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在服务业顾客关系管理中,关系利益对关系质量的影响极为重要。在系统回顾以往文献的基础上,针对关系收益对于关系质量的影响进行了研究,剖析了客户性别扮演的调节作用,并构建了调节作用模型。同时,以转型经济下中国银行服务业为研究背景,从顾客视角收集数据,对相关假设进行了实证检验。实证结果显示,客户性别在承诺模型中的调节作用全部显著,而在信任模型中仅有部分调节作用显著。
In service customer relationship management, the relationship between the interests of the quality of the relationship is extremely important. Based on the systematic review of the previous literature, this paper studies the relationship between the return on the quality of the relationship and analyzes the regulatory role of customer gender play, and build a regulatory role model. At the same time, taking the banking service industry in transitional economy as the research background, the author collected the data from the perspective of customers and conducted empirical tests on the relevant assumptions. Empirical results show that customer gender has a significant regulatory role in the commitment model, while only some of the regulatory functions in the trust model are significant.