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顾客关系承诺有三个维度,持续性承诺、规范性承诺以及情感性承诺。顾客关系承诺意愿越强,则其转换意图就越弱,忠诚度越高。持续性承诺的影响因素包括转换成本和服务质量;情感性承诺的影响因素包括满意和信任;规范性承诺的影响因素为主观规范。对山东省服务业的调查分析显示,情感承诺、规范化承诺和持续性承诺都与转换意向负相关,但是情感承诺由规范化承诺中介,即情感承诺越强,对服务供应商的规范化承诺越强。主观规范与转换意图之间的关系由规范性承诺中介,信任与转换意图之间的关系由情感承诺中介,转换成本与转换意图之间的关系由持续性承诺中介,服务质量和转换意图之间关系没有由持续性承诺中介。
Customer relationship commitment has three dimensions, sustained commitment, normative commitment and emotional commitment. The stronger the intention of customer relationship commitment, the weaker its intent to convert, the higher the loyalty. The influencing factors of continuous commitment include the cost of conversion and quality of service; the influencing factors of affective commitment include satisfaction and trust; and the influencing factors of normative commitment are subjective norms. The investigation and analysis of the service industry in Shandong Province shows that the emotional commitments, the standardized ones and the persistent ones are all negatively correlated with the conversion intention. However, the stronger the emotional commitment is, the stronger the commitment to the standardization is, and the stronger the commitment to standardization of the service suppliers. The relationship between subjective norms and the intention of conversion by normative commitment Intermediaries, the relationship between trust and the intention of conversion By the relationship between emotional commitment intermediaries, conversion costs and conversion intentions by the relationship between the continuity of commitment intermediaries, quality of service and the intention of conversion The relationship is not mediated by sustained commitment.