【摘要】 过去友谊的探讨只停留在社会性方面,很少论及它在商业活动中的经济性交换特性,所以相关理论未推广至商业环境,因此,顾客在消费过程中与服务人员建立的朋友关系即商业友谊的探讨将有助于弥补和完善这一缺口和理论。本文将对商业友谊这一重要的营销关系进行探讨,并通过以美容院为研究对象的实证研究,分析它与关系品质和顾客忠诚的影响,揭示商业友谊对服务性企业的重要性。更多还原

【Abstract】 The sociology literature addressed this topic from the social perspective and rarely mentioned the economic exchange characters of friendship in the commercial reality.And that is why those theories are hard to apply to the commercial reality.We believe that the friendship that develops between clients and service providers,i.e.the further research on the commercial friendships will eliminate those gaps.This study tries to discuss the important marketing relationship and in the empirical analysis of beauty parlors in Wuhan city it delineates the effects of the commercial friendship on the relationship quality and customer satisfaction in order to highlight the importance of the commercial friendship for the service industries.更多还原