服务人员互动风格对顾客忠诚的影响研究：关系利益的中介作用
Effects of Service-Provider Interaction Style on Customer Loyalty:The Mediating Roles of Relational Benefits

摘要 在竞争性环境中，服务人员的有效互动尤其重要。基于此，应用关系营销理论，构建服务人员不同互动风格对顾客忠诚的影响模型，探索不同关系利益在其中的中介作用。以北京某品牌汽车4S店为背景展开调查，运用结构方程模型进行实证研究。研究结果表明，服务人员互动导向型风格既对顾客忠诚产生直接的影响，还通过顾客感知的信任利益和社会利益对其产生间接影响；任务导向型和自我导向型互动风格仅通过顾客感知的信任利益对顾客忠诚产生间接影响。
In highly competitive marketplace, the effective interaction between service provider and customers is of great importance. Based on the relationship marketing theory, this study develops a model of service-provider interaction style affecting customer loyalty, to explore the mediating role of relational benefits. A questionnaire survey was carried out in a 4S shop of a major automobile manufacturer located in Beijing. And the structural equation model is employed. Empirical results confirm that the interaction orientation of service-provider not only has a direct, positive effect on customer loyalty, but also exerts an indirect effect on customer loyalty through customer perceived confidence benefits and social benefits. However, the task orientation and self orientation of service provider only exerts an indirect effect through customer perceived confidence benefits