南京理工大学学报（自然科学版）2013，Vol.37Issue(1)：199-204,6.
基于关系强度调节效应的顾客参与研究
Customer participation under moderating role of relationship strength
摘要
Abstract
Many literature researches on customer participation simplistically focus on external factors of customers and ignore the influence of customer internal components on customer participation outcomes. To demonstrate the importance of relationship strength to the process of customer participation, this paper takes relationship strength as a moderator variable to explore its influence on relationship benefits enhancement and customer loyalty when customers are in process of customer participation. An empirical investigation is conducted through a structural equation model. The research results show that: customer participation significantly affects relationship benefits; relationship strength has a significantly moderating role in the impact of customer participation on relationship benefits enhancement. The research results provide some references for further research and certain instructions for organization's operation.关键词
顾客参与/关系利益/顾客忠诚/关系强度Key words
customer participation/ relationship benefits/ customer loyalty/ relationship strength分类
管理科学引用本文复制引用
任淑霞,张明立..基于关系强度调节效应的顾客参与研究[J].南京理工大学学报（自然科学版）,2013,37(1):199-204,6.基金项目
国家自然科学基金(71272018,70972002) （71272018,70972002）
广义虚拟经济研究专项资助项目(GX2011-1003(Y)) （GX2011-1003(Y）
