顾客感恩研究述评与展望

涂红伟; 张志慧; 马建峰

doi:doi:10.16538/j.cnki.fem.20200803.301

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外国经济与管理

主编：李增泉

常务副主编：郑春荣

副主编：阴慧芳贺小刚刘建国

ISSN：1001-4950

刊号：31-1063/F

创刊于1979年，是面向国内外公开发行的管理类学术期刊。

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顾客感恩研究述评与展望

涂红伟1, 张志慧1, 马建峰2 Correspondence author

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外国经济与管理 2021 年第 43 卷第 02 期, 页码：68 - 83 DOI:10.16538/j.cnki.fem.20200803.301

出版日期：2021年2月20日

摘要

参考文献

摘要

顾客感恩是一种能促使顾客产生回报意愿的积极情感状态，这种状态来自于顾客意识到企业（或企业员工）表现的行为可以让自己或他人获得好处。顾客感恩在企业与顾客持续稳定的关系中扮演着重要角色，不仅能使顾客产生一系列有利于企业的行为意愿，还有助于企业营销绩效的提升，如增加销售收入、提高销售增长率等，因而受到营销理论界越来越多的关注。本文通过对现有文献的梳理，首先阐述了顾客感恩的概念内涵，然后归纳和总结了顾客感恩的影响因素和作用结果，最后对未来可以进一步探讨的领域进行了展望，以期为后续研究指明方向，并为企业营销策略的制定提供科学依据和实践启示。

关键词

感恩; 顾客感恩; 人际感恩; 积极情绪

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引用本文

涂红伟, 张志慧, 马建峰. 顾客感恩研究述评与展望[J]. 外国经济与管理, 2021, 43(2): 68-83.

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