1、本科毕业论文（设计）外文翻译原文INCENTIVESCHEMESINTHEFINANCIALSERVICESSECTORMODERATINGEFFECTSOFRELATIONSHIPNORMSONCUSTOMERBRANDRELATIONSHIPINTRODUCTIONUNDERSTANDINGTHECAUSESANDEFFECTSOFRELATIONSHIPSBETWEENCONSUMERSANDBRANDSISANIMPORTANTISSUEFORBOTHACADEMICSANDPRACTITIONERSINTHESERVICEINDUSTRIES,ASTHEINTRODUCTIONOFN
2、EWCUSTOMERFACINGTECHNOLOGIESEXERTSAPROFOUNDINFLUENCEONHOWSERVICESAREDELIVEREDBITNERETAL,2000THISHASBEENPARTICULARLYSOINTHERETAILBANKINGSECTORWHEREDEVELOPMENTSINTECHNOLOGYANDCOMMUNICATIONSHAVEPAVEDTHEWAYFORNEWAPPROACHESINBANKINGANDNEWTYPESOFBANKINGSERVICESCONVENIENT,QUICKANDSOMETIMESIMPERSONALBANKING
3、METHODSAREGAININGMOREANDMORESPACEINDAILYLIFE,MAINLYTHROUGHTHEINTRODUCTIONOFNEW24/7BRANCHLESSBANKINGMETHODSAVAILABLEVIAVARIOUSDIRECTACCESSCHANNELSINASITUATIONWHERETHEREISANINCREASINGAMOUNTOFDEREGULATIONANDCOMPETITIONASINTHERETAILBANKINGINDUSTRY,DISTRIBUTIONBECOMES,INEFFECT,THEBASISFORDIFFERENTIATIONR
4、ATHERTHANTHECORESERVICEORPRODUCTMIXITSELFDEVLIN,1995CONSEQUENTLY,EFFECTIVECOMMUNICATIONANDDELIVERYOFPRODUCTSTOCUSTOMERSTHROUGHTHEPROVISIONOFSUPERIORDISTRIBUTIONSTRATEGIESOFFERSTHESERVICEPROVIDERACOMPETITIVEADVANTAGEINTHEMARKETPLACEHOWCROFTANDLAVIS,1986ANUNDERSTANDINGOFTHEEVERGROWINGINFLUENCEOFMULTIC
5、HANNELBANKINGONTHECONSUMERBRANDRELATIONSHIPISNOWESSENTIALGIVENTHATTECHNOLOGYCONTINUESTOPLAYTHEROLEOFASERVICEENABLERFORTHECUSTOMERGWINNERETAL,1998SELNESANDHANSEN,2001THEPAPERPRESENTSACONCEPTUALFRAMEWORKTHATDESCRIBESBRANDRELATIONSHIPALONGTHECOMMUNALANDEXCHANGERELATIONSHIPDIMENSIONSTHISISTHENAPPLIEDTOA
6、NEXPERIMENTTOEXPLORETHEMODERATINGEFFECTSOFRELATIONSHIPNORMSININCENTIVESCHEMES,TOYIELDDATAONTHEIMPACTONTHECUSTOMERBRANDRELATIONSHIPTHEPAPERENDSBYPRESENTINGADISCUSSIONOFTHEFRAMEWORKANDIMPLICATIONSFORFUTURERESEARCHCONCEPTUALFOUNDATIONSTHEDYADICRELATIONSHIPBETWEENCUSTOMERANDBRANDTHETERM“RELATIONSHIP”ISU
7、SEDINEVERYDAYLANGUAGETODEFINEACONNECTIONORASSOCIATIONBETWEENTWOORMOREPEOPLEORTHINGSTRADITIONALLY,THEBRANDHASBEENCONSIDEREDTOBETHEPASSIVEPARTNERINTHERELATIONSHIPTHISBELIEFHASEVENTUALLYCOMETOBEOVERTURNED,ASBRANDSBECOMEANENLIVENEDPARTNERINTHERELATIONSHIPWHENTHEYAREANIMATED,HUMANIZED,OROTHERWISEPERSONAL
8、IZEDLIKEALLINTERPERSONALRELATIONSHIPS,FORABRANDRELATIONSHIPTOTRULYEXISTBETWEENAFIRMANDCUSTOMER,INTERDEPENDENCEBETWEENTHEPARTNERSMUSTBEEVIDENTTHATIS,THEPARTNERSMUSTCOLLECTIVELYAFFECT,DEFINEANDREDEFINETHERELATIONSHIPHINDE,1979THEBRANDMUSTTHEREFORESURPASSTHEPERSONIFICATIONQUALIFICATIONANDACTUALLYBEHAVE
9、ASANACTIVE,CONTRIBUTINGMEMBEROFTHEDYADICCUSTOMERBRANDRELATIONSHIPBRANDRELATIONSHIPNORMSTWOTYPESOFINTERPERSONALRELATIONSHIPS,DESCRIBEDINTERMSOFCOMMUNALOREXCHANGEBEHAVIOURS,CANBEUSEDASAMEANSOFDESCRIBINGCUSTOMERBRANDRELATIONSHIPSBASEDPRIMARILYONECONOMICANDSOCIALFACTORSGOFFMAN,1961THEGENERALHYPOTHESISIS
10、THATSUCHRELATIONSHIPSCARRYWITHTHEMNORMSOFBEHAVIOUR,SPECIFICALLYINTHOSEGOVERNINGACTIONSINVOLVEDWITHTHEGIVINGOFBENEFITSTOTHEPARTNERINCONTRAST,INRELATIONSHIPSMOTIVATEDBYEXCHANGENORMS,PARTNERSINTHERELATIONSHIPPROVIDEBENEFITSTOONEANOTHERWITHTHESPECIFICEXPECTATIONOFRECEIVINGACOMPARABLEBENEFITINRETURNINTHE
11、BUSINESSCONTEXT,CUSTOMERSWILLUNDERTAKEADEGREEOFCOSTBENEFITEVALUATIONINTHEIRRELATIONSHIPWITHABRANDTHEDYNAMICSOFMULTICHANNELBANKING,INCENTIVESCHEMES,ANDBRANDRELATIONSHIPCONVENIENCEANDEASEOFTRANSACTIONHAVEBEENIDENTIFIEDASTWOOFTHEMAJORFACTORSINFLUENCINGBANKSELECTIONMCKECHNIE,1992THWAITESANDVERE,1995,SUG
12、GESTINGTHEIMPORTANTROLETHATDISTRIBUTIONPLAYSINCHOICEOFFINANCIALSERVICESPROVIDERADDITIONALLY,STUDIESHAVESHOWNTHATTHECOSTPERTRANSACTIONPERFORMEDOVERTHECOUNTERINBRICKANDMORTARBRANCHESISABOUTFOURTIMESHIGHERTHANATRANSACTIONPERFORMEDATTHEATM,ANDASMUCHASFIFTYFOURTIMESHIGHERTHANATRANSACTIONSCOMPLETEDONINTER
13、NETBANKINGGOPALAKRISHNANETAL,2003LIKEMOSTLOYALTYPROGRAMMES,INCENTIVESCHEMESBASEDONREWARDSAREINTENDEDTOENCOURAGEBEHAVIOURCHANGE,PARTICULARLYINCUSTOMERSUSAGEOFBANKINGCHANNELINACOMPETITIVESITUATIONHOWEVER,ITHASBEENARGUEDTHATMANYBEHAVIOURBASEDINITIATIVESLIKELOYALTYPROGRAMMESHAVEBEENBASEDONTHECASUALASSUM
14、PTIONTHATCUSTOMERRELATIONSHIPSCANBEESTABLISHEDASARESULTOFASTIMULUSRESPONSEFUNCTIONFURTHERMORE,KEEPINGBRANDSDIFFERENTIATEDFROMEACHOTHERTOSUSTAINACOMPETITIVEEDGEISDIFFICULTESPECIALLYINTHEFINANCIALSERVICESSECTOR,SIMPLYBECAUSEAGOODPRODUCTOFFERINGCANEASILYBECOPIEDANDPROVIDEDBYACOMPETITOREHRENBERGETAL,199
15、7HOWEVER,JUSTASRELATIONSHIPSAREBUILTONTHEBASISOFSOCIALORECONOMICFACTORSGOFFMAN,1961,THEVARIOUSTYPESOFBENEFITSDERIVEDFROMABRANDRELATIONSHIPWILLINVARIABLYPRESENTCUSTOMERSWITHDIFFERENTMOTIVATIONSTOEITHERMAINTAINORTERMINATETHERELATIONSHIPMETHODOLOGYRESEARCHHYPOTHESESTHECOMMERCIALBASISFORALLSERVICERELATI
16、ONSHIPSPRECLUDESDEFININGANYCUSTOMERBRANDRELATIONSHIPSASPURELYCOMMUNAL,NOMATTERHOWSTRONGSUCHARELATIONSHIPMIGHTBEGOODWIN,1996FURTHER,PREVIOUSRESEARCHHASSHOWNTHATWEAKCOMMUNALRELATIONSHIPSOPERATEONANALMOSTNONCOMMUNALBASISTHATBORDERSONBEINGEXCHANGEMOTIVATEDCLARKANDJORDAN,2002RELATIONSHIPTYPOLOGYPOSTULATE
17、STHATCUSTOMERSERVICEPROVIDERRELATIONSHIPSPROVIDEBOTHFUNCTIONALANDSOCIALBENEFITSREYNOLDSANDBEATTY,1999ASDERIVEDBYCONSUMERSITWASALSOOBSERVEDINPRIORRESEARCHAGGARWAL,2004THATWHENOFFEREDEITHERACHEAPGIFTORCASHFORTHEIRPROVISIONOFHELPTOABRAND,PARTICIPANTSWHOHADBEENPRIMEDTOASSUMEANEXCHANGERELATIONSHIPWITHTHE
18、BRANDGAVETHEBRANDALOWEREVALUATIONTHANTHOSEPARTICIPANTSWHOHADBEENPRIMEDTOASSUMEACOMMUNALRELATIONSHIPCONVERSELY,WHENNORMSOFANEXCHANGERELATIONSHIPAREINTEGRATEDANDSALIENTINTHEINCENTIVESCHEME,CUSTOMERSWILLPERCEIVETHEMARKETINGACTIONASPROVIDINGMOREFUNCTIONALTHANSOCIALBENEFITS,THUSEVALUATINGTHEBRANDMORESTRO
19、NGLYINTHEEXCHANGEDIMENSIONOFTHECUSTOMERBRANDRELATIONSHIPTHEHYPOTHESESINTHESEASPECTSARETHUSASFOLLOWSH1THEEXCHANGEORIENTEDINCENTIVESCHEMEREWARDSPROGRAMMEWILLCAUSEANINCREASEONTHEEXCHANGESCALEOFTHECUSTOMERBRANDRELATIONSHIPWHICHISNOTEVIDENCEDBYTHECOMMUNALORIENTEDINCENTIVESCHEMELOYALTYCLUBH2THECOMMUNALORI
20、ENTEDINCENTIVESCHEMELOYALTYCLUBWILLCAUSEANINCREASEONTHECOMMUNALSCALEOFTHECUSTOMERBRANDRELATIONSHIPWHICHISNOTEVIDENCEDBYTHEEXCHANGEORIENTEDINCENTIVESCHEMEREWARDSPROGRAMMERESEARCHDESIGNTHEPRESENTSTUDYWASCONDUCTEDUSINGASAMPLEOFRETAILBANKCUSTOMERSFROMAMAJORBANKINGINSTITUTIONINTHEUNITEDKINGDOMTHEBANKINGC
21、HANNELSUSEDINTHISRESEARCHCONSISTEDOFANAUTOMATEDTELLERMACHINEATMTHATISAREALISTICNONNETWORKEDVERSIONOFTHETYPEOFATMUSEDBYTHECASEBANKTHEREAFTERKNOWNASTHEBANKINTHISPAPERANDAMIRRORCOPYOFTHEBANKSINTERNETBANKINGSERVICEUSINGADAPTEDCOPIESOFPAGESFROMITSREALINTERNETBANKINGSITETHERESULTSAREPRESENTEDHEREBASEDONAB
22、ETWEENSUBJECTSEXPERIMENTDESIGNINVOLVINGTWOGROUPSOF32PARTICIPANTSEACHEXPERIENCINGONETHEINCENTIVESCHEMESEITHERTHEREWARDSPROGRAMMEORTHELOYALTYCLUBINCENTIVESCHEMESTWOINCENTIVESCHEMESAREDEVISEDFORTHISEXPERIMENTACOMMUNALORIENTEDTYPELOYALTYCLUBANDANEXCHANGEORIENTEDTYPEREWARDSPROGRAMMEBOTHSCHEMESOPERATEONTH
23、EFRAMEWORKOFOFFERINGDELAYED,ACCUMULATINGBENEFITSTOCUSTOMERSANDPOINTSAREAWARDEDFORTRANSACTIONSPERFORMEDUSINGINTERNETBANKINGANDATMSTHEREWARDSPROGRAMMEISDESIGNEDAROUNDTHEATTRIBUTENORMSOFEXCHANGERELATIONSHIPSANDISGROUNDEDMAINLYONECONOMICTERMS,OFFERINGCUSTOMERSEXPLICITREWARDSINTHEFORMOFPOINTSTHATCANBEEXC
24、HANGEDFORVOUCHERS,HENCEPROVIDINGANEXPECTATIONOFASPECIFICANDDIRECTECONOMICBENEFITINCONTRAST,THELOYALTYCLUBISDESIGNEDAROUNDTHECHARACTERISTICSOFCOMMUNALRELATIONSHIPSANDISGROUNDEDONSOCIALFACTORSWITHTHEOVERALLGOALOFENHANCINGTHELINKBETWEENCUSTOMERANDBRANDINORDERTOBUILDCLOSERRELATIONSHIPSANDISBASEDONTHEFOU
25、RPROPERTIESOFCLOSERELATIONSHIPSKELLEYETAL,1983INWHICHNODIRECTECONOMICBENEFITISNECESSARILYBEINGOFFEREDTOTHECUSTOMERBESIDESFOCUSINGONHOWCUSTOMERSPERCEIVETHEDIFFERENTINCENTIVESOFFEREDASANENDRESULT,THISSTUDYCONCENTRATESONHOWCUSTOMERSAREMADETOFEELASAWHOLEDURINGTHEIRINTERACTIONSWITHTHESCHEMESASUSERSOFINTE
26、RNETBANKINGANDATMSWITHEACHSCHEMEBEINGINTRODUCEDANDITSPURPOSEEXPLAINEDINAMANNERBASEDONITSUNDERLYINGRELATIONSHIPNORMSPARTICIPANTSWEREASSIGNEDANINCENTIVESCHEMEATRANDOMTHEEXPERIENCEFOREACHPARTICIPANTINTHEEXPERIMENTWASBASEDONTHEMCOMPLETINGSUFFICIENTSELFSERVICETRANSACTIONSTOACCUMULATE2,000POINTSDEPENDENTM
27、EASURERELATIONSHIPSAREBUILTONASEQUENCEOFINTERACTIONSBETWEENPARTNERSWHERETHEPROBABLECOURSEOFFUTUREINTERACTIONSBETWEENTHEMISSIGNIFICANTLYDIFFERENTFROMTHATOFSTRANGERSHINDE,1976DRAWINGFROMTHISTHEORY,ITCANTHEREFOREBEINFERREDTHATCONSUMERINTERACTIONSWITHBRANDSCANALSOBECHARACTERIZEDASRELATIONALANDQUALITYATT
28、RIBUTESCANBEASSIGNEDTOREPRESENTTHEPROCESSESTHATAREPRESUMEDCRITICALFORTHEDEVELOPMENTOFEACHFACETINTHEINTERPERSONALDOMAINOFRELATIONSHIPSHINDE,1995BECAUSEEXCHANGERELATIONSHIPSAREINNATUREMOREEXPLICITANDLESSMULTIFACETEDBATSON,1993,THEEXCHANGESCALECREATEDINTHISRESEARCH,WHICHMEASURESTHEEXCHANGEDIMENSIONOFRE
29、LATIONSHIPS,COMPRISESSIXATTRIBUTESINCONTRAST,THECOMMUNALSCALE,WHICHMEASURESTHECOMMUNALDIMENSIONOFRELATIONSHIPSCOMPRISES18ATTRIBUTESTHEBRANDRELATIONSHIPDATAFOREACHPARTICIPANTCOMPRISEDRESPONSESTOTWOSETSOF24ATTRIBUTEQUESTIONNAIRESINITIALBEFOREEXPERIENCEOFINCENTIVESCHEMESCHEMERELATEDAFTEREXPERIENCEOFINC
30、ENTIVESCHEMERESULTSANDDISCUSSIONCUSTOMERSAMPLEANDDESCRIPTIVESTATISTICSASAMPLEOF64CUSTOMERSOFTHEBANKWERERECRUITEDANDTHEINTENDEDBALANCEINEXPERIENCINGTHETWOALTERNATIVEINCENTIVESCHEMESWASACHIEVEDOVERALLANDFOREACHPARTICIPANTGENDERANDAGEGROUPASCUSTOMERSWEREALSOASKEDHOWLONGTHEYHADBEENCUSTOMERSOFTHEBANKANDR
31、ESPONSESRANGEDFROM6MONTHSTO50YEARSWITHMORETHANHALFOFTHOSEWHOHADBEENCUSTOMERSFOR10YEARSORMOREWEREINTHE35TAGEGROUPPROFILESOFPARTICIPANTSWERECOMPAREDTOEXAMINETHEPOSSIBILITYOFRESPONSEBIASANDNOSIGNIFICANTDIFFERENCEWEREFOUNDINMEANAGE,GENDERANDLENGTHOFTIMEASACUSTOMERBETWEENMALEANDFEMALEPARTICIPANTSTHEPARTI
32、CIPANTSAMPLEREPORTEDANOVERALLHIGHUSAGERATEOFSELFSERVICEBANKINGCHANNELS72PERCENTUSEDINTERNETBANKINGATLEASTONCEAWEEK83PERCENTUSEDATMSATLEASTONCEAWEEKAQUARTEROFTHEPARTICIPANTSEXPRESSEDTHATTHEYWERENOTMEMBERSOFANYSORTOFINCENTIVESCHEMESFOREXAMPLE,SUPERMARKETPOINTSSYSTEMATTHETIMETHEEXPERIMENTWASCONDUCTEDDE
33、MOGRAPHICPROFILESOFTHETWOGROUPSWERECOMPAREDANDNOEVIDENCEFORRESPONSEBIASWASFOUNDRELIABILITYANDVALIDITYRESULTSASCANBEOBSERVEDFROMTABLESIVANDV,BOTHTHEEXCHANGEANDCOMMUNALSCALESINTHEINITIALANDSCHEMERELATEDCONSTRUCTSSHOWEDHIGHRELIABILITYASMEASUREDBYCRONBACHSALPHAHOWEVER,RESULTSCONCERNINGDISCRIMINANTVALIDI
34、TYSHOWEDTHATBOTHSCALESWERESUBSTANTIALLYCORRELATEDWITHEACHOTHERTHECORRELATIONMAYBEWEAKENEDBYPRIMINGPARTICIPANTSTOEXPLICITLYTAKEONTHEDISTINCTRELATIONSHIPNORMSTOEXPERIENCETHEINCENTIVESCHEMES,HOWEVER,THISWOULDNODOUBTAFFECTTHEAIMOFTHISRESEARCH,THATIS,THESTUDYOFTHEMODERATINGEFFECTSOFSALIENTRELATIONSHIPNOR
35、MSONPERCEPTIONSOFCUSTOMERBRANDRELATIONSHIPSDIMENSIONALBRANDRELATIONSHIPRESULTSTHEOBSERVATIONTHATBRANDRELATIONSHIPSCORESONBOTHEXCHANGEANDCOMMUNALSCALESFORBOTHINCENTIVESCHEMESHADINCREASEDOVERTHEINITIALWASTHENOTIONOF“GETTINGSOMETHINGFORNOTHING”REGARDLESSOFWHETHERTHISISINATANGIBLEFORMOFVOUCHERSORINTANGI
36、BLEFORMOFSERVICESASHAVINGEXERTEDAPOSITIVEEFFECTONTHECONSUMERSUPPLIERRELATIONSHIPINFACT,THISWASONEOFTHEMOSTCOMMONSENTIMENTSREFLECTEDBYTHEPARTICIPANTSINTHEIRRESPONSESTOINTERVIEWQUESTIONSSINCEBOTHINCENTIVESCHEMESEXPERIENCEDPROVIDEPARTICIPANTSWITHSUCHBENEFITS,ITISREASONABLETOEXPECTTHATTHEPARTICIPANTSRES
37、PONSESTOWARDSTHEMWOULDBEPOSITIVEIMPLICATIONSANDFUTURERESEARCHTHROUGHTHEMEANSOFACONSTRUCTASSESSINGCUSTOMERBRANDRELATIONSHIPSINTHECOMMUNALANDEXCHANGEDIMENSIONS,THISPAPEREXAMINEDTHEROLEOFCOMMUNALANDEXCHANGERELATIONSHIPNORMSINTHECUSTOMERBRANDRELATIONSHIPTOASSESSTHEIMPACTONTHERELATIONSHIPDIMENSIONSPRODUC
38、EDBYCUSTOMERINCENTIVESCHEMESDESIGNEDONTHEBASISOFEXCHANGENORMSORCOMMUNALNORMSTHECONSTRUCTPROVEDTOBEABLETOQUANTIFYTHECOMMUNALANDEXCHANGEDIMENSIONSOFCUSTOMERBRANDRELATIONSHIPSWITHINTERNALCONSISTENCYRELIABILITYANDTODETECTTHESUBTLEDIFFERENCESINCUSTOMERSPERCEPTIONSOFTHEBRANDASARESULTOFEXPERIENCINGINCENTIV
39、ESCHEMESDESIGNEDONTHEBASISOFRELATIONSHIPNORMSTHEEXPERIMENTRESULTSREVEALTHAT,COMPAREDTOTHEINITIALVALUESOFCUSTOMERBRANDRELATIONSHIPATTRIBUTESBEFOREEXPERIENCINGEITHEROFTHEINCENTIVESCHEMES,THEEXCHANGEORIENTEDREWARDSPROGRAMMECAUSEDASTATISTICALLYSIGNIFICANTLYHIGHERINCREASEONTHEEXCHANGESCALETHANDIDTHECOMMU
40、NALORIENTEDLOYALTYCLUBALIMITATIONOFTHECONSTRUCTWASTHATDISCRIMINANTVALIDITYWASLESSWELLSUPPORTEDDUETOTHEHIGHINTERCORRELATIONOFTHEEXCHANGEANDCOMMUNALSCALESASECONDLIMITATIONOFTHISSTUDYWASTHATTHEEXPERIMENTDIDNOTEXPLOREWHETHERTHEAPPLICATIONOFCOMMUNALRELATIONSHIPNORMS,INCOMPARISONTOEXCHANGERELATIONSHIPNORM
41、S,CANCONTRIBUTEMORETOWARDSTHEBUILDINGOFTHECUSTOMERBRANDRELATIONSHIPALONGITUDINALSTUDYCOULDBECONDUCTEDTORECORDTHEOUTWARDBEHAVIOURSOFCUSTOMERSASWELLASTHEIRINNERTHOUGHTSANDPHYSIOLOGICALRESPONSEANALYSINGTHEINTERCONNECTIONSBETWEENCUSTOMERSACTIVITIESWITHTHEBRANDANDWITHOTHERCUSTOMERSWOULDTHUSENABLEABETTERA
42、SSESSMENTOFRELATIONSHIPSINABUSINESSCONTEXTSOURCEMINHUIFOO,GARYDOUGLASANDMERVYNAJACKINCENTIVESCHEMESINTHEFINANCIALSERVICESSECTORMODERATINGEFFECTSOFRELATIONSHIPNORMSONCUSTOMERBRANDRELATIONSHIPINTERNATIONALJOURNALOFBANKMARKETINGVOL26NO2,2008，P99118译文在金融服务业的激励计划客户品牌关系中关系准则的调节引言由于新技术的引进，就如何发挥服务交付，理解消费者和品
43、牌效应之间关系的原因是一个从事服务业行业的学者或人员要解决的重要问题（比特纳等产生深远的影响，2000）。对于有新技术，新方法的银行尤其如此。方便、快捷、客观的银行方法在日常生活中获得越来越多的空间，主要通过新的24/7跳转银行或通过各种方式直接接入现有的渠道引进。在越来越多的零售银行的放松管制和竞争的情况下，分布越来越不集中，差异越来越大。因此，有效地与客户沟通、交付产品信息，提供优越的销售策略为服务提供商在市场提供了竞争优势（好克罗夫特和拉维斯，1986）。一个多通道银行对不断增长的消费品牌与客户之间关系的理解，有助于其继续扮演一个为客户服务的推动者（格温纳等人的作用，1998年；索尼斯和
44、汉森，2001）。本文将提出一个概念框架，描述有关品牌关系和交换关系。这是应用于实验、探索在激励计划关系准则的调节效果、收集对客户的品牌关系影响的数据。文章最后通过提出的框架和未来研究的影响展开讨论。概念基础客户和品牌的二元关系所谓“关系”是用于日常语言来定义连续或两个及以上的人或事物的关联。传统上，品牌已被认为是被动的合作伙伴关系。这种信念最终会被推翻，因为品牌是一种人性化、个性化、以其他方式活跃的伙伴。像所有的人际关系，对于一个品牌之间存在的关系，真正坚定和客户、合作伙伴之间的相互依存关系必须是显而易见的。也就是说，两个人必须共同影响，定义和界定的关系（欣德，1979）。因此，必须把超越品
45、牌人格化资格和实际行为作为一个积极的，有助于促进客户品牌关系的活动。品牌关系准则在描述社区或交换行为时，两种类型的人际关系，可以作为一种对在客户品牌的基础上的经济和社会因素、主要关系手段的描述（高夫曼，1961）。一般的假设是，这种关系式在与他们进行具体的行为准则与合作伙伴的立意给予那些参与治理行动的情况下实施的。相反，在通过交换规范激励关系，这种关系的合作伙伴提供的好处之一是接收返回的期望，比较具体的收益。在商业环境中，客户将进行与一个品牌关系程度的成本效益评估。多渠道银行，奖励计划与品牌关系的动态方便和简易已作为银行确定交易和金融服务提供商选择的主要的两个影响因素（麦凯尔沏妮，1992；斯
46、韦茨和维尔，1995年）。此外，研究表明，每笔在柜台前进行的交易，比在自动柜员机上进行的交易要贵4倍，比在互联网上完成交易贵4至5倍（戈帕拉克里希南等人，2003年）。像大多数忠诚度计划，对奖励的激励计划，旨在鼓励，尤其是在客户使用的银行在激烈的竞争情况下行为的改变。然而，有人认为，许多基于行为的倡议如忠诚计划已就随意假设使得客户关系成为建立刺激反应结果的基础。此外，保持品牌区分度以维持竞争优势的品牌是困难的，特别是在金融服务业，仅仅因为一个好的产品系列可以很容易被复制和被竞争对手打败（英伦伯格，1997）。然而，正如关系是在社会或经济因素的基础上建立的（高夫曼，1997），源于品牌关系的各种
47、利益的形式将展示拥有不同动机的顾客，这些动机可能是维持或终止关系。方法论研究假设所有服务关系的商业基础排除了纯粹的公共定义为任何客户品牌的关系，无论这样的关系有多么强大（古德温，1996）。此外，以往的研究表明，微弱的公共关系经营着动机交换了的几乎无公共性质的基础（克拉克和约旦，2002年）。类型学的关系假设，客户服务商为消费者提供功能和社会福利（雷诺德和比蒂，1999）。在以前的研究中也观察到，当为客户提供一个品牌的廉价礼品或现金的帮助，那些承担交换关系的品牌比那些进入角色参与者承担社区关系的品牌有较低的评价。相反，当一个交换关系的准则在激励计划中比较突出，客户会感到次交易提供的利益高于社会
48、福利，从而更有力地评估品牌在客户关系交换中营销方面的行动。这方面的假设如下H1该交易的激励计划（奖励计划）将会增加客户品牌关系的交换规模，不是由社区为导向的奖励计划（忠诚俱乐部）。H2公用型激励计划（忠诚俱乐部）会导致客户品牌公共规模的增加，不死由交换为导向的激励计划（奖励计划）。研究设计本研究是利用从英国主要银行机构的零售银行客户的样本研究。本研究的银行使用的通道包括一个自动取款机（ATM），是一个现实的（非联网）的自动柜员机，个案银行（此后为银行已知）本文中使用类型版本；该银行的网上银行服务复制使用改编自其真正的网上银行网站的网页副本。这里提出的结果是基于之间的，学科实验设计涉及两个组各3
49、2个参加者经历一个奖励办法要么奖励计划要么忠于俱乐部。奖励计划为了这个实验设计了两个奖励计划社区为导向型的忠诚社团计划和交流为导向型奖赏计划。这两项计划的运作框架为积累客户的利益点提供了延迟，对从事使用网上银行和自动取款机交易进行奖励。该奖励计划的目的是围绕交流关系的规范和属性的是以经济方面为基础，为客户提供该券可以兑换，从而明确提供了一个具体和直接的经济利益回报的期望点的形式。与此相反，忠诚社团的目的是围绕公共关系的特点和社会因素的基础上进行加强，以建立更密切关系的客户和品牌之间的联系为总体目标，是建立亲密关系的四个属性（凯利基础等1983），其中没有直接的经济利益必然是被提供给客户。除了对如何看待客户作为一个最终的结果所提供的不同的奖励重点，本研究集中于如何使客户感到作为一个整体在其与每个计划作为网上银行和自动取款机用户的相互作用的计划正在实施，其目的是为了解释根据其基本关系准则的方式。学员被分配到一个随机的激励机制。每个实验中参与者的体验，是根据他们完成足够的自我服务交易而累积2000点。相依措施相互之间的联系就是建立在合作伙伴之间的互动序列上的，它们之间用未来可能的相互作用来显示出陌生人（欣德，1976年）之间的不同。从这个理论来看，可以推断出消费者与品牌的互动关系，也可以作为属性的特点和质量可认为是被推定为各方面的关系，人际交往中的域（欣德发展的关
