期刊论文

中文

长沙理工大学学报(社会科学版)

1672-934X

2019

34

6

106-112

10.16573/j.cnki.1672-934x.2019.06.012

国家社科基金一般项目(17BJY059)。

本校为第一机构

近年来,频繁发生的垄断企业营销非道德行为,严重破坏了市场经济秩序,影响了企业可持续发展。基于530个移动通信、银行业消费者样本的问卷调查,运用结构方程建模法,将消费者垄断感知强度作为前置变量,实证分析了其对营销道德水平和客户关系质量的影响。研究表明,垄断感知强度对两个变量存在显著的、直接的负向影响,营销道德水平对关系质量存在显著的正影响。垄断感知削弱了企业积极营销的效应,使企业客户关系管理、营销道德建设的努力和投入成了"悖论"或"徒劳"。据此,垄断企业既需要注重营销道德建设,也需要减弱垄断性,方可切实改善客户关系。

In recent years,the frequent unethical marketing behaviors of monopoly enterprises have seriously damaged the order of market economy and affected the sustainable development of enterprises.Based on a questionnaire survey conducted among 530 mobile communication and banking consumers,this paper,applying structural equation modeling method and prepositioning the variables of customers'perceived intensity to monopoly,empirically analyzes its impact on the quality between the level of marketing ethics and customer relationship.Research has shown that the perceived intensity to monopoly has a sign...