B2B環境下客戶關係承諾對客戶忠誠的影響以及客戶關係承諾影響因素的研究

Pao Yue-kong Library Electronic Theses Database

B2B環境下客戶關係承諾對客戶忠誠的影響以及客戶關係承諾影響因素的研究

 

Author: 韋海波
Wei, Haibo
Title: B2B環境下客戶關係承諾對客戶忠誠的影響以及客戶關係承諾影響因素的研究
B2B huan jing xia ke hu guan xi cheng nuo dui ke hu zhong cheng de ying xiang yi ji ke hu guan xi cheng nuo ying xiang yin su de yan jiu
The effects of customer commitment on customer loyalty and the antecedents of customer commitment under B2B environment
Degree: D.Mgt.
Year: 2010
Subject: Hong Kong Polytechnic University -- Dissertations
Customer relations -- Management
Telecommunication -- China
Department: Graduate School of Business
Pages: xi, 126 p. : charts ; 30 cm.
InnoPac Record: http://library.polyu.edu.hk/record=b2394231
URI: http://theses.lib.polyu.edu.hk/handle/200/5995
Abstract: Customer relationship management is becoming increasingly important for firms in the present business environment. This study examines factors affecting customer relationship commitment as well as the impact of customer relationship commitment on customer loyalty. Customer satisfaction, switching cost, relational psychological contract and transaction psychological contract are included in the research model as antecedents of relationship commitment. Relationship commitment is separated into affective commitment and calculative commitment. The two dimensions of customer loyalty, namely recommending loyalty and patronage loyalty are measured. A sample of 246 organization customers within the telecommunication industry in Mainland China was used to test the model developed. The analysis result demonstrates that affective commitment has significant effect on both recommending loyalty and patronage loyalty, and that calculative commitment has significant effect on patronage loyalty only. Customer satisfaction, realization of relational psychological contract has significant effect on affective commitment, while switching cost and realization of transactional psychological contract has significant effect on calculative commitment. The indirect relation of customer satisfaction and customer loyalty intervened by affective commitment, and the indirect relation of switching cost and patronage loyalty intervened by calculative commitment are also supported by the findings. The research conclusions enrich the theory of customer relationship management and customer loyalty; at the same time there are some important practice implications for customer relationship management and customer loyalty maintenance.

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