企业内部服务质量、关系质量对内部顾客忠诚的影响机制:基于内部营销视角的实证研究

本文基于内部营销视角,揭示内部服务质量的各个组成因素之间的关系以及内部服务质量对关系质量的影响,进而探索内部服务质量、关系质量对内部顾客忠诚的影响机制。通过对某电信企业内部238份员工样本的采集分析,提出并验证内部服务质量(含实体环境质量、交互质量和结果质量)、关系质量(含内部顾客信任、满意)对内部顾客忠诚的影响机制整合模型。研究发现,内部服务质量的三个维度之间确实存在层级叠加作用,而服务质量则会通过信任这一中介变量影响内部顾客的满意、承诺。内部关系质量的三因素中,内部顾客的承诺水平对内部顾客的忠诚度有直接正向影响,提高对内部顾客的承诺水平是提高内部顾客忠诚度的关键。

The Influence Mechanism of Internal Service Quality, Relationship Quality and Internal Customer Loyalty: An Empirical Study from an Internal Marketing Perspective

From the perspective of internal marketing,this study examines the relationship among the components of internal ser-vice quality,and then explores the influence mechanism of internal service quality,relationship quality and internal customer loyalty.Based on a sample of 238 companies from the telecom industry,we develop and examine the influence of internal service quality(including environmental quality,interactive quality and outcome quality) and internal relationship quality(including internal cus-tomer trust and satisfaction) on internal customer loyalty.The empirical study,focusing on internal employees,integrates both in-ternal service quality and internal service relationship quality.The results demonstrate that there is a step-by-step accumulating effect among the three internal service quality dimensions.Specifically,environmental quality will positively impact interactive quality,and interactive quality will positively impact outcome quality.As the intermediate variable,trust has a positive influence on satisfaction and commitment,and thus affects internal customer loyalty.There-fore,enhancing the level of internal customer commitment is the key to strengthening internal customer loyalty.