The Impact of organizational identification on transferring process from customer-employee trust to customer-firm trust based on Guanxi perspective

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Science Research Management ›› 2014, Vol. 35 ›› Issue (6) : 136-144.

Fu Xiaorong¹, Xie Qinghong¹, Zhou Nan^2,3, Zhu Huiping¹

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Abstract

From an integrative perspective of the employee management and customer management, this paper discussed the transferring way from customer-employee trust (CET) to customer-firm trust (CFT) and further explored the moderating role of organizational identification in such transferring process. Stepping from the social cognition theory, this paper analyzes the diversified impacts of three dimensions of organizational identification on transferring process from two aspects of CET (i.e., rational cognition-based customer trust and Renqing-based customer trust) to CFT. According to data collection and partial least square analysis, this paper finds that organizational identity moderates the effect of CET on CFT and the three dimensions of organizational identity play different roles in such an effect.These findings will have a significance of referencefor the organization managers to better identify and deal with the organizational relationship of trust, and they will provide a theoretical basisfor managers to achieve the customers' trust to enterprises through enhancing the employees' organizational identity.

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Guanxi / customer-employee trust / customer-firm trust / organizational identification

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Fu Xiaorong, Xie Qinghong, Zhou Nan, Zhu Huiping. The Impact of organizational identification on transferring process from customer-employee trust to customer-firm trust based on Guanxi perspective[J]. Science Research Management. 2014, 35(6): 136-144

References

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