私人关系对业务关系质量的影响——以上海、苏州银行业为例

本文以上海、苏州银行业为例,实证性地探讨中国企业营销活动中私人关系对业务关系质量的影响,研究结果发现:第一,营销人员与客户有关人员私人关系状态与客户满意度并不存在显著的相关关系,而关系意愿对客户满意度有显著的正向影响;第二,营销人员与客户有关人员私人关系越好,企业与客户间的信任度越高;第三,营销人员与客户有关人员私人关系越好,组织间的承诺度越高。最后探讨了结果的应用。

Impact of Personal Relationship on Business Partnership Quality——An Empirical Investigation of Banks in Shanghai and Suzhou

Based on the empirical Investigation of Banks in Shanghai and Suzhou,this paper explores the impact of personal relationship in marketing activities on business relationship quality.It is found that the state of personal relationship between the sales representatives and the relevant persons of clients did not have significant influence on customer satisfaction;however the willingness of establishing personal relationship did have significant influence on customer satisfaction.The research also proved the personal relationship did have significant influence on customer credibility and commitment.The implications of the findings are discussed.