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论文编号：	2048
作者编号：	032939
上传时间：	2010/4/12 9:27:08
中文题目：	服务业顾客-企业认同机制研究
英文题目：	Customer-Company Identification
指导老师：	张金成
中文关键字：	顾客-企业认同；组织认同；顾客自发行为；机制
英文关键字：	Customer-Company Identification, Organizational Identification,
中文摘要：	无论是在社会心理学领域，还是在组织行为学范畴，认同都是一个非常重要的概念，但在顾客关系研究中，认同主题尚处于萌芽阶段。因此，我们借鉴社会认同与组织认同的研究成果，将顾客-企业认同概念引入以服务业为背景的B2C营销情境，在对顾客-企业认同进行概念界定的基础上，分析了已有研究的不足之处以及可以进一步挖掘的空间，构建了顾客-企业认同研究模型，指出企业识别、企业形象、企业沟通、服务员工的顾客导向意识、顾客价值及顾客满意是顾客-企业认同的关键决定因素，而顾客-企业认同会引发顾客忠诚、顾客合作和顾客参与等顾客自发行为，并就其相互关系提出了相应的理论假设。 在研究设计中，本文采用了将定性研究与定量研究整合为一体的三角验证法，以便对研究发现进行交叉验证，增强研究结果的稳定性。由于在B2C营销情境中缺乏可用的顾客-企业认同量表，笔者通过对深度访谈的结果进行内容分析，并结合文献回顾部分对顾客-企业认同的界定，开发了包含9个测项的新量表。然后通过前测和预调研对量表进行了提炼和修正。在定量研究部分，本文采用LISREL作为结构方程模型的分析方法。 正式调研是在天津市6个城区的零售银行网点进行的，共发出450份问卷，回收有效问卷409份。首先，我们对正式调研数据进行了描述性统计分析，然后评价了正式调查的信度、效度，最后评价了结构模型，检验了路径系数的显著性。 论文研究主要得到以下结论： 第一，我们经过实证研究，证明顾客确实认同于企业，这样的认同感对顾客自发行为，即顾客忠诚、顾客合作、顾客参与具有强烈的积极影响，而顾客自发行为是企业梦寐以求的，尤其在关系营销时代更是如此。换言之，本研究证实了，顾客-企业认同感强的顾客倾向于购买更多的服务产品、更多地将企业及其产品推荐给亲朋好友、在接受服务的过程中，为了方便服务员工的工作，主动提供合作，并且主动向企业提出合理化建议。 第二，我们整合了现有文献中对认同前因、后果的研究，构建了以服务业为背景的顾客-企业认同研究模型。现有文献虽然也对顾客-企业认同的前因、后果进行了探讨，但我们提出的研究模型更加全面，将企业识别、企业形象、企业沟通、服务员工的顾客导向意识、顾客价值、顾客满意、顾客-企业认同、顾客忠诚、顾客合作及顾客参与纳入一个模型进行研究，有利于更透彻地理解顾客-企业认同的先行因子与后向结果。 第三，我们发现，顾客-企业认同完全调节了服务员工顾客导向意识对顾客自发行为的影响，也就是说，服务员工的顾客导向意识间接影响顾客自发行为。尽管已有一些服务文献考虑到服务员工顾客导向意识对顾客满意的影响，但是迄今为止，相关文献还没有考虑到服务员工顾客导向意识对顾客自发行为的影响。研究发现也为进一步验证“相似性-吸引力”假设提供了方向，过去对该假设的验证通常局限于服务人员的仪表、谈吐以及个性，我们则将服务员工的工作动机与心理受权因素也纳入考虑的范畴。此外，尽管服务文献考虑到服务员工自身的角色外行为，但是尚未考虑服务员工的行为表现对顾客自发行为的影响，本研究为其提供了强有力的证据，证明如果顾客被服务员工的顾客导向意识所打动，则顾客愿意通过自发行为支持企业。 第四，我们发现，顾客-企业认同完全调节了顾客价值对顾客忠诚的影响。研究结果表明，顾客价值并不直接影响顾客忠诚，而是间接地通过顾客满意和顾客企业认同影响顾客忠诚。这一发现进一步完善了以往的顾客价值研究，并且于无形中对顾客价值与顾客忠诚之间关系的争论给予了解释。过去，一些学者认为顾客价值决定顾客忠诚，另一些学者则认为顾客价值与顾客忠诚并不相关。我们通过实证分析证明，顾客价值并不直接影响顾客忠诚，而是通过顾客-企业认同和顾客满意间接地影响顾客忠诚。
英文摘要：	Identification is a very important construct in the social psychology and organizational behavior research, but this topic of identification is the very first stage in customer relationship research. Therefore, using social identification and organizational identification for references, this dissertation brings customer-company identification into B to C marketing situations in the service industry. Through the article review, the dissertation defines the concept customer-company identification first, and then analyzes the limitations of the extant researches and discovers the spaces for further research. A conceptual research model, in which the key antecedents of customer-company identification is among the constructs of corporate identity, corporate image, corporate communications, customer orientation of service employee, customer value, and customer satisfaction, and the key outcomes of customer-company identification is among the constructs of customer loyalty, customer cooperation, and customer participation, is developed. A series of theoretical propositions are put forward, which describe the relationships of the above-mentioned constructs. In the research design, to cross-validate our research findings and enhance the robustness of research conclusions, the triangulation methodology, which integrates qualitative research method and quantitative research method, is adopted. The literature review, discussed in the background section, provides the basis for the items used to measure the constructs, except that not having an available customer-company identification scale for B2C marketing situations, this dissertation based on the definition of the concept customer-company identification and content analysis of depth interview, develops a new scale of nine items, and then purifies and modifies it by virtue of pretest and pilot study. LISREL is used as the analysis method of structural equation model. The formal questionnaire survey was conducted in the retail banking service industry in Tianjin. A total of 450 consumers were requested to answer the questionnaires and effective responses were 409. Firstly, to evaluate the scale properties, the descriptive statistical analyses for all relationship variables and control variables are reported in the dissertation. Secondly, the reliability and validity for each scale are evaluated. Finally, the structural model is evaluated with the standardized path coefficients and their associated t value. The major conclusions are as follows. Firstly, this dissertation extends the concepts social identification and organizational identification, brings the concept customer-company identification into the area of customer relationship research. Through the empirical investigation, we prove that customer really identify with service company, which has strong positive effects on customer voluntary performance including customer loyalty, customer cooperation, and customer participation. It is well known that customer voluntary performance is desired by the service company, especially in the era of relationship marketing. In other words, this dissertation demonstrates that customer with higher identification is apt to purchase more service offerings, to recommend service company and its products to friends and relatives more positively, to facilitate service employees’ job, to cooperate with them during the service process more actively, and to provide useful suggestions with service company. Secondly, this dissertation integrates the relevant researches of antecedents and consequences of customer-company identification, and then develops the conceptual framework for customer-company identification in service industry. Though previous studies have discussed the antecedents and consequences of customer-company identification, our conceptual framework puts corporate identity, corporate image, corporate communications, customer orientation of service employee, customer value, customer satisfaction, customer-company identification, customer loyalty, customer cooperation, and customer participation into a whole model, that is of benefit to understand the antecedents and consequences of customer-company identification more clearly. Thirdly, the empirical analyses show that the relationships between customer orientation of service employee and customer voluntary performance are fully mediated by customer-company identification, customer value, and customer satisfaction, that is to say, customer orientation of service employee indirectly affects customer voluntary performance. Although some previous studies have considered COSE affecting customer satisfaction, to date, previous studies have not considered COSE’ s effects on customer voluntary performance. These findings provide with directions of further testing hypothesis of similarity-attractiveness between customer and service employee. Previous studies largely focused on the appearance, style of conversation and personality of service employees, the components of working motivation and psychological empowerment are taken into account in this dissertation. Furthermore, though previous service researches considered the extra-role behaviors of service employees, the effects that service employees’ performances have on customer voluntary performance have not been taken into account. This dissertation provides it with strong support, and shows that if customer is moved by COSE, customer voluntary performance is displayed to support the service company. Fourthly, the empirical study suggests that the relationship between customer value and customer loyalty is fully mediated by customer-company identification and customer satisfaction, in other words, customer value indirectly affects customer loyalty. These findings further perfect previous studies on customer value, and potentially give a reasonable explanation for the controversy on the relationship between customer value and customer loyalty. In the past, some researchers suggest that customer value has a direct effect on customer loyalty, and the other ones argue that customer value has an indirect effect on customer loyalty. Our finding coincides with the latter viewpoint.
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