关系质量研究述评
刘人怀,姚作为
摘要(Abstract)：
关系质量是关系营销理论中一个比较重要的概念。学术界与企业界均认识到企业要维持与顾客的长期关系 ,就必须从多个方面来提升两者之间的关系质量。本文回顾了西方学者涉及关系质量的研究成果 ,界定了关系质量的定义、领域与基本维度 ,探讨了关系质量结构在顾客购买行为链中的角色以及关系质量对企业绩效的影响 ,并且在总结的基础上提出了未来的研究建议。
关键词(KeyWords)： 关系质量;情节质量;互动;顾客购买行为;企业绩效
基金项目(Foundation):
作者(Author): 刘人怀,姚作为
DOI: 10.16538/j.cnki.fem.2005.01.005
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