【摘要】 构建与维持长期、稳固的客户关系是关系营销的主要目标之一。本文以上海、苏州银行业为例,实证性地分析私人关系对客户关系质量的影响。研究结果发现：第一、营销人员与客户有关人员私人关系状态与客户满意度并不存在显著的相关关系,而关系意愿对客户满意度有显著的正向影响；第二、营销人员与客户有关人员私人关系越好,企业与客户间的信任度越高；第三、营销人员与客户有关人员私人关系越好,组织间的承诺度越高。最后探讨了结果的应用。更多还原

【Abstract】 Building and Maintaining long-lasting and solid customer relationship is regarded as the main target of relationship marketing.Based on the empirical evidence of Banks in Shanghai and Suzhou,this paper explores the im- pact of personal Guanxi in marketing activities on customer relationship quality.It is found that the state of personal guanxi between the sales representatives and the relevant persons of clients did not have significant influence on cus- tomer satisfaction;however the willingness of establishing personal guanxi did have significant influence on customer satisfaction.This research also proved the personal guanxi did have significant influence on customer credibility and commitment.Finally,the implications of the findings are discussed.更多还原