship quality, in order to enhance customer trust, finally can obtain a win-win situation for enterprise and the customer. This process is divided into five parts according to the research. And the content of each part are arranged as following:
The first chapter: introduction. This chapter presents the research background. This paper briefly introduces the theoretical significance , practical significance, the research method, the research process and the content framework.
The second chapter: research theory basis. This chapter reviews scholars both at home and abroad to study involving variables: reputation and customer relationship, and also reviews the literature on the relationship between the two dimensions. Based on literature review on extensive, this chapter expounds the present situation of the research and the starting point of the research. The formation of this research is theory basis.
The third chapter : hypothesis and questionnaire. Based on the existing literature theoretical achievements of this chapter, the paper puts forward to study model, and makes corresponding related variables in the model, and explains the relationship between variables. Meanwhile, this chapter also introduces such as the design, survey data collection and research methods.
The fourth chapter: empirical research. In this chapter, we use SPSS16.0 investigation questionnaire statistical software for statistical data analysis and data processing. And the results are briefly reviewed.
The fifth chapter: research results and discussion. Based on the investigation and analysis of the previous results, we discuss with the interpretation. Research has confirmed that the relationship quality is more significant impact for reputation. This paper are expounded about the perspective of customer relationship quality and reputation enterprise from the two aspects of theory and practice.
In the economic globalization, China's market economic system begins to enter an accelerated transformation period, mainly for the market economy system gradually perfect, market order further standardization, market gradually foreign digitalizing. Market competition is fierce day by day. One of these new characteristics in the market competition, many enterprises gradually establish, maintain and develop with the customer long-term and friendly relations of cooperation, so as to obtain the customer resource scarcity comparison. This kind of means became the survival and development of enterprises. Customer relationship with relative stability, in some extent characteristics, can reduce environmental changes to enormous impact. To improve the quality of enterprise and customer relationship with customers, the enterprise has an important significance to establish a good relationship with customer, and must pay attention to prevent relations deteriorating even rupture, prevent the enterprise competition. In addition, because people's consumption idea, personalization and diversified externalization has change the direction, mental consumption psychology and increasing the proportion of consumption . So the enterprise and customers have more unobstructed more frequent exchanges, and meet their needs, and their interests. The market competition and consumer concept of change will cause marketing model transformation, and the customer as the center of marketing mode will replace traditional product oriented "manipulation" marketing mode, and the enterprise will actively develop long-term mutually beneficial relationship with customer. And the progress of information technology is in practice for the application and development of relationship marketing theory has the progress of technology provides the necessary condition. Therefore, many enterprises begin a long-term strategic task with customer marketing.
From the theoretical perspective, in recent years, the domestic research enterprise management theory and marketing theory of enterprise reputation scholars and customer relationship quality are studied, and the related literature is more too. However, this paper lessly discusses on the quality reputation enterprise and customer relationship of literature. And the empirical studies in China was almost empty. However, some scholars study the reputation and the relationship with the influence of some dimension. For example, Thurau Klee and Henning (1997) research products and services on the relationship quality. Berry (2000) research on the market customer purchase intention. GuoShan (2007) think more focus on customers, the company will usually pays attention to their mode of operation and customer demand of consistent commitment. With business customers' needs and consistent, Aaker (1996) in enterprise research, select different industries, from the typical company customer perspective for empirical research, finally determined that customers in shopping environment have significant influence. Research found that the social responsibility of the enterprise activities on customer mentality significant has positive impact on enterprises, including customer trust and commitment, products (enterprise) and purchase intention, etc Mundkur (1997, Bhattacharya &; Sen, 2001). In the same sample, they research enterprise reputation dimensions on customer satisfaction, trust and commitment, and the influence of the influence degree of each dimension.
Warren buffett (1991) pointed out that if you lose money, I can forgive and understanding, but if you make the reputation of the company suffered loss, I will be very hard and cannot forgive.
In the past, reputation is always a fuzzy concepts and an important content of the work for enterprise's managers. The reputation of the enterprise to establish and evaluation is generally considered to belong to the public relations department within the enterprise. Some of the enterprise, and even some well-known enterprise leaders seem to forget that warren buffett's advice. Worldcom, Enron event of such company. Enterprise crisis emerge in endlessly, and many enterprise's reputation was unprecedented challenges. Foreign brands such as Procter & Gamble, Dupont, Ikea, Wal-mart, Samsung, McDonald's, Ford, Carrefour, SONY and Haagen-dazs, etc, are prominent, but also as one "crisis". Recently, many domestic enterprises SanLu milk and milk melamine events are wind, and Chinese dairy situation has plunged.
Now, the reputation of business and management, has formed a paid more and more attention to the reputation of the enterprise theory research and practice effective interaction. In business, the survey shows that more and more enterprise operators are very concerned about the enterprise prestige, paying more attention to maintain good reputation.
To improve the quality, customer relationship is helpful to improve the enterprise customer satisfaction and customer patronage. Keep the old customers can greatly save enterprise marketing costs and initiate a service fee. From the perspective of customers in relation to improve quality, customer is favorable. Establishing good relationship with the enterprise can also reduce the risk of customer purchase cost, save the cost in information collection and selection before purchasing activities of human resource and financial resource. It can obtain high-quality service and the core of additional service (for example, information service and consulting service), and also improve consumption value.
Therefore, improving customer relationship quality, in order to enhance customer trust, finally can obtain a win-win situation for enterprise and the customer. This process is divided into five parts according to the research. And the content of each part are arranged as following:
The first chapter: introduction. This chapter presents the research background. This paper briefly introduces the theoretical significance , practical significance, the research method, the research process and the content framework.
The second chapter: research theory basis. This chapter reviews scholars both at home and abroad to study involving variables: reputation and customer relationship, and also reviews the literature on the relationship between the two dimensions. Based on literature review on extensive, this chapter expounds the present situation of the research and the starting point of the research. The formation of this research is theory basis.
The third chapter : hypothesis and questionnaire. Based on the existing literature theoretical achievements of this chapter, the paper puts forward to study model, and makes corresponding related variables in the model, and explains the relationship between variables. Meanwhile, this chapter also introduces such as the design, survey data collection and research methods.
The fourth chapter: empirical research. In this chapter, we use SPSS16.0 investigation questionnaire statistical software for statistical data analysis and data processing. And the results are briefly reviewed.
The fifth chapter: research results and discussion. Based on the investigation and analysis of the previous results, we discuss with the interpretation. Research has confirmed that the relationship quality is more significant impact for reputation. This paper are expounded about the perspective of customer relationship quality and reputation enterprise from the two aspects of theory and practice.
引文
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