论文部分内容阅读
本文将顾客关系承诺划分为情感性和算计性承诺来构建研究模型,并以中、韩、澳三个国家美发业顾客的调查数据进行假设验证。结果表明:(1)服务质量、信任、缺乏替代分别被确认为情感性、算计性承诺的先行因素,虽然其效果在三个国家都显著,但其影响强度却出现一定的差异。(2)情感承诺对转换意向的负向影响和对溢价支付意向的正向影响在三个国家都非常显著。而且在韩国和澳大利亚,情感性承诺对负面口碑的负向影响效果也显著。(3)在中国和澳大利亚,算计性承诺对转换意向产生正向影响。同时在中国,算计性承诺对溢价支付意向产生正向影响,而在澳大利亚却产生负向影响。另外,算计性承诺对负面口碑的正向影响在三个国家都出现显著效果。
This paper divides the commitment of customer relationship into emotional and computational commitment to construct a research model and makes hypothesis verification based on the survey data of the clients of beauty industry in three countries of China, Korea and Australia. The results show that: (1) Service quality, trust and lack of substitution are the leading factors that have been identified as emotional and computational promises respectively. Though their effects are significant in all three countries, their influence intensity shows some differences. (2) The negative influence of emotional commitment on the conversion intention and the positive impact on the premium payment intention are all significant in all three countries. And in Korea and Australia, the negative effect of emotional commitment on negative word of mouth is also significant. (3) In China and Australia, the computational commitment has a positive effect on the conversion intentions. At the same time in China, computational promises have a positive effect on the premium payment intentions, but have a negative impact in Australia. In addition, the positive effect of computational commitment on negative word-of-mouth shows significant effect in all three countries.