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目前国内外理论界转向从服务忠诚视角探求提升企业核心竞争力的路径,从而使对服务忠诚现象及其形成机理的研究成为学术界的一项焦点议题。本文以天津招商银行个人金融业务为研究对象,构建结构方程模型,采取配额抽样方式获取数据且应用AMOS7.0软件进行数据分析和各项检验,探讨顾客感知价值两个维度与服务忠诚三个维度之间的关系以及情境因素和顾客信任在其中的驱动机理,从中得出了有说服力的、具有理论和实践启示的结论。
At present, domestic and overseas theorists turn to explore the path of enhancing their core competence from the perspective of service loyalty, so that the research on service loyalty and its formation mechanism has become a focus topic in academia. In this paper, the personal finance business of China Merchants Bank in Tianjin is taken as the research object, the structure equation model is constructed, the quota sampling method is adopted to obtain the data and AMOS7.0 software is used to carry out data analysis and various tests to explore three dimensions of customer perceived value and service loyalty The relationship between them and the driving factors of contextual factors and customers’ trust, draw convincing conclusions with theoretical and practical implications.