摘要
本文从员工管理与顾客管理的整合视角,探讨Guanxi情境下顾客信任企业化的路径,讨论"组织认同"对顾客信任企业化过程的影响。基于社会认知理论,分析组织认同的三个维度在合情的顾客信任、合理的顾客信任的企业化过程中的差异化影响。笔者通过问卷调查,运用偏最小二乘方法对模型进行检验,结果显示组织认同对顾客信任的企业化过程有调节作用,且组织认同的三个维度分别影响了顾客信任的两种企业化过程。这些发现对组织管理者更好地识别和处理组织的信任关系有借鉴意义,为管理者通过提升员工的组织认同感来实现顾客信任企业化提供理论基础。
From an integrative perspective of the employee management and customer management,this paper discussed the transferring way from customer-employee trust(CET) to customer-firm trust(CFT) and further explored the moderating role of organizational identification in such transferring process. Stepping from the social cognition theory,this paper analyzes the diversified impacts of three dimensions of organizational identification on transferring process from two aspects of CET( i. e.,rational cognition-based customer trust and Renqing-based customer trust) to CFT. According to data collection and partial least square analysis,this paper finds that organizational identity moderates the effect of CET on CFT and the three dimensions of organizational identity play different roles in such an effect. These findings will have a significance of referencefor the organization managers to better identify and deal with the organizational relationship of trust,and they will provide a theoretical basisfor managers to achieve the customers' trust to enterprises through enhancing the employees' organizational identity.
出处
《科研管理》
CSSCI
北大核心
2014年第6期136-144,共9页
Science Research Management
基金
教育部人文社科西部边疆项目(项目号:09XJC630011
起止时间:2009-2013)
国家自然科学基金项目(项目号:71272244
起止时间:2013-2016)资助
关键词
GUANXI
顾客信任
企业信任
组织认同
Guanxi
customer-employee trust
customer-firm trust
organizational identification
