An Empirical Study on Effect of Relational Benefits on Customer Longterm Orientation:
The Different Roles of Customer Satisfaction and Company Service Competence
YANG ZhiyongWANG Yonggui
University of International Business and Economics, Beijing, China
Abstract：Based on the company competence theory and consumer behavior theory, using the data from Chinese bank industry, this paper researches the driving mechanism of customer longterm orientation. The results show that the direct influence of social benefits on customer longterm orientation is not significant, but the confidential benefits and the special treatment benefits are significant. In the effects of the confidential benefits and special benefits on the longterm orientation, customer satisfaction is a mediator, but in the effect of the social benefits, the result is not significant, Moreover, the company service competence is a moderator in the effects of confidential benefits and special treatment benefits on the longterm orientation, but the social benefits is not.
杨志勇,王永贵. 关系利益对顾客长期关系导向影响的实证研究
[J]. J4, 2013, 10(3): 413-.
YANG ZhiyongWANG Yonggui. An Empirical Study on Effect of Relational Benefits on Customer Longterm Orientation:
The Different Roles of Customer Satisfaction and Company Service Competence. J4, 2013, 10(3): 413-.
2013, Vol. 10 
