A Study On The Influence Of Business Friendship On Customer-Corporate Loyalty From The Perspective Of Relationship

From the perspective of relationship,business friendship has a richer and more multi-dimensional conceptual connotation,reflects the business communication atmosphere with Chinese cultural characteristics,and will further affect customers’ loyalty to the company.So,how to divide the dimensions of business friendship from the perspective of relationship? How does it affect customer-corporate loyalty? In this regard,existing research does not provide a complete answer.Therefore,based on relationship dimension theory and multilevel loyalty theory,this paper divides business friendship into two dimensions: relationship length and relationship distance,and then constructs the influence model of business friendship on behavior predictability(cognition),emotional attachment(affection)and even customer corporate loyalty,and further study the boundary conditions in the process of customer-firm loyalty conversion.With a questionnaire survey of 205 customers in the insurance industry,this study verifies that business friendship in different dimensions has a positive impact on customer-corporate loyalty,and further confirms the mediation model between business friendship and customer business loyalty from dual pathways of cognition(behavioral predictability)and affection(affective attachment).First,this study divides business friendship into two dimensions from the perspective of "relationship orientation",and accumulates local evidence in Chinese relationship marketing for exploring the conceptual connotation of business friendship;Second,combined with the multi-dimensional connotation of customer corporate loyalty,this study analyzes the influence of business friendship on customer corporate loyalty from the dual paths of cognition and emotion,which is helpful to reveal the mechanism and enhance the theoretical explanatory power of "commercial friendship-customer corporate loyalty";Finally,the demonstration of the moderating effect of relationship type will help enrich the research on multi-layer loyalty theory and provide new perspectives for follow-up research.Combining with Chinese unique culture of "relationship orientation",this paper makes a more detailed division of business friendship between customers and salespersons,and reveals the potential theoretical mechanism between business friendship and customer-enterprise loyalty,which is helpful for enterprises to better understand and manage this relationship,so as to provide theoretical guidance for enterprises to gain customer loyalty,occupy the market and get long-term development.