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本文从信任建立的经验机制这一视角,探究服务质量感知和口碑传播对献血者品牌信任的影响。数据分析有三个发现:第一,服务质量感知和口碑传播均显著影响献血者对采供血机构的信任度,除了直接效应外,还通过满意度这一中介变量发挥间接效应;第二,服务质量感知对献血者品牌信任的影响比口碑传播更为明显;第三,服务质量感知的不同维度对献血者满意度和品牌信任的影响存在差异。本文研究揭示,除了通过经常讨论的制度设计这一途径来提升公益组织公信力外,提供高水平服务和满意的捐赠体验亦是公益组织培养捐赠者信任感的有效手段。
This article from the perspective of the empirical mechanism of trust building explores the impact of service quality perception and word-of-mouth communication on brand trust of blood donors. Data analysis has three findings: First, perceived quality of service and word-of-mouth communication significantly affect blood donors’ trust in blood collection and supply agencies. In addition to direct effects, indirect effects are also mediated by satisfaction. Second, quality of service Perceived influence on brand trust of blood donors is more obvious than word-of-mouth communication. Third, different dimensions of perceived quality of service affect donor satisfaction and brand trust differently. This study reveals that in addition to improving the credibility of nonprofit organizations through the institutional design of the frequently discussed system, providing high levels of service and satisfactory donation experience is also an effective way for nonprofit organizations to cultivate donors’ trust.