供应商服务质量、分销商满意与忠诚之间关系的实证研究被引量：1

An Empirical Research of the Relationship between Service Quality of Suppliers and Satisfaction and Loyalty of Distributors

原文传递

导出

摘要在激烈的市场竞争中,分销商是否满意与忠诚决定着供应商的经营绩效,促进分销商满意、维系分销商忠诚已经成为供应商获得竞争优势和提高企业绩效的关键。通过构建供应商服务质量、分销商满意与忠诚的理论框架和相应假设,根据234份有效问卷之数据获得理想的量表信度与效度,并利用统计方法对假设进行检验。研究发现:关系服务质量是影响分销商满意的关键因素;分销商满意对分销商情感承诺具有正向影响;分销商满意通过分销商情感承诺提高分销商忠诚。研究结论将传统顾客忠诚理论扩展到B2B领域,揭示了在B2B领域中客户的满意度并不取决于产品的质量,而是关系服务质量。在客户忠诚度的形成过程中,客户满意可以导致客户忠诚,但客户情感承诺是一个不可忽视的因素,它在客户忠诚形成过程中扮演着中介作用。 In the fierce market competition, the satisfaction of loyalty of distributor determines the performance of suppliers. To promote the satisfaction and to maintain loyalty of distributors are the decisive factors for suppliers in obtaining competitive advantages and improving performance. By establishing a theoretical framework of serv- ice quality of suppliers and satisfaction and loyalty of distributors and related hypothesis, a test is conducted by using the statistical method based on ideal reliability and validity of scale according to the data from 234 valid questionnaires. The result reveals that quality of relationship service is the key factor in distributors＇ satisfaction ; Distributors＇ satisfaction has positive impact on affective commitment of distributors; It can improve distributors＇ loyalty throng their affective commitment. In this research, the traditional theory of customers＇ loyalty is intro- duced to B2B field. It indicates that in B2B field, customers＇ satisfaction mainly depends on quality of relation- ship service rather than quality of products. During the formation of customers＇ loyalty, customers＇ satisfaction can lead to customers＇ loyalty. Meanwhile, customers＇ affective commitment is an important factor to be reckoned with, and it is a medium in the formation of customers＇ loyalty.

作者于放黄晓治

机构地区布鲁克大学古德曼商学院广西大学商学院

出处《税务与经济》 CSSCI 北大核心 2013年第6期7-15,共9页 Taxation and Economy

基金国家自然科学基金项目"基于共创价值的互动导向顾客行为与企业绩效的实证研究"(项目编号:71172163) 国家自然科学基金项目"顾客参与和渐进式突破式创新的关系研究:基于服务主导逻辑的视角"(项目编号:71362011) 广西自然科学基金青年基金项目"企业社会责任对企业绩效的影响机制研究:基于多元中介回归模型的实证分析"(项目编号:2012GXNSFBA276012)

关键词供应商分销商技术服务质量关系服务质量 supplier distributor quality of technical service quality of relationship service

分类号 F713.55 [经济管理—市场营销]

引文网络
相关文献

参考文献30

1Keysuk K, Frazier G L. Measurement of Distributor Commitment in Industrial Channels of Distribution [ J ]. Journal of Business Research, 1997,g0(2) : 139 - 154.
2Aaker D A. Using Buyer Behavior Models to Improve Marketing Decisions[ J]. Journal of Marketing, 1970,34 (3) :52 - 57.
3Jones J P. The Double Jeopardy of Sales Promotions [ J ]. Harvard Business Review, 1990,68 (5) : 145 - 152.
4胡保玲.权力运用与依从、情感承诺间关系的实证研究[J].兰州学刊,2008(7):89-92. 被引量：3
5Mattila A S. The Impact of Service Failures on Customer Loyalty: The Moderating Role of Affective Commitment[ J]. In- ternational Journal of Service Industry Management, 2004,15 (2) : 134 - 149.
6Bolton R N, Lemon K N, Verhoef P C. Expanding Business-to-Business Customer Relationships: Modeling the Customer' s Upgrade Decision[ J]. Journal of Marketing, 2008,72( 1 ) :46 - 64.
7Gustafsson A, Johnson M D, Roos I. The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention [ J ]. Journal of Marketing, 2005,69 (4) : 210 - 218.
8Mckenzie D J. Measuring Inequality with Asset Indicators [ J ]. Journal of Population Economics, 2005,18 (2) :229 -260.
9Morgan R M, Hunt S D. The Commitment-trust Theory of Relationship Marketing[ J]. Journal of Marketing, 1994,58 (3) :20 -38.
10Verhoef P, Franses P H, Hoekstra J C. The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Muhiservice Provider: Does Age of Relationship Matter? [ J ]. Journal of the Academy of Marketing Science, 2002,30(3) :202 -215.

二级参考文献36

1张远,林凤,朱程峰.对经销商忠诚度评价的探析[J].汽车工业研究,2004(12):19-21. 被引量：4
2廖公仆.浅析工业品市场的顾客忠诚及其影响因素[J].技术经济与管理研究,2005(2):17-19. 被引量：5
3Lusch, Robert F. ,James R. Brown. Interdependency, Contracting, and Relational Behavior in Marketing Channels[J]. Journal of Marketing, 1996. (10) : 19 - 38.
4Ananth. V. Iyer, Mark E. Bergen. Quick Response in Manufacture-Retailer Channels [ J ]. Management Science, 1997, ( 5 ) : 559 - 570.
5Tadayuki Miyamoto, Nexhmi Rexha. Determinants of three facets of customer trust : A marketing model of Japanese buyer-supplier relationship[J]. Journal of Business Research. 2004, (3): 312- 319.
6Handfield, R. B, Bechtel, C.. The role of trust and relationship structure in improving supply chain responsiveness [ J ]. Industrial Marketing Management, 2002, (4) :367- 82.
7Carr, A. S, Smeltzer, L.R.. An empirical study of the relationships among purchasing skills and strategic purchasing, financial performance, and supplier responsiveness[J]. The Journal of Supply Chain Management, 2000, (3) :40- 54.
8Hunt, Shelby D. ,John R. Nevin, Power in a Channel of Distribution: Sources and Consequences [ J ]. Journal of Marketing Research, 1974,(5): 186- 193.
9Holm, Desiree Blankenburg, Eriksson, et al. Business networks and cooperation in international business relationships[J]. Journal of International Business Studies, 1996, (5) : 1033 - 1054.
10Dupont, R.. Relationship marketing: A Strategy for ConsumerOwned Utilities in A Restructured Industry[ J ]. Management Quarterly, 1998, (4) : 11 - 17.