论文部分内容阅读
本文将个体之间因为某些个人背景要素相似而建立的一种蕴含“情感”成分的关系,如老乡、校友关系等统称为拟亲关系,探讨了顾客与一线员工之间拟亲关系对顾客重购意愿的影响机制,并检验了一线员工沟通风格和顾客感知背叛的调节作用。实验研究结果表明:①拟亲关系会通过顾客感知与一线员工的亲密性正向影响顾客购买意愿。②员工沟通风格会调节拟亲关系与亲密性之间的关系,当顾客与员工之间存在拟亲关系,互动导向风格更有利于提高亲密性。③顾客感知背叛程度和感知背叛类型均会调节拟亲关系对顾客重购意愿的影响作用,即在感知低背叛情况下,顾客与一线员工之间存在拟亲关系时顾客的重购意愿低于无拟亲关系的情况;而在感知非关联背叛情况下,相比无拟亲关系,顾客与一线员工之间存在拟亲关系时顾客的重购意愿更高。
In this paper, the relationship between individuals, which is composed of some “personal” elements because of the similarity of some personal background elements, is defined as the relationship between fellow villagers and alumni. On the customer repurchase intention of the impact of the mechanism, and tested the front-line employee communication style and customer perceived betrayal of the regulatory role. Experimental results show that: (1) the relationship between parents and children will be positively influenced by customers’ perception of the intimacy of front-line employees. ② employee communication style will adjust the relationship between intimacy and intimacy, when there is a relationship between customer and staff, interactive oriented style is more conducive to improving intimacy. (3) The degree of perceived customer betrayal and the type of perceived betrayal will both affect the effect of proposed relationship on customer repurchase intention, that is, under the condition of perceived low betrayal, the willingness to repurchase the customer when there is a relationship between the customer and front-line employees is lower than In the case of perceived non-associated betrayal, the willingness of customers to repurchase is higher when there is a proposed relationship between the customer and the front-line staff than the unaffordable one.