关系质量契合驱动顾客关系价值的研究
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摘要
关系价值与关系质量是关系营销理论中比较重要的概念。学术界与企业界普遍认同高质量的关系是企业与顾客持续关系行为、共创关系结果的关键,能够减少顾客在交易选择上的不安与不确定性,提高未来持续互动的效果。但现有研究依旧缺少从双向视角切入的关系质量与关系价值之间关系的界定,更为重要的是,还没有研究考虑关系营销结果的重要检测维度——契合在其中所起的作用。
本文以关系营销理论、关系价值理论以及契合与关系质量理论为基础,以关系质量作为衡量企业间关系状态的重要变量,选择顾客关系市场来研究关系质量对顾客关系价值的影响。同时,也考虑契合在关系质量与关系价值因果模型之间所扮演的角色。研究脉络是,与满意检验顾客价值的思维方式相类似,在关系质量与关系价值之间选择重要中介变量——契合,通过契合的中介作用来发掘关系质量与关系价值之间的关系。
在大量阅读国内外相关文献的基础上,本文首先评价了关系质量、关系价值及相关领域的研究现状,厘清存在的问题,由此提出本文的理论模型。其次,结合所选实证行业的特点,选取以经验特征与信任特征为主的长年顾客群作为样本总体,采取系统抽样法进行样本抽样,并利用Amos7.0对由关系质量、契合与关系价值等多个变量之间的路径所组成的结构模型进行分析。
研究结果表明:本文所提出的研究思路得到数据支持。1、制造行业将信任、承诺、满意作为提升关系价值的基础利益的理念是正确的;2、契合在模型中中介效应明显,结果显示契合对关系价值的影响要远超关系质量对关系价值的影响,且关系质量与契合显著相关,关系质量通过契合才能显著影响关系价值;3、关系质量的各个维度对关系价值的影响具有层次性,研究结论显示关系质量对关系价值维度下的关系下的价值影响度相对要高。
本文在以下方面有创新:基本确立了关系质量通过契合驱动关系价值的理论模型,通过实证分析验证了关系质量对关系价值的影响机制及影响程度,揭示出了“契合”的中介效应。
Relationship value and relationship quality is more important concept in the theory of Academia and the business community generally agree that High-quality relations is the key ,which businesses and clients used to creating the relationship and continuing relationship. That can reduce unease and uncertainty of customers in the trading. But there is still the lack of definition of relation between qulity relation and value relation from the perspective of two ways. And more importantly, people also did not consider the function of fit as the detection dimension in the study of relationship marketing.
In this paper, author based on theory of fit and theory of relationship quality and used relationship quality as important variable for studying the relation of business to study the influence between relationship quality and value relationship. At the same time, author also considers the role of fit in the relationship of cause model between relationship quality and value relationship. The study reveals that, be similar to way of thinking of satisfaction test of costomers, we choice intermediary variable-fit to dig the relationship between relationship quality and relationship value using medi-funtion of fit.
This paper summarized in the domestic and international inspection materials, paper first value status quo of quality and value of relations. This raised the theoretical model in this paper. Secondly, combine with of the characteristics of sectors selected to do demonstration, we select agelong clients which have characteristics of experience and confidence as sample, adopt a systematic sampling method for sampling, and by the use of Amos7.0 analysis structural model, which build up by relationship quality, fit and value relationship, and other variables.
The results present that the ideas of research supported by data. 1, from the perspective of fit to study the impact from relationship quality to relationship value is effective,trust、promises、satisfied、fit and relationship value has significant correlation, the influence between fit and value individual is the prominentest;2, Intermediary effect of fit is clear in the model,the resulte presete that impact of fit on the relationship value far exceeds the impact of relationship quality,the correlation between relationship and fit is high,relationship quality influence clearly relationship value by fit;3,the influence from qulity relationship to relationship value has levels, and it just influence the value under the level of relation.
This article has innovation: establish the theoretical models of relationship quality influencing value relationship, through empirical analysis to verify the degree of quality influence value relationship, revealed the medi-offect of fit.
本文以关系营销理论、关系价值理论以及契合与关系质量理论为基础,以关系质量作为衡量企业间关系状态的重要变量,选择顾客关系市场来研究关系质量对顾客关系价值的影响。同时,也考虑契合在关系质量与关系价值因果模型之间所扮演的角色。研究脉络是,与满意检验顾客价值的思维方式相类似,在关系质量与关系价值之间选择重要中介变量——契合,通过契合的中介作用来发掘关系质量与关系价值之间的关系。
在大量阅读国内外相关文献的基础上,本文首先评价了关系质量、关系价值及相关领域的研究现状,厘清存在的问题,由此提出本文的理论模型。其次,结合所选实证行业的特点,选取以经验特征与信任特征为主的长年顾客群作为样本总体,采取系统抽样法进行样本抽样,并利用Amos7.0对由关系质量、契合与关系价值等多个变量之间的路径所组成的结构模型进行分析。
研究结果表明:本文所提出的研究思路得到数据支持。1、制造行业将信任、承诺、满意作为提升关系价值的基础利益的理念是正确的;2、契合在模型中中介效应明显,结果显示契合对关系价值的影响要远超关系质量对关系价值的影响,且关系质量与契合显著相关,关系质量通过契合才能显著影响关系价值;3、关系质量的各个维度对关系价值的影响具有层次性,研究结论显示关系质量对关系价值维度下的关系下的价值影响度相对要高。
本文在以下方面有创新:基本确立了关系质量通过契合驱动关系价值的理论模型,通过实证分析验证了关系质量对关系价值的影响机制及影响程度,揭示出了“契合”的中介效应。
Relationship value and relationship quality is more important concept in the theory of Academia and the business community generally agree that High-quality relations is the key ,which businesses and clients used to creating the relationship and continuing relationship. That can reduce unease and uncertainty of customers in the trading. But there is still the lack of definition of relation between qulity relation and value relation from the perspective of two ways. And more importantly, people also did not consider the function of fit as the detection dimension in the study of relationship marketing.
In this paper, author based on theory of fit and theory of relationship quality and used relationship quality as important variable for studying the relation of business to study the influence between relationship quality and value relationship. At the same time, author also considers the role of fit in the relationship of cause model between relationship quality and value relationship. The study reveals that, be similar to way of thinking of satisfaction test of costomers, we choice intermediary variable-fit to dig the relationship between relationship quality and relationship value using medi-funtion of fit.
This paper summarized in the domestic and international inspection materials, paper first value status quo of quality and value of relations. This raised the theoretical model in this paper. Secondly, combine with of the characteristics of sectors selected to do demonstration, we select agelong clients which have characteristics of experience and confidence as sample, adopt a systematic sampling method for sampling, and by the use of Amos7.0 analysis structural model, which build up by relationship quality, fit and value relationship, and other variables.
The results present that the ideas of research supported by data. 1, from the perspective of fit to study the impact from relationship quality to relationship value is effective,trust、promises、satisfied、fit and relationship value has significant correlation, the influence between fit and value individual is the prominentest;2, Intermediary effect of fit is clear in the model,the resulte presete that impact of fit on the relationship value far exceeds the impact of relationship quality,the correlation between relationship and fit is high,relationship quality influence clearly relationship value by fit;3,the influence from qulity relationship to relationship value has levels, and it just influence the value under the level of relation.
This article has innovation: establish the theoretical models of relationship quality influencing value relationship, through empirical analysis to verify the degree of quality influence value relationship, revealed the medi-offect of fit.
引文
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