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关系感知在银行业顾客忠诚形成中的中介机制研究
引用本文:赵红,谢琳灿.关系感知在银行业顾客忠诚形成中的中介机制研究[J].数学的实践与认识,2013,43(11).
作者姓名:赵红  谢琳灿
作者单位:中国科学院大学管理学院,北京,100190
摘    要:以银行业为背景,以顾客关系感知中的满意和信任为中介变量,建立企业形象、转换成本和服务质量三个典型营销要素影响顾客忠诚意向和忠诚行为的概念模型,并进行了实证检验.研究发现:企业形象、服务质量和转换成本会显著影响顾客忠诚行为,其中服务质量影响最大;顾客满意在企业形象和服务质量对顾客忠诚行为的影响中有不完全中介作用;信任在服务质量对顾客忠诚行为的影响中也有不完全中介作用.此外,顾客忠诚意向是营销要素影响顾客忠诚行为的重要中介变量.

关 键 词:关系感知  顾客满意  信任  中介效应  顾客忠诚

The Mediating Effect of Customer Ralationship Perceptions Towards Banking Loyalty
ZHAO Hong , XIE Lin-can.The Mediating Effect of Customer Ralationship Perceptions Towards Banking Loyalty[J].Mathematics in Practice and Theory,2013,43(11).
Authors:ZHAO Hong  XIE Lin-can
Abstract:This paper proposed a conceptual model that took corporate image,switching cost and service quality as influencing factors of customer loyalty intention and loyalty behavior, while satisfaction and trust as mediating variables in banking service.Empirical study found that:corporate image,service quality and switching cost all have positive impact on customer loyalty behavior,and service quality is the most significant;customer satisfaction mediates the effect of corporate image and services quality on customer loyalty behavior;as well as trust between service quality and customer loyalty behavior.In addition,loyalty intention is an important mediating variable when marketing factors influence customer loyalty behavior.
Keywords:relationship perception  customer satisfaction  trust  mediating effect  customer loyalty
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