The Effect Of Relationship Benefits On Positive Word Of Mouth Behaviors

In the period of transformation and upgrading of the national economy,service industry plays an increasingly important role.Therefore,the problem that how to handle customer relationship has been the focus of service firms.In addition to economic incentives,service firms have to explore new means to maintain the relationship with customers.Positive word of mouth behavior is one of the important relationship marketing consequence,and a large number of empirical studies have pointed out that word-of-mouth behavior has a positive impact on corporate performance.However,there are few researches on the antecedents of word of mouth communication,and the related researches mainly focus on the effects of service quality,customer satisfaction,trust,and economic incentives on word of mouth behavior.Based on the previous results,this paper integrate marketing variables of interests,customer satisfaction,relationship commitment and word-of-mouth behavior,building a model that relationship benefits impact word of mouth behavior,exploring the internal mechanism of the relationship between relationship benefits and word-of-mouth behavior.In this research,we collected 286 valid samples through questionnaire survey,and the hypothesis was tested by path analysis and Bootstrapping method.Finally,we reached the following conclusions:(1)The relationship benefits have a significant positive effect on word of mouth behavior.In previous studies,scholars have studied the relationship between the dimensions of relationship benefits and the relationship marketing consequence.In this study,the author explores the relationship between the main variable of relationship benefits and its influence on the word of mouth behavior.Significantly,confidence benefit is still the most important relationship benefits,it has the most powerful interpretation on word of mouth behavior.(2)Relational benefit have a significant positive effect on relationship commitment and customer satisfaction.(3)Relationship commitment and customer satisfaction have significant positive effects on word of mouth behavior.(4)Customer satisfaction and relationship commitment play a mediating role in the relationship between relationship benefits and word of mouth behavior.Previous studies have focused on the relationship between the dimensions of relationship benefits and word of mouth behavior,which is short of its internal mechanism.In this study,we explore and verify the double mediating effect of customer satisfaction and relationship commitment,which has theoretical value and practical significance.Based on the above research conclusion,the author puts forward some suggestions for marketing management of service firms to refer to: Paying attention to relationship marketing activities,effectively enhance the customer relationship benefit;Providing relationship benefits based on customer satisfaction and relationship commitment;Employing customer relationship management system;strengthening staff training,fixing employee incentive measures.At the end of this paper,the author points out the limitations of this paper and directions for future research.