关系收益对顾客保持的影响研究——承诺和信任的中间媒介效应

文章以关系收益和顾客保持为切入点,旨在研究关系营销投入与产出的关系,将关系收益分为经济收益、社会收益和心理收益,并构建了以关系收益为前因、承诺和信任为媒介、顾客保持为结果的结构方程模型。针对消费者市场的实证数据分析结果表明,经济收益对承诺影响显著,社会收益对信任影响显著,心理收益对承诺和信任影响均比较显著。另外,承诺和信任对顾客保持以及信任对承诺都有显著的影响。最后,根据理论框架和研究结果提出相关建议和未来研究方向。

Effects of Relationship Benefits on Retention in Relationship Marketing- The Media Effects of Commitment and Trust

Based on the relationship benefit and customer retention,the paper analyzes the relationship between marketing input and output.The relationship benefit is divided into three types: economic benefit,social benefit and psychology benefit.A structural equation model is developed,with the relationship benefits being the antecedents,commitment and trust being the relational mediators,and customer retention being the outcome of relationship marketing.Empirical data are mainly selected from consumer market.Result...