Tác động của hiệu quả giao tiếp và chất lượng dịch vụ đến sự cam kết trong mối quan hệ khách hàng trong các dịch vụ chuyên nghiệp
Tóm tắt
Hầu hết các nghiên cứu trước đây trong lĩnh vực tiếp thị mối quan hệ tập trung vào các yếu tố trước đó của sự trung thành và cam kết trong các thị trường công nghiệp, kênh phân phối hoặc hàng tiêu dùng. Tuy nhiên, nghiên cứu này mô hình hóa các yếu tố trước đó của sự cam kết mối quan hệ của khách hàng trong bối cảnh dịch vụ chuyên nghiệp, có chất lượng đáng tin cậy (nơi khách hàng gặp khó khăn trong việc đánh giá chất lượng dịch vụ một cách tự tin, ngay cả khi mua sắm và tiêu dùng) - tức là dịch vụ lập kế hoạch tài chính cá nhân. Tác động của bốn biến giải thích chính (hiệu quả giao tiếp, chất lượng kỹ thuật, chất lượng chức năng và lòng tin) được kiểm tra. Kết quả ủng hộ mô hình giả thuyết và cho thấy hiệu quả giao tiếp là yếu tố chính tác động đến tất cả các biến trước đó, và là yếu tố quyết định mạnh mẽ nhất đến sự cam kết trong mối quan hệ.
Từ khóa
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