心理契约、顾客满意与顾客忠诚的关系研究 - 以银行业为例

Relationship between psychological contract, customer satisfaction and customer loyalty -- a case study of the banking industry

摘要:(摘要内容经过系统自动伪原创处理以避免复制,下载原文正常,内容请直接查看目录。)

在金融脱媒的改造配景下,我国银行业面对着史无前例的剧烈竞争。投资渠道的丰硕,使银行的居平易近储蓄存款正在被股票、债券、信任和基金等新的投资对象所分流,同时在融资上,年夜量的资金绕开贸易银行构成系统外轮回,下降银行的信贷范围,冲击银行的利润程度。在如许的配景之下,保持忠实顾客成为各个银行应对挑衅的重要选择。而在平常生涯中,我们也会有如许的阅历,银行在告白等非正式合同中许诺“24小时审批存款”,这类许诺会在顾客心里构成希冀,当许诺得以兑现,顾客很轻易对银行的办事发生好感,构成客户忠实。顾客的这些非书面的、未地下的、对本身与企业间互相义务责任的心思希冀被称为顾客心思契约。以往对顾客忠实的构成机制研讨重要基于顾客满足实际,并把转换本钱、关系信赖、心思妨碍等身分作为调理身分或许直接影响身分来评论辩论。而心思契约作为组织行动学里的一个成熟实际,于2005年被我国粹者引入营销范畴,存眷其在营销范畴的实用性、丈量和与顾客忠实的关系。那末在银行业范畴,心思契约可否说明顾客忠实的构成?其与顾客满足、顾客忠实之间存在如何的关系?而传统研讨中,转换本钱作为顾客满足与顾客忠实的调理身分,其在心思契约与顾客忠实的关系中能否也起到调理感化呢?本文经由过程对心思契约、顾客忠实、顾客满足与转换本钱的实际停止梳理,发明今朝关于心思契约在营销范畴的研讨多集中于评论辩论实用性,心思契约的维度,丈量办法。而在心思契约与顾客忠实的关系评论辩论中,之前研讨只是片面评论辩论二者的相干性,并没有把心思契约归入顾客忠实的研讨系统中,评论辩论顾客忠实实际框架中其他身分的影响感化,好比顾客满足、转换本钱。为商量银行业心思契约与顾客忠实的内涵机制,本文依据传统顾客忠实的研讨模子,摸索性的把顾客满足作为中介变量,研讨其在心思契约与顾客忠实之间的影响感化。同时,斟酌到转换本钱作为一种顾客加入的妨碍,对顾客满足与顾客忠实有明显影响,是以立异性的把转换本钱作为调理变量,研讨其在心思契约与顾客忠实之间的调理感化。依据构想,本文应用定性研讨办法,梳理已有相干文献,停止文献综述、模子构建、假定推导等,然后经由过程已有成熟量表设计问卷,以问卷查询拜访的情势搜集获得数据。应用定量研讨办法,以SPSS20.0作为数据剖析对象,停止信度效度磨练、相干剖析、回归剖析,对假定停止验证。本文经由过程实证研讨证明了以下假定:H1:银行业顾客心思契约由生意业务型和关系型心思契约二维度组成。H2:心思契约知足与顾客忠实正相干。个中,生意业务型心思契约和关系型心思契约都与顾客行动忠实正相干,生意业务型心思契约和关系型心思契约也与顾客立场忠实正相干,然则在构成立场忠实上,生意业务型心思契约的影响弱于关系型心思契约。H3:顾客满足与顾客忠实正相干。个中顾客满足与顾客行动忠实、立场忠实都出现正相干。H4:顾客满足在心思契约知足与顾客忠实间起到部门中介的感化。H5b:财政转换本钱对心思契约知足与顾客忠实的关系起到调理感化。H5c:关系转换本钱对心思契约知足与顾客忠实的关系起到调理感化。本文有一个假定未成立:H5a:法式转换本钱对心思契约知足与顾客忠实的关系起到调理感化。作者以为缘由有以下几个方面,起首查询拜访对象的年纪段多集中于20-30岁之间,这一年纪段的人群进修才能强,更能接收新事物,是以关于在各个银行间转换和认知的进修进程所须要投入的精神和时光较少;其次,从问卷的根本选项可以看出,接近90%的被查询拜访人群在银行解决的是存取款营业,这一营业在各个银行间的同质化较强,是以法式转换本钱较低;别的,银行网点、自助终端装备的增多也下降了用户的法式转换本钱。本研讨成果具有必定的实际意义,本文以全新的视角,把心思契约归入顾客忠实的实际研讨框架中,研讨了生意业务型和关系型心思契约对顾客行动忠实和立场忠实的影响,实证剖析了心思契约与顾客满足的关系,顾客满足在心思契约知足与顾客忠实之间的中介感化,和商量了分歧类型转换本钱关于心思契约知足与构成顾客忠实之间的调理感化,从实际上丰硕和成长了心思契约和顾客忠实方面的研讨。依据研讨成果,本文具有必定的理论启发:银行治理者在平常宣扬推行和运营治理中,应懂得顾客心思契约的存在,并引诱顾客树立心思契约。本文研讨成果证明心思契约的知足能构成顾客满足和顾客忠实,是以治理者要梳理目的顾客的心思契约内容,评价可否杀青,在可杀青的基本上使这些能构成心思契约的许诺地下化,而许诺后必定要杀青,从而构成顾客忠实。用一句话概略为:细梳理,估现实,敢许诺,必做到。同时,本文实证成果显示,财政转换本钱和关系转换本钱对构成顾客忠实也有明显的调理感化。银行治理者可以经由过程赐与顾客更高的刷卡积分和优惠,赐与顾客更多的人文关心等方法进步顾客的财政和关系转换本钱。本文的立异点有以下三个方面;1、将心思契约归入成熟的顾客忠实研讨系统中,把心思契约作为顾客忠实的驱动身分提出研讨假定并验证。2、实证剖析心思契约知足与顾客满足的关系,并把顾客满足作为中介身分,商量其在心思契约与顾客关系构成途径中的感化。3、依据实际银行办事中顾客心思状况,立异性参加转换本钱作为心思契约与顾客忠实之间的调理变量,研讨转换本钱能否对二者关系发生调理感化本研讨受本身才能、时光等方面限制,存在必定缺乏,一是研讨样本较为单一,样本被访者年纪集中在30岁及以下,教导水平以年夜学本科及研讨生为主,职业以先生及企业公司人员为主;二是查询拜访问卷中的顾客满足量表更着重顾客情绪成份的丈量,而缺少对顾客认知成份的丈量。在往后的研讨中,可以在以下四个方面深刻:1、基于顾客忠实的研讨系统,把办事质量、产物庞杂性、竞争者吸引力等影响身分归入心思契约与顾客忠实关系的研讨中;2、在研讨顾客忠实的论题下,分行业梳理顾客心思契约的内容,.并研讨其对顾客忠实的影响;3、对顾客心思契约的决裂与违反若何影响顾客忠实停止研讨;4、可以扩展研讨主体的规模,更年夜规模内的调研能更真实的反响情形。

Abstract:

In the transformation of financial disintermediation background, China's banking industry is facing fierce competition in the There was no parallel in history. Investment channels of the rich, so that the bank's savings deposits are being shares, bonds, trust and funds and other new investment targets, while in the financing, the amount of funds to bypass the trade bank to form a system, the bank's credit range, the impact of the bank's profit margin. Under such a background, to maintain loyal customers become an important choice for the banks to respond to provocation. And in ordinary life, we will have such experience, the bank in advertising and other informal contracts promised to 24 hours approval deposit, this kind of promise in the hearts of customers, when promised to deliver, customers are very easy to handle the affairs of the bank, constitute a guest Tochu Mi. These non - written, non - written, non - written, and non - ground, or non - ground, or non - ground, or non - ground, or non - ground, or non - ground, or non - ground, or non - ground, or non - ground. In the past, the research on the mechanism of customer loyalty is based on the fact that the customer is satisfied with the reality, and it can be directly influenced by the factors such as conversion cost, relationship trust, psychological barrier and so on. And the idea of contract as the organization action in a mature and practical, in 2005 I was the quintessence of Chinese culture into the scope of marketing, pay close attention to its marketing in the category of practicability, and the relationship between customer loyalty and measurement. At the end of the banking sector, the psychological contract can explain the customer satisfaction, customer satisfaction, and customer loyalty. In the traditional research, we can also play a role in the psychological contract, customer loyalty, customer satisfaction and switching cost. This paper mainly focuses on the practical, psychological contract and measurement method. In the relationship between psychological contract and customer loyalty, the previous research is only a partial comment on the two party's coherence, and not the psychological contract into the customer loyalty research system, the debate on the customer's loyalty to the actual framework of other factors, such as customer satisfaction, switching costs. In order to discuss the connotation and mechanism of the bank's psychological contract and customer loyalty, this paper based on the traditional customer loyalty research model, the customer satisfaction as the intermediary variable, and discuss its influence on the psychological contract and customer loyalty. At the same time, considering the change of cost as a customer to join the obstacles, to customer satisfaction and customer loyalty has a significant impact, is to make the conversion cost as a conditioning variable, and study its effect on the psychological contract and customer loyalty. According to the idea, this paper uses qualitative research methods, combing the existing literature, to stop the literature review, model building, assuming the derivation, etc., and then through the process of the existing maturity scale design questionnaire, the questionnaire survey data collected. In the application of quantitative research, the SPSS20.0 is used as the data analysis object, and the reliability and validity of the test, the relevant analysis and regression analysis are used to analyze the hypothesis. In this paper, we prove the following hypothesis: H1: the customer's psychological contract in the banking industry is composed of two dimensions, which is business type and relationship type. H2: Psychological Contract Satisfaction and customer loyalty are relevant. In one, the business model of the mind and the relationship between the psychological contract and customer loyalty are relevant, business type of psychological contract and relational psychological contract is also loyal to the customer's position, but in the form of a faithful, business oriented psychological contract is weak in relation to the psychological contract. H3: customer satisfaction and customer loyalty. The customer satisfaction and customer loyalty, position and loyalty are positive related. H4: customer satisfaction in the Psychological Contract Satisfaction and customer loyalty to play the role of intermediary between the department. H5b: the financial conversion cost of the idea of contract content and customer loyalty to the relationship between the conditioning. H5c: the relationship between the cost of the Psychological Contract Satisfaction and customer loyalty to the relationship between the conditioning. In this paper, we have a hypothesis that H5a: the cost of the process of the transformation of the idea of the contract and the customer loyalty to the relationship between the conditioning. The author thinks that there are several aspects of the inquiry, the older people learning ability, more can receive new things, is to change and cognitive learning process in various banks, the basic option can be seen, close to 90% of the people in the bank settlement is to access, the business in each bank is relatively low, and the increase of bank outlets, self-service terminal equipment also decreased. This research has certain practical significance. This paper studies the business model and relationship based on a new perspective.

目录:

摘要4-7
Abstract7-8
1. 绪论13-18
    1.1 研究背景13-14
        1.1.1 现实背景13-14
        1.1.2 理论背景14
    1.2 研究目的与意义14-15
        1.2.1 研究目的14-15
        1.2.2 研究意义15
    1.3 研究思路与框架15-18
        1.3.1 研究思路15-16
        1.3.2 研究框架16-18
2. 文献综述18-43
    2.1 心理契约相关理论研究18-26
        2.1.1 心理契约的发展与内涵18-21
        2.1.2 心理契约的维度21-22
        2.1.3 国内关于心理契约理论的研究22-26
        2.1.4 心理契约理论小结26
    2.2 顾客忠诚相关理论26-31
        2.2.1 顾客忠诚的概念26-28
        2.2.2 顾客忠诚的分类28-30
        2.2.3 顾客忠诚的驱动因素30-31
        2.2.4 顾客忠诚与心理契约31
        2.2.5 顾客忠诚理论小结31
    2.3 顾客满意相关理论31-37
        2.3.1 顾客满意的发展与内涵31-33
        2.3.2 顾客满意与顾客忠诚的关系33-36
        2.3.3 顾客满意与心理契约36-37
        2.3.4 顾客满意理论小结37
    2.4 转换成本相关理论37-43
        2.4.1 转换成本的概念37-38
        2.4.2 转换成本的类型38-41
        2.4.3 转换成本与顾客忠诚41-42
        2.4.4 转换成本理论小结42-43
3. 研究假设与理论模型43-50
    3.1 相关概念的界定43-45
        3.1.1 心理契约43
        3.1.2 顾客忠诚43-44
        3.1.3 转换成本44-45
        3.1.4 顾客满意45
    3.2 研究假设45-48
    3.3 研究模型48-50
4. 研究设计50-54
    4.1 量表设计50-52
        4.1.1 心理契约量表设计50-51
        4.1.2 顾客满意量表设计51
        4.1.3 转换成本量表设计51-52
        4.1.4 顾客忠诚量表设计52
    4.2 问卷设计52-53
    4.3 调查对象的选择53
    4.4 数据的收集53-54
5. 数据分析54-83
    5.1 样本描述性分析54-55
    5.2 量表信度分析55-58
        5.2.1 心理契约满足信度分析56-57
        5.2.2 顾客满意信度分析57
        5.2.3 转换成本信度分析57-58
        5.2.4 顾客忠诚信度分析58
    5.3 效度分析58-63
        5.3.1 心理契约因子分析58-60
        5.3.2 顾客满意因子分析60-61
        5.3.3 转换成本因子分析61-62
        5.3.4 顾客忠诚因子分析62-63
    5.4 相关分析63-66
        5.4.1 心理契约满足与顾客忠诚的相关分析64-65
        5.4.2 心理契约满足和顾客满意的相关分析65-66
        5.4.3 顾客满意与顾客忠诚的相关分析66
    5.5 回归分析66-75
        5.5.1 顾客忠诚对心理契约满足的回归分析67-69
        5.5.2 顾客满意对心理契约满足的回归分析69-71
        5.5.3 顾客忠诚对顾客满意的回归分析71-73
        5.5.4 顾客满意中介效应验证73-75
    5.6 转换成本的调节作用75-81
        5.6.1 程序转换成本的调节作用77-78
        5.6.2 财务转换成本的调节作用78-80
        5.6.3 关系转换成本的调节作用80-81
    5.7 假设结果总结81-83
6. 结论83-86
    6.1 研究结论83-84
    6.2 管理启示84-85
    6.3 研究的不足与今后研究建议85-86
参考文献86-90
附录90-95
致谢95-96