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首页> 外文期刊>Journal of relationship marketing >New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated
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New Perspectives on Customer Relationships: How Relational Models Influence Customer Experience and How They Are Activated

机译：关于客户关系的新观点：关系模型如何影响客户体验以及它们如何激活

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Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behavior and customer experience. The purpose of this paper is to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This paper describes the results of two studies. The first study focuses on the effects of relational models on customer experience. This first study shows that the type of relationship has a strong influence on customer experience in terms of consumption emotions, customer satisfaction, and recommendation intention. Knowing that differences in the presence of relational models have a strong influence on customer experience, a second study focuses on finding a possible explanation for the differences in the presence of relational models. We hypothesize that differences in the presence of relational models can be explained by how organizations approach their customers and how customers perceive the organization. Especially, the perceived organizational involvement and freedom of choice as perceived by the customer play an important role. The second study, therefore, focuses on the influence of perceived organizational involvement and freedom of choice on relational models. The study shows that organizational involvement and freedom of choice have a significant impact on the activation of relational models. The findings are interesting for organizations that want to improve customer experience.
机译：已经进入了客户体验的决定因素的研究。然而，这些研究不包括与客户体验可能的决定因素的关系规范。然而，有强烈的迹象表明，客户使用的关系规范是客户行为和客户体验的重要因素。本文的目的是调查关系模型对客户体验的影响，并解释在关系模型的存在下可能的差异。本文介绍了两项研究的结果。第一项研究侧重于关系模型对客户体验的影响。第一次研究表明，在消费情绪，客户满意度和推荐意图方面，这种关系的类型对客户体验有很大影响。了解关系模型存在的差异对客户体验产生了强烈影响，第二项研究侧重于找到对关系模型存在差异的可能解释。我们假设组织如何接近客户以及客户如何感知组织的关系，可以解释关系模型存在的差异。特别是，客户所感知的组织参与和选择自由，因为客户认为重要作用。因此，第二项研究侧重于感知组织参与和在关系模型中选择自由的影响。该研究表明，组织参与和选择自由对关系模型的激活产生了重大影响。对于想要改善客户体验的组织来说，调查结果很有趣。

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