网络信任建立过程的客户关系学习对供应链合作关系价值实证研究

被引：9

作者：

周飞 ^{[1
]}

陈钦兰 ^{[1
]}

沙振权 ^{[2
]}

机构：

[1] 华侨大学工商管理学院

[2] 华南理工大学工商管理学院

来源：

华侨大学学报(哲学社会科学版) | 2015年 / 02期

关键词：

关系学习; 关系信任; 协同合作; 关系价值;

D O I：

10.16067/j.cnki.35-1049/c.2015.02.007

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

随着企业向以市场导向和顾客导向为中心的经营思维转变,在企业供应链整合过程中的客户整合越来越占据主导地位。从采购、营销、销售到服务,都需要企业与客户及合作伙伴在多个接触点开展及时的个性化交流,针对他们的偏好而优化渠道的接入模式,通过预测客户的行为并采取措施而保持客户的忠诚度。基于企业供应链中有关客户整合的有关理论,以及网络关系信任建立的两阶段模型,通过对海尔集团的分销商的175家企业样本数据,对客户关系学习与合作关系价值之间影响机制进行探讨。研究发现:客户关系学习对关系信任和协同合作有显著的直接正向影响,关系信任和协同合作对合作关系价值有直接的正向影响,而协同合作对关系价值的作用更重要。

引用

页码：61 / 70

页数：10

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