顾客—企业认同的驱动因素研究

被引：10

作者：

李惠璠 ^{[1
]}

李鹏 ^{[2
]}

张金成 ^{[3
]}

机构：

[1] 南开大学泰达学院

[2] 天津海泰数码公司

[3] 南开大学商学院

来源：

科学学与科学技术管理 | 2009年 / 30卷 / 12期

关键词：

顾客—企业认同; 中介效应; 零售银行业;

D O I：

暂无

中图分类号：

F270 [企业经济理论和方法];

学科分类号：

摘要：

认同研究起源于社会心理学领域,又在组织行为学范畴得到发展。鉴于服务的无形性、生产与消费的不可分割性及易逝性特征,将认同理论纳入B2C的服务情境中,构建了顾客—企业认同与企业层面、员工层面驱动因素之间的关系模型,同时考察了顾客价值与顾客满意作为中介变量的作用。研究发现,企业识别直接正向影响CCI,企业形象通过顾客满意间接正向影响顾客—企业认同,企业沟通在直接正向影响CCI的同时,还通过顾客价值间接正向影响顾客—企业认同,服务员工的顾客导向意识分别通过顾客价值和顾客满意间接正向影响顾客—企业认同。因此,服务企业的管理者应当有机地整合企业层面和员工层面的影响因素,强化顾客对企业的认同感,借以构建独特的竞争优势。

引用

页码：169 / 177

页数：9

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