商业友谊对关系品质和顾客忠诚的影响之研究

被引：10

作者：

汪涛

郭锐

机构：

[1] 不详

[2] 武汉大学

[3] 不详

来源：

商业经济与管理 | 2006年 / 09期

关键词：

商业友谊; 关系品质; 顾客忠诚;

D O I：

10.14134/j.cnki.cn33-1336/f.2006.09.007

中图分类号：

F713.50 [市场学];

学科分类号：

摘要：

过去友谊的探讨只停留在社会性方面,很少论及它在商业活动中的经济性交换特性,所以相关理论未推广至商业环境,因此,顾客在消费过程中与服务人员建立的朋友关系即商业友谊的探讨将有助于弥补和完善这一缺口和理论。本文将对商业友谊这一重要的营销关系进行探讨,并通过以美容院为研究对象的实证研究,分析它与关系品质和顾客忠诚的影响,揭示商业友谊对服务性企业的重要性。

引用

页码：35 / 41

页数：7

共 9 条

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