【作者】 王桂萍；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 企业管理， 2012， 博士

【副题名】基于消费者视角

【摘要】 企业声誉与顾客关系是目前国内外研究的重点与热点。声誉作为企业的战略资产,通过影响顾客的购买与非购买行为,能够有效提升企业的经营绩效,良好的企业声誉已经成为维系顾客关系和创造竞争优势的重要来源。尽管现有研究已经证实,企业声誉对顾客关系确实存在显著影响,然而,学者们对企业声誉的驱动要素对声誉不同维度的影响,以及声誉的不同维度在驱动顾客关系方面的作用大小、作用差异及其作用过程却知之甚少。到目前为止,企业声誉通过何种方式或何种作用路径对顾客关系产生影响,还缺乏系统深入的研究,还没有形成企业声誉对顾客关系影响机制的完整理解,未能系统揭示关系形成过程中消费者对企业声誉的心理反应,无法对企业声誉和顾客关系管理实践提供富有价值的指导。本研究在国内外研究成果和访谈基础上,发掘了中国背景下消费者视角的企业声誉驱动要素,并探讨了这些驱动要素对声誉不同维度的影响差异,阐释了企业声誉对关系质量的作用机制,并开发出基于心理契约和顾客认同的综合概念框架,构建了一个消费者视角的包含声誉前置变量与结果变量在内的整体研究模型,并以彩电业的最终消费者为研究对象对模型进行实证检验。实证结果对转型经济背景下中国企业声誉管理、客户关系管理的战略、策略制定具有一定的理论参考作用。具体而言,本研究主要解决了三个方面的问题：首先,以现有研究成果和消费者访谈为基础,揭示了消费者视角的企业声誉驱动要素。这是企业声誉管理实践必须首先解决的问题,也是本研究要解决的首要问题。因为,建立和管理企业声誉,一个重要前提就是明确企业声誉的驱动要素,确定哪些关键要素能够为企业赢得声誉才能管理好企业声誉。第二,考查了上述各驱动要素对企业声誉不同维度的具体影响。企业声誉是一个既包括认知成分也包括情感成分的态度结构,包括认知声誉和情感声誉两个维度。具体剖析各驱动要素对企业声誉不同维度的影响差异,对企业管理实践更有借鉴意义。第三,引入传统研究所忽视的心理契约和顾客认同变量,通过理论分析和实证研究,验证了企业声誉不同维度对关系质量内部各维度的影响过程差异,从而揭示了企业声誉与顾客关系之间的心理传导机制。上述三个方面环环相扣,前一个研究目的为下一个研究目的提供基础,下一个研究目的则是对上一个研究目的的拓展与深化。本研究得到的主要结论和实践启示包括：第一,消费者视角下的企业声誉驱动要素主要包括产品与服务感知、企业社会责任感知、人才竞争力感知、创新能力感知和企业诚信表现感知。打造企业声誉,可以重点从这五个方面着手。第二,企业声誉的认知与情感两维度划分法是合理的。消费者视角的企业声誉,是消费者基于企业特征或属性形成的对企业的心理认知和情感反应。拥有认知声誉和情感声誉的公司,如同“德才兼备”的人一样,能够对消费者产生吸引力和影响力,从而构成公司的重要无形资产。打造企业声誉,可以从提升消费者对企业的认知声誉(竞争力)和情感声誉(感召力)两方面入手。第三,消费者对企业的认知声誉主要受到产品与服务感知、创新能力感知和人才竞争力感知的影响。企业社会责任行为、诚信表现、产品与服务对其情感声誉有积极的影响,即它们能激发消费者对企业的积极情感,这意味着消费者不仅关注企业为其提供的经济利益,而且欢迎那些诚信度高、拥有社会责任感的企业。明确了声誉的驱动要素及其对认知声誉、情感声誉的不同影响,可以有针对性地实现企业的具体声誉管理目标。第四,心理契约与顾客认同是企业声誉与顾客关系之间重要的中介变量。实证研究结果表明,企业声誉的两个维度对心理契约、顾客认同都有显著的正向影响；心理契约对顾客信任、顾客承诺有显著的正向影响；顾客认同对关系质量的三个维度——顾客满意、顾客信任和顾客承诺均有显著影响作用；企业声誉对顾客满意和顾客承诺都没有直接影响,心理契约、顾客认同完全中介了企业声誉与顾客满意以及企业声誉与顾客承诺的关系；企业声誉对顾客信任有显著的直接正向影响,心理契约、顾客认同在企业声誉与顾客信任之间担任部分中介角色。实证研究结果验证了顾客关系保持的背后确实存在着心理契约机制的作用,建立在心理契约基础上的顾客认同是顾客与企业保持高质量关系的深层次心理动因。在企业管理实践中,应该重视顾客心理契约的满足、培育消费者对企业的认同感,为消费者与企业之间的长期稳定关系构建坚实基础。第五,与顾客满意相比,顾客信任在企业声誉管理与顾客关系的维护中起着更为基础的作用。长期以来,许多企业一直认为“顾客满意”在构建与顾客的长期关系中最为重要。然而,本研究有关企业声誉对顾客关系影响的实证结果表明,企业声誉对顾客满意没有直接影响,心理契约的满足也不一定会引发顾客满意。企业声誉不仅直接影响顾客信任,还分别通过心理契约、顾客认同引发顾客信任,也存在企业声誉——心理契约——顾客认同——顾客信任的影响路径。说明在企业声誉作用的情境下,顾客信任的建立才是顾客关系管理的核心。良好声誉引发的较高的顾客信任意味着顾客对特定企业有信心,能够并愿意去依赖该企业,并对该企业及其产品与服务形成一种积极的态度。相比顾客满意,信任更能深入体现顾客和企业间的互动关系,是维持顾客与企业关系连续性的关键。与其它相关研究相比,本研究引入心理契约、顾客认同作为中介变量,探讨企业声誉对顾客关系的影响机制,丰富和发展了企业声誉理论,对顾客关系理论的扩展与深化也会起到积极的推进作用,在一定程度上弥补了现有研究的不足。本研究的创新点主要表现为以下几个方面：第一,将企业声誉与顾客关系整合在关系营销的框架下,构建了消费者视角的包含声誉前置变量与结果变量在内的整体研究模型,考察了企业声誉的关系效应,弥补了当前企业声誉研究领域对企业声誉的关系绩效研究的不足。第二,引入传统研究所忽视的心理契约和顾客认同作为中介变量,探讨了企业声誉、心理契约、顾客认同、关系质量之间的关系,构建了企业声誉对顾客关系影响机制的理论模型,研究了企业声誉与顾客关系之间的心理传导机制,揭示了顾客关系建立的深层次心理动因,为解析顾客关系机制的心理“黑箱”提供了新视角。第三,从消费者对企业的社会期望出发,发掘了消费者视角下企业声誉驱动要素的五个维度,考察了各驱动要素对企业声誉不同维度的影响差异,深化了企业声誉前因、维度及其影响关系的研究。更多还原

【Abstract】 Corporate reputation and customer relationship are the research focus and hotspots both at home and abroad at the present.Reputation,as a strategic asset of the enterprise,can effectively improve business performance through its impact on the customer’s purchase and non-purchase behavior. Good corporate reputation has become an important source for the corporate to maintain customer relations and create competitive advantages.Although existing research has confirmed the significant impact of corporate reputation on customer relationship,the impact of the different dimensions of the driving elements of corporate reputation and their role in promoting customer relationship are poorly understood.By far,the means and pathways of corporate reputation’s impact on customer relationship have not been sufficiently studied,a complete understanding of corporate reputation on customer relationship mechanism has not yet formed,and the consumers’psychological reaction to the corporate reputation in the formation of the relationship has not been revealed,thus,we are unable to provide valuable guidance on corporate reputation and customer relationship management practices.This paper,on the basis of domestic and foreign research results and interviews, explores the driving elements of corporate reputation from the perspective of consumers in the Chinese context,explores the relationship between the driving elements and different dimensions of corporate reputation,expounds the functioning mechanism of corporate reputation on the quality of the relationship,and develops a comprehensive conceptual framework based on the psychological contract and customer commitment. With the above efforts,a structural equation model is constructed,and an empirical test is conducted with the color TV industry as the research object model.The empirical results have some theoretical reference for Chinese enterprises in corporate reputation management and customer relationship management strategy-making in the context of transformative economics.Specifically,this study is mainly to solve the three problems.Firstly, based on existing research and consumer interviews,it reveals the driving elements of corporate reputation from the consumer’s perspective.lt is the primary problem of the management practice of corporate reputation, and also that of this paper.In order to establish and manage corporate reputation,an important prerequisite is to define the driving elements of corporate reputation,and determine which key elements will win reputation for the enterprises.Secondly,it examines the specific impact of the driving elements on different dimensions of corporate reputation. Corporate reputation is an attitude structure including both cognitive components and affective components,including the two dimensions of cognitive reputation and emotional reputation. Specific analysis of the different impact of the driving elements on the different dimensions of corporate reputation will provide more reference to the practice of business management.Thirdly,it introduces the psychological contract and customer identity variables ignored by traditional studies,verifies the different impact of the different dimensions of corporate reputation on the dimensions of relationship quality within the process,thus it reveals the psychological transmission mechanism between corporate reputation and customer relationships.The three parts interlock with each other,the purpose of the previous studies providing a basis for the next research purposes and the next research objective expanding and deepening previous research purposes.The main conclusions and inspiration for practice of this study include:First,the driving elements of corporate reputation from the consumers’perspective mainly cover product and service awareness,personnel qualityawareness,enterprises’social responsibility awareness,innovation abilityawareness and corporate integrity awareness.To build the corporate reputation can focus on the five aspects.Second,it is reasonable to define corporate reputation in two dimensions:cognitive and emotional. Corporate reputation from the consumers’perspective is consumers’ psychological and cognitive response based on the nature of enterprises.Corporations blessed with cognitive and emotional reputation,just like people with ability and integrity,appeal to and influence consumers,so as to constitute important intangible assets for the corporations.To build corporate reputation can start with enhancing consumers’awareness on corporate reputation’s cognitive reputation (competitiveness) and emotional reputation (appeal). Third,consumer awareness on corporate reputation is largely influence by the perception of the quality of products and services,the perception of innovative ability and the perception of the talent competition. Corporate integrity performance,its socially responsible behavior,products and services have a positive impact on the emotional reputation;this means that consumers not only concerned about their economic interests provided by the companies,but welcome those businesses who have high integrity,and strong sense of social responsibility. Defining the different impact of different driving elements of reputation on cognitive and emotional reputation,it will be feasible to achieve specific reputation management objectives.Fourth,psychological contract and the customer identity is an important intermediary variable between corporate reputation and customer relations.Empirical results show that two dimensions of corporate reputation have a significant and positive impact on psychological contract and customer identity.Psychological contract has a significant positive effect on customer trust and customer commitment. Customer identity has a significant effect on the third dimension of relationship quality-customer satisfaction,customer trust and customer commitment.Corporate reputation has a direct and positive effect on customer trust.Psychological contract and the customer identification play an intermediary role between corporate reputation and customer trust, which indicates that customer identity,built on psychological contract, is the deep-seated psychological motivation for corporation and customer maintaining high-quality relationship.Business management practice should attach importance to the satisfaction of the customer psychological contraband foster consumer’s identification with the corporation,thus build a solid foundation for long-term stable relationship between consumers and businesses.Fifth,compared with the customer satisfaction,customer trust plays a more fundamental role in corporate reputation management and customer relationship maintenance.Over the years,many companies have always thought that "customer satisfaction" is the most important in the long-term relationship with customers. However,the empirical results of this study on corporate reputation and customer relationship demonstrates that corporate reputation has no direct impact on customer satisfaction and the satisfaction of the psychological contract does not necessarily lead to customer satisfaction.Corporate reputation not only has a direct impact on customer trust,but also leads to customer trust by means of the psychological contract and the customer identification.That is to say, there exists an impact path:corporate reputation-psychological contract-customer identification-customer trust. Therefore, the establishment of customer trust is the core of the customer relationship management in the context of corporate reputation.Customertrust caused by good reputation means that the customer has confidencein a particular enterprise, is willing to rely on the enterprises andthus forms a positive attitude towards the enterprises,their productsand services.Compared with customer satisfaction,customer trust reflectsthe in-depth interaction between the consumer and business and is thekey to maintain the continuity of relationship between the customer andthe business.Compared with other studies,this study, with the introduction of the psychological contract and the customer identification,explores the functioning mechanism of corporate reputation on customer relationship and enriches the theory of corporate reputation and has a positive role in the expansion and deepening the present theory of customer reputation, to a certain extent making up for the lack of existing research. Innovations of this study are mainly reflected in the following aspects:First,integrate corporate reputation and customer relationships in the framework of relationship marketing, and build,from the perspective of consumers,an overall research model containing the front variable of reputation and outcome variables, Examine the relationship outcomes of corporate reputation,make up the research gap of corporate reputation’s impact on corporate relationship performance.Second,introduce the variables of the psychological contract and customer identification of the ignored by traditional studies,constructs the model of the influencing mechanism of corporate reputation on customer relationship; explores psychological transmission mechanism between corporate reputation and customer relationships;provide a new perspective for analyzing the customer relationship mechanism "black box";reveals the deep-seated psychological motivation of the customer relationship establishment. Third, On the basis of customers’social expectations of the business,explores the five driving elements of corporate reputation from the consumer perspective and their impact on cognitive and emotional reputation of businesses;deepen the relevant research of dimensions,cause and effect of corporate reputation.更多还原