【摘要】 针对国内外顾客导向与人际关系共同影响关系质量研究的不足,提出了理论模型与研究假设。通过对买方采购人员进行调研,对供应商的顾客导向与人际关系以合作为中介影响双方之间关系质量的模型进行实证研究。结果表明:顾客导向与人际关系对合作的正向影响均显著;合作对顾客满意与顾客信任的正向影响显著;合作在顾客导向与顾客满意之间、在人际关系与顾客满意之间、在人际关系与顾客信任之间起完全中介作用;合作在顾客导向与顾客信任之间起部分中介作用。更多还原

【Abstract】 Building on the existing literature about the impact of customer orientation and guanxi on relationship quality, theoretical models and research hypotheses are put forward. The indirect effects of customer orientation of suppliers and guanxi on relationship quality through cooperation are studied on the basis of questionnaire survey of purchasing personnel in buyer firms. The results show that the positive effects of both customer orientation and guanxi on cooperation are significant; the positive effects of cooperation on customer satisfaction and trust are both significant; cooperation completely mediates the positive effects of customer orientation on customer satisfaction, guanxi on customer satisfaction, and guanxi on customer trust. The result also indicates cooperation partially mediates the positive effect of customer orientation on customer trust.更多还原