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基于服务业顾客与服务人员的高度互动,作为关系营销的新视角,商业友谊的研究备受关注。以服务业中主客互动频繁的高星级酒店为研究范围,基于顾客视角,采用扎根理论的研究范式,对商业友谊的构成维度进行研究。通过开放式编码、关联式编码和选择性编码,构建出体系结构,初步形成了五维度商业友谊的结构体系:互动性、信任与承诺、相似性、亲密性和冲突。为提升顾客的服务体验、提高顾客忠诚度,建议企业正视并对商业友谊进行科学管理。
Based on the highly interaction between service customers and service personnel, as a new perspective of relationship marketing, the research of business friendship has drawn much attention. Taking the high-star hotel with frequent interaction between customer and service in the service industry as the research area, this paper uses the research paradigm of grounded theory to study the compositional dimensions of business friendship based on the customer perspective. By means of open coding, relational coding and selective coding, the architecture is constructed and the five-dimensional structure of business friendship is initially formed: interaction, trust and commitment, similarity, intimacy and conflict. In order to enhance customer service experience and improve customer loyalty, it is suggested that enterprises should face up to and conduct scientific management on business friendship.