Guanxi视角下顾客—员工间信任转化为顾客—企业间信任的机理研究

The present literatures on relationship marketing show that there are two levels of trust between customers and firms: one is the customer-employee trust; and the other goes to customer-firm trust. Study shows that customer-employee trust plays a significant role in customer relationships, which draws firms into the risk of customer loss arised from employee loss. This kind of risk becomes even more prominent in Guanxi perspective. To start with, we analyze the specific characteristics of Guanxi, and differentiate the employees-owned trust in the Chinese market into renqing-based customer-employee trust and rational cognition-based customer-employee trust. We then thoroughly discuss the specific paths and influence variables as well as the distinctive mechanism during the transfer process from this two kinds of customer-employee trust to customer-firm trust, And eventually construct basic transfer frame of the two kinds of customer-employee trust to customer-firm trust. Through this study , we aim to clarify the relationships and influence factors during the transfer process from the two kinds of customer-employee trust to customer-firm trust in Guanxi perspective, thus to fill up the blank in the existing literatures, and provide a basic theoretical framework or thoughts for firms operating in the Chinese market to carry out effective customer relationship management.

现有关系营销的文献表明顾客与企业间的信任关系有两个层级：一是顾客-员工间信任；二是顾客-企业间信任。研究发现，顾客-员工间信任在顾客关系中占有十分重要的地位与作用，这使得企业面临着因员工流失而带来顾客流失的风险。这一风险在Guanxi视角下更为突出。本项目拟从Guanxi特殊性入手，将中国市场上的企业员工所拥有的顾客-员工间信任区分为合情的与合理的两种信任，分析这两种顾客-员工间信任在转化为顾客-企业间信任具体路径与影响变量，并深入的探讨两种顾客-员工间信任在转化为顾客-企业间过程中的原理差异，构建两种顾客-员工间信任向顾客-企业间信任转化的基本框架。通过这一研究，试图达到深入剖析Guanxi视角下两种顾客-员工间信任与顾客-企业间信任的转化关系及其影响因素的目的，弥补现有文献在这一领域的研究空白，为在中国市场上运作的企业进行有效的顾客关系管理提供理论框架与思路。

考虑到顾客与企业间存在多重关系层级，该课题将顾客对组织的信任关系区分为个人层面的信任关系与组织层面的信任关系，并就这两种不同维度的信任关系间的差异及其后续影响变量的差异进行了探讨，更为重要的讨论了影响个人层面的信任关系向组织层面的信任关系转化的相关变量与过程机制。通过一系列的相关研究，本课题从个人层面的信任关系的分维、不同维度的个人层面的信任关系间的本质区别与影响差异、影响个人层面的信任关系向组织层面的信任关系的转化三个方面进行了深入的研究与探究，发展了个人间信任关系与组织间信任关系的转化框架模型（这一转化模型包括员工的组织认同——反映员工与组织间关系的变量、顾客对相似性的研究等影响变量），并且通过问卷调查，在不同的产业情境（包括保险业、餐饮业、美发业、B2B制造业），考虑了不同的关系背景（如长期关系、服务失败、渠道冲突等），对这些理论模型进行了验证研究，得到了相应的研究结论。这些研究丰富了顾客关系管理与信任转移的理论研究，为企业管理员工与顾客间的个人信任关系，实现个人信任企业化这一目标提供了理论支撑。