长期服务关系中的顾客行为：信任和承诺的作用

被引：11

作者：

严兴全 ^{[1
]}

周庭锐 ^{[2
]}

李雁晨 ^{[1
]}

机构：

[1] 西南交通大学经济管理学院

[2] 中国人民大学商学院

来源：

经济管理 | 2008年 / Z3期

关键词：

信任; 承诺; 服务关系; 顾客行为;

D O I：

10.19616/j.cnki.bmj.2008.z3.016

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

本文通过抽样调查方法检验了在长期服务关系中顾客信任和承诺对顾客行为的影响机制。研究发现,顾客信任和承诺对顾客合作和正面口碑都具有类似的积极影响;顾客承诺可以降低顾客机会主义行为,而信任没有这一功能;顾客信任可以提高顾客在服务关系中的灵活性,而承诺则不起作用;顾客信任还提高了顾客正式控制机制的使用效果,顾客承诺则降低了对服务企业单方面行为的默许。

引用

页码：93 / 98

页数：6

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