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首页> 外文期刊>Journal of Business Research >Relationship value based on customer equity influences on online group-buying customer loyalty
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Relationship value based on customer equity influences on online group-buying customer loyalty

机译：基于客户权益的关系价值对在线团购客户忠诚度的影响

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The purposes of this article is to clarify the composition of relationship value based on consumer equity and examine the mediating role of relationship quality and moderating role of customer relationship life cycle in the relationship between the relationship value and customer loyalty. This paper finds that different dimensions of relationship quality-have different effects on customer loyalty by empirical analysis. Besides, relationship quality plays a mediator role in the relationship between relationship value and customer loyalty, and relationship life cycle in different stage have significant different moderation effects between customer relationship value and customer loyalty. This study outcomes indicate that establishing and maintaining good relationships with consumers can effectively improve customer loyalty, and then enhance customer equity, besides, customer participation behavior and positive word of mouth can improve customer loyalty. The findings are valuable for marketing managers of online group-buying. (C) 2016 Elsevier Inc. All rights reserved.
机译：本文旨在阐明基于消费者权益的关系价值的构成，并考察关系质量与顾客关系生命周期的调节作用在关系价值与顾客忠诚度之间的中介作用。本文通过实证分析发现关系质量的不同维度对客户忠诚度的影响不同。此外，关系质量在关系价值与顾客忠诚度之间的关系中起中介作用，不同阶段的关系生命周期对顾客关系价值与顾客忠诚度的调节作用差异显着。这项研究结果表明，与消费者建立并保持良好的关系可以有效地提高客户忠诚度，进而增强客户权益，此外，客户参与行为和积极的口口相传可以提高客户忠诚度。这些发现对于在线团购的营销经理来说是有价值的。 （C）2016 Elsevier Inc.保留所有权利。

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