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对于B2B服务提供商而言,明确顾客群体类型及其对企业品牌绩效的影响非常必要。通过将企业间服务忠诚划分为行为忠诚和态度忠诚两类,构建和检验了B2B服务忠诚来源及品牌资产绩效结果模型。对中国物流服务采购者进行调查发现,习惯性购买、对服务提供者的信任和感知服务质量是影响两类忠诚的前置变量,行为忠诚和态度忠诚对品牌资产的影响不同,行为忠诚影响顾客钱包份额而态度忠诚会影响溢价支付意愿。
For B2B service providers, clarifying the types of customer groups and their impact on corporate brand performance is essential. By dividing service loyalty among enterprises into two categories: behavioral loyalty and attitude loyalty, the loyalty source of B2B service and the performance result model of brand equity are constructed and tested. A survey of buyers of logistics services in China found that habitual purchase, service provider trust and perceived service quality are the predominant variables that affect both types of loyalty. Behavior loyalty and attitude loyalty have different effects on brand equity, and behavior loyalty affects customers Loyalty to wallet share will affect premium willingness to pay.