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论文编号：	1709
作者编号：	2003023
上传时间：	2010/5/20 16:34:36
中文题目：	顾客关系活动、关系质量和关系收益——基于顾客视角的实证研究
英文题目：	Relationship activities; Relationship Quality; Relationship Benefits
指导老师：	王永贵
中文关键字：	关系活动，关系质量，关系收益
英文关键字：	Relationship activities; Relationship Quality; Relationship Benefits
中文摘要：	今天，管理顾客关系已经成为了几乎所有企业最为关注的问题之一。与此相应，越来越多的企业开始寻求通过更有效的关系活动来改善关系质量，传递更多更好的关系收益，从而使企业由这种关系中获得更多的利益。然而就目前而言，人们对于各种繁杂的关系活动可能会对企业带来的不同影响却还知之甚少。 在以往的多数研究中，关系营销理论立足于供应商的视角，而不是从顾客的角度出发。可以说，很少有学者注意到顾客对成为关系伙伴或者保持关系的意愿，尽管所有人都公认关系必须是相互理解和互利的。通过对现有研究成果的回顾却不难发现，几乎所有人都在讨论公司发展与保持与顾客长期关系的各种各样的好处，无论是显形的还是潜在的，但是就顾客对关系的期望以及建立关系的动机，对于顾客建立和保持关系的原因，现有研究却很少涉及，或者只是点到为止。 基于顾客的观点来探讨关系收益的实证研究始于1998年，Gwinner，Gremler和Bitner(1998)等提出了信心收益、社会收益以及特殊待遇收益三项关系收益并且获得了实证支持。在此项研究的基础上，有学者进一步探讨了关系收益对于关系质量的影响（Hennig－Thurau，Gwinner和Gremler 2002），但并未涉及企业关系活动对于关系质量和关系收益的影响。 本文立足于前人研究的基础上，通过检验关系活动对于企业收益的不同影响，基于顾客的角度分析探讨关系质量、关系收益在整个作用过程中的作用，致力于搭建起理解这一问题的桥梁。 本文通过问卷调研获得第一手数据资料，通过分析对研究假设逐一进行检验。最终，根据数据分析的结果，关系质量和关系收益对于顾客关系的影响是确定的，其中关系收益具有显著的影响水平。
英文摘要：	How to manage relationships with customers more effectively has become the priority of both managers and scholars in today’s customer-centered era. In particular, more firms recognize that managing customers by leveraging effective customer relationship management activities has been a sustainable source for competitive advantages in hypercompetitive environments. However, do firms conduct relationship management activities always succeed? The answer is, of course, not. No firms pursue customer relationship management (CRM) for losing money. However, there are studies providing convergent evidence that approximately 70% of CRM projects result in either losses or no bottom-line improvement in firm performance (Gartner Group 2003). Although extant literature provides no clear evidence regarding the reasons why CRM may potentially fail, an important reason standing a good chance is that firms may not tend to view CRM in perspective of customers and may need further understanding of how relationship activities contribute to CRM performance and thus profitability of firms. Therefore, it is of theoretical and managerial significance to bridge these gaps by exploring relationship activities and their impacts in perspective of customers. Given that more studies have been conducted of the link between customer loyalty and profitability (Reinartz and Kumar 2000), the link between satisfaction and business performance (Kamakura et al. 2002), the focus of this study is on how relationship activities affect relationship quality and relationship benefits since it is widely believed that the latter two factors will drive various kinds of customer behaviors from purchasing behavior to non-purchasing behaviors, which results in revenue streams and knowledge base for suppliers.
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