顾客为什么会回避关系营销？——关系压力及其对顾客忠诚的影响

顾客为什么会回避关系营销？
——关系压力及其对顾客忠诚的影响
汪涛1 曹子夏2
（武汉大学经济与管理学院，湖北武汉430072）
摘要：顾客对关系营销活动的感受在关系营销文献并没有得到足够的重视。本文关注于关系
营销的负面影响，引入心理学的压力互动模式，运用文献推理和实证研究来探讨顾客在交易
关系中感知的压力，关系压力的来源，以及感知压力对顾客忠诚的负面影响。本研究为热衷
于建立、维持关系的服务企业，揭示了隐藏在顾客不愿意忠诚于交易关系背后的重要心理因
素——压力。
关键词：关系营销 关系压力源 感知关系压力 顾客忠诚
Why the Customers want to escape Relationship Marketing:
Relationship Stress and Its Impact on Customer Loyalty
Abstract:There is a lack of records on the consumer’s feeling about relationship marketing efforts
in relationship marketing literatures. Based on literature review and empirical research, this study
calls attention to the negative impact of relationship marketing and introduces the stress model
from psychological realm to marketing field, investigating the perceived stress of consumers in the
business relationships, the resources of stress(stressor) and the impact of perceived relationship
stress on customer loyalty. In this study, the important potential reason for why consumers’
reluctant to participate in a long-term businesses relationship, relationship stress, is indicated for
those enterprises which are trying to forge relationship.
Keywords: relationship marketing, relationship stressor, perceived relationship stress, customer
loyalty