双归属维度的顾客信任与顾客价值的关系研究

科研管理 ›› 2011, Vol. 32 ›› Issue (12): 112-118.

双归属维度的顾客信任与顾客价值的关系研究

付晓蓉, 唐小飞, 阳知妹

西南财经大学工商管理学院, 四川成都 610074

收稿日期:2010-10-18 修回日期:2011-03-02 出版日期:2011-12-27 发布日期:2011-12-23
作者简介:付晓蓉(1973－),四川简阳人,副教授,硕士导师,研究方向:客户关系管理。唐小飞(1974－),四川宜宾人,副教授,博士导师,研究方向:客户关系管理。阳知妹(1984－),湖北人,海南三亚学院教师,研究方向:消费者行为。
基金资助:
教育部人文社会科学研究项目基金资助,批准号:09XJC630011,项目名称:顾客信任的双重维度研究-员工归属维度和企业归属维度研究,起止日期:2009.1-2012.12;国家自然科学基金资助项目,项目批准号:批准号:71072169,项目名称:补救时机与策略的原创模型研究。

The relationship between double-ownership customer trusts and customer value

Fu Xiaorong, Tang Xiaofei, Yang Zhimei

School of Business Administration, South Western University of Finance and Economics, Chengdu 160074, China

Received:2010-10-18 Revised:2011-03-02 Online:2011-12-27 Published:2011-12-23

摘要/Abstract

摘要： 客户价值管理是企业管理的核心,客户价值的提升取决于客户信任的水平。现有文献表明客户信任有两个归属维度,即员工信任和企业信任。其中员工信任在服务企业中占据有十分重要的地位。本文从客户价值与客户信任间关系入手,以客户信任的双归属维度为研究视角,运用结构方程模型证明了不同服务情境下两种归属维度的客户信任对客户价值的影响,并就服务企业如何充分利用不同归属维度的客户信任来实现客户价值的最大化提出了政策性建议。

关键词: 双归属维度的客户信任, 客户价值, 关系型服务, 交易型服务

Abstract: Customer value management is the core of enterprise management. The improvement of the customer value is determined by the level of customer trust. The existing researches show that there are two ownership dimensions of customer trusts, that is, staff trust and firm trust. The former occupies the most important position in the service industry. From the perspective of double-ownership trusts, the relationship between the customer trust and the customer value in different service contexts is attempted to analyzed. It is found that stuff trust is more important than the firm trust in terms of the relationship in service; however, in the service on transaction, the firm trust is more important. It is concluded that for the different enterprises, different trusts should be properly utilized so as to maximize the customer value.

Key words: customer trust with double ownership, customer value, service on relationship, service on transaction

中图分类号:

F713.50

付晓蓉, 唐小飞, 阳知妹. 双归属维度的顾客信任与顾客价值的关系研究[J]. 科研管理, 2011, 32(12): 112-118.

Fu Xiaorong, Tang Xiaofei, Yang Zhimei. The relationship between double-ownership customer trusts and customer value[J]. Science Research Management, 2011, 32(12): 112-118.

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