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论文编号：	2151
作者编号：	2120051918
上传时间：	2010/4/28 14:38:00
中文题目：	关系质量的决定因素及其对顾客忠诚的影响
英文题目：	people interaction quality, relationship quality, customer loyalty, asymmetric
指导老师：	白长虹
中文关键字：	人员互动质量、关系质量、顾客忠诚、非对称关系
英文关键字：	people interaction quality, relationship quality, customer loyalty, asymmetric
中文摘要：	在新一个世纪经济发展的浪潮下，服务业的发展越来越成为各国日益关注的重点。而在强调留住一个顾客比获得一个顾客对企业更有价值的同时，如何提高顾客忠诚便成为至关重要的话题。顾客关系质量，一般认为包括顾客满意与信任，则是达到顾客忠诚的前提。对于服务业而言，如何通过客户与企业的互动来达到提高顾客与企业的关系质量便成为现代营销学研究的热点之一。 对于不同类型的服务业，人员互动和非人员互动的重要性截然不同，在回顾相关文献，针对寿险类行业的服务特性，剔除非人员互动对关系质量影响的基础之上，本研究首先对人员互动质量、关系质量和顾客忠诚以及非对称关系的相关理论进行梳理回顾。在借鉴前人研究所得的基础上，结合中国寿险业的实际以及研究目的，归纳人员互动质量构成维度，并建立人员互动质量与顾客关系质量以及顾客忠诚的模型，同时发展相关问卷量表。然后，本研究以国内某大型保险公司为研究对象，在全国范围内收集问卷数据。通过使用SPSS13.0，以及Lisrel8.70等统计软件，对定量数据进行信度和效度检验、验证性因子分析、结构模型检验，以及通过结构方程软件提取潜变量得分进行岭回归分析检验相关假设，以此来验证模型可接受性，以及对人员互动质量各维度对关系质量的非对称影响。 通过人员互动建立良好的顾客与服务企业之间的关系质量，并最终达到顾客忠诚，将强有力的提高服务企业的市场竞争力。本研究希望能够通过关注顾客与企业服务人员的互动质量，分析研究人员互动质量的构成维度，指出人员互动质量各维度对关系质量的非对程性影响力度，以及与顾客忠诚的关系，进而帮助服务企业认识服务互动的重要性，并在实践中有重点地通过控制把握建设人员互动关系来得到提高顾客关系质量，提高顾客忠诚、维系顾客的目的
英文摘要：	At a background of the new economics, the development of the services industry is received more and more attention. At the time when called a customer be remained would be more useful than acquire a costumer for an enterpriser. Therefore, how to improve the level of customer loyalty becomes the core thing in management area. The relation quality, which obtained the customer satisfaction and trust, is the basic thing to do before improve the level of customer loyalty. For the services industry, the interaction between the customers and the enterprisers become the hotspot in the marketing area. For the different kinds of services industry, the interactive quality from the people and the environment has the different influence on the relationship quality. After reviews the correlative theories, as the specify industry, I set up the model without the interaction between the customers and the environment. Thus, for the sake of accomplishing this mission, the paper firstly reviews some correlative theories such as interaction quality, relationship quality, customer loyalty etc. Based on these past literatures and the practice of Life Insurance Industry, this study sums up constructing dimensions of interaction quality between the customers and the frontline employees, and then builds a model of relationship between interaction quality, relationship quality and the customer loyalty. In the same time, this study also develops some useful questionnaire scales. On this basis, we collect customers' data across our country, and through confirmatory factor analysis, reliability and validity test, SEM , regression analysis, the ridge regression, the hypothesis are verified. By focusing on the people interaction quality between customers and enterprises, analyzing the constructing dimensions of people interaction quality, this study aims to find out how the dimensions of interaction quality would affect relationship quality asymmetrically. Having accomplishing this purpose, it would make the service enterprises realize the importance of service interaction to relationship quality. Then the enterprises could get to the key points in the practical improve the relationship quality.
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