对服务销售中关系强度的研究--概念界定、量表开发与效度检验

尽管关系营销的主要目的之一是与顾客建立稳固的关系,但是直到最近人们才提出了"关系强度"的概念,而且其有效测度和验证的研究也十分少见.本文在相关理论回顾的基础上,对关系强度的概念进行了界定,并进而提出了关系强度的三维度模型,包括情感强度、认知强度和意动强度.然后,以服务销售为背景,本文开发并验证了用于测度关系强度的量表.实证分析结果表明,我们所开发的量表具有较好的信度水平、单维性、内敛效度与判别效度以及律则/学说效度.

Relationship Strength: Scale Development and Construct Validation

Although one of the key objectives of relationship mar- keting is to build strong relationship with customers, the construct of relationship strength is proposed just recently and there is little research into its measurement and validation. Based on an intensive literature review, relationship strength is conceptualized and a tri- dimension measurement model is proposed: affective strength, cog- nitive strength and conative strength. Then a measurement scale of relationship strength in the context of services selling is developed and validated. Empirical results indicate that the measurement scale have acceptable levels of reliability, unidimensionality, convergent validity, discriminant validity, and nomological validity.