知识型员工中庸思维、组织和谐与个体创新行为关系研究

组织创新依赖于员工创新,如何提高知识型员工的创新行为,是目前大部分领导者关注的问题。通过对中国企事业组织知识型员工进行问卷调查,试图探讨知识型员工中庸思维对个体创新行为的影响以及组织和谐的中介作用。运用结构方程模型进行分析,研究结果显示：知识型员工中庸思维对个体创新行为有正向影响,且组织和谐在两者间起部分中介作用。     

顾客绑定策略效果形成机制及策略组合选择——基于网络零售环境的实证研究

网络零售环境下,网络零售商越来越重视对顾客绑定策略的应用以期与网络顾客建立长期关系。但该方面的理论研究尚属凤毛麟角。文章基于网络零售环境,通过实证方式探讨了顾客绑定策略在构筑顾客忠诚过程中的作用机制和效果,并比较了不同顾客绑定策略在构筑顾客忠诚过程中的作用差异性。研究显示：（1） 顾客绑定策略的效果通过关系质量三个维度的中介机制形成,顾客信任是形成顾客忠诚的最主要中介变量,顾客承诺次之,顾客满意对顾客忠诚没有直接作用,但可以通过顾客信任起到间接作用     

顾客忠诚的价值分析及其培养策略

在品牌竞争时代,品牌拥有的忠诚顾客群越大,其价值就越大。增加企业利润、降低交易成本、提高信息的价值含量、实现交叉销售、扩大顾客群是顾客忠诚的价值体现。由此可见,顾客忠诚的培养成了品牌制胜的关键所在,并从提升顾客价值、提高顾客满意度、加强顾客关系管理、提高转换成本以及开展信任营销五个方面来说明顾客忠诚的培养策略：     

在产品生命周期不同阶段广告诉求策略的表现和应用

在产品生命周期中的四个阶段,企业面临的竞争特性不同,需要对广告诉求策略进行调整。产品的导入期的广告诉求主要是告知性,以介绍产品的功能为主;成长期的广告诉求策略主要是扩张性,以塑造品牌概念和内涵为主;成熟期的广告诉求策略主要是竞争性,以品牌形象广告为重点;衰退期广告诉求策略主要是提醒性,唤醒人们对品牌的怀旧意识。     

Investigating the service brand: A customer value perspective

Despite considerable interest in the nature and role of marketing using a service perspective [Vargo S., Lusch R. Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17] there is limited research about branding. Research to date tends to be qualitative [e.g., Berry L. Cultivating service brand equity. J Acad Mark Sci 2000; 28: 128-137; de Chernatony L., Segal-Horn S. The criteria for successful services brands. Eur J Mark 2003; 37 (7/8): 1095-1118] rather than quantitative. This research closes this gap by developing and testing a theory of the influence of the service brand on the customer value-loyalty process. The model includes the traditional influence of brand image plus three additional influences that more fully reflect the broader service perspective (company image, employee trust, and company trust). Using survey data of a sample of 552 airline customers, the analysis shows there is a direct influence of all the aspects of the brand on customers' perceptions of value. In addition brand image, company image and employee trust have a mediated influence on customer value through customers' perceptions of service quality. Finally the analysis shows that a service brand does not have a direct influence on customer loyalty but rather its influence is mediated through customer value. This paper concludes with a discussion of the managerial and research implications.     

Matching Ethical Work Climate to In-role and Extra-role Behaviors in a Collectivist Work Setting

This paper studies the relationship between organizational ethical climate and the forms of organizational citizenship behavior (OCB), including in-role and extra-role behaviors, and examines the mediating effect of employee loyalty. A sample of employees from a traditional Hong Kong-based company was used as a study group. The purpose of this study was to examine the causes and implications of how various ethical work climates affect employee performance. Based on a model proposed by Victor and Cullen, ethical climate is arranged from lower levels to higher levels. The results suggest that lower levels of ethical climate (instrumentality and independence), characterizing a weak relational contract between employee and employer, are associated with negative extra-role behavior. In contrast, higher levels of ethical climate (caring and law-and-code), symbolic of a strong relational contract at work, are associated with positive extra-role behavior. Moreover, normative commitment mediated a positive relationship between caring and identification with the company, whereas attitudinal loyalty mediated the negative relationship between independence and altruism. Implications for future research and practice are discussed. Dr. Alicia Leung is an Associate Professor of Management at the Hong Kong Baptist University. She received her Ph.D. degree in Management Learning from the University of Lancaster, U.K. She is active in researching and writing materials about Asian organizations and management issues. Her research interests include gender issues and feminist methodology, business ethics, corporate governance, and strategic management in the Asian context.     

商业银行危机营销的博弈分析与客户忠诚研究

许霆事件引起了社会各界尤其是网络与法律界的广泛关注,运用博弈分析方法研究商业银行对许霆事件的危机营销措施并得出结论:商业银行在此博弈中应该选择借势营销、开展广泛的营销活动,而不是诉诸法律;在分析危机营销的基础上研究商业银行的客户忠诚并得出结论,最后提出相关建议。     

‘What's so special about family business?’ An exploratory study of UK and Irish consumer experiences of family businesses

While family‐owned businesses are considered to have specific advantages in customer relationships, limited research has been conducted into how these abilities are developed or understood by the public. Consumers may indeed perceive family businesses differently from non‐family businesses, but this aspect has received scant attention within the literature. This paper sets out exploratory work designed to gain an understanding of Irish and UK consumer perceptions of family‐owned businesses, within both urban and rural communities. The study provides insight into the meaning of ‘familiness’ in consumers' minds when linked to family businesses, and explores the relationships and experiences that respondents have of family firms. Emerging issues include family business heritage, community bonds and social stewardship, consumer loyalty and generational transfer, distinction, choice and retail heterogeneity. The findings of this exploratory study suggest that researchers should be paying more attention to the positive aspects of family businesses within communities, and concludes with suggestions for future research to further extend this area of study.     

The formation of the tourist's loyalty to the tourism distribution channel: how does it affect price discounts?

Given that distribution agents who wish to maximize long‐term business profits should not only attract new consumers but also keep them loyal, this study analyses the variables that determine the consumer's loyalty to distribution agents for tourism. Although retailers in the service industry employ price discounts on products to motivate short‐term sales, they often establish promotional policies without considering their effect on the long‐term business results. This paper presents an empirical study of the effect of price promotions on tourists who travelled with a package tour. The results indicate that price discounts do not erode consumer loyalty directly, and that the key to obtaining loyal consumers is to offer package tours that customers perceive as providing high‐quality service. Copyright © 2007 John Wiley & Sons, Ltd.     

Status demotion in hierarchical loyalty programs: effects of payment source

Hierarchical loyalty programs are being operated currently by many firms to improve customer relationships. While past work has demonstrated the negative effects of status demotion in such programs, research on how these effects may vary across different customer group based on payment source is almost nonexistent. This paper examines the moderating role of payment source (‘own money’ versus ‘others money’) on the effects of status demotion on customer attitudes and behavior in hierarchical loyalty programs. Analysis of data collected from members of airline loyalty programs show that the negative effects of status demotion on customer attitudes, loyalty intentions, and share-of-wallet are stronger for demoted ‘own money’ customers than for demoted ‘others money’ customers. The study provides a deeper insight about the effects of status demotion and points out that firms could possibly be endangering the loyalty of many potentially valuable customers, in particular among the ‘own money’ customer group.