关系营销中顾企关系层面研究——兼论服务性企业个人关系对顾客承诺影响机理

作为关系营销的焦点,顾企关系可以出现在组织之间、个人与组织之间,也可以存在于人际之间,这构成了顾企关系的不同层面.明确各个层面关系的形成机理对于决定企业采取何种战略至关重要.文章根据建立关系的真实主体的不同时顾企关系的层面进行了划分.通过对研究架构的概括和对主要研究变量的梳理,总结和评析了顾企关系层面的相关研究.在此基础上提出服务性企业中顾客与企业关键员工的关系对顾客承诺影响机理的模型,以期指导企业利用这种关系更好地维系顾客,并有效降低关键人员离职给企业带来的风险.

Study on Customer Relationship in Relationship Marketing

As the focus of relationship marketing,customer relationship may occur at the firm level,person-to-firm level,as well as the interpersonal level,constituting different customer relationships.To define the constituting mechanism of different customer relationships is vital for enterprises to decide on which strategy to take.This paper divides customer relationship into different facets according to the different relationship subjects and reviews the researches on customer relationships through summarizing the research framework and combing the main variables in the research.Then,the paper puts forward the model indicating how the relationship between customers and key employers of the enterprise affect the enterprise’s commitment to customers in the service industry in order to guide enterprises to maintain better customer relationship by making good use of the interpersonal relationship and to effectively reduce the risk which the turnover of key personnel brings to the enterprise.