Consumers And The Relationship Between Service-oriented Enterprises Maintain A Willingness To Study

The service industry in China has been developing with great vigour since the reform. As China has joined the WTO, the service industry is in a situation with both chance and challenge and it will be the mainstay of China's economy. Now the relationship marketing abroad has become increasingly widespread and its effects have been proven, while in Chinese market, especially in the service market, its application is not mature. How to operate relationship marketing and what should be under noticed for enterprises in the service industry is an emergent problem which should be resolved.On the basis of such a background, this essay discusses the issue of consumers' motivation for maintaining relationship with the service enterprise form the consumers' perspectives. Firstly, the essay reviews the literature on relationship marketing, perceived risk and relational benefits. Secondly, on the basis of relative empirical studies, the essay takes the perceived risk and relational benefits as the mediator to study the influence of types of service on customer's motivation for maintaining relationship with the enterprise. Thirdly, the original idea and supposition is mostly approved by a questionnaire survey of 204 common consumers. Finally, the essay comes into the conclusion:(1) There is distinctive difference of Customer's perception of risk across different types of services, including socipsychological risk, performance risk, physical risk, while the convenience risk has no distinctive difference across different types of services.(2) There is distinctive difference of relational benefits across different types of services, including social benefits, credence benefits,while the special treatment benefits has no distinctive difference across different types of services. (3)Remarkable influences on customer's motivation of maintaining relationship with enterprise have been seen from the types of services, perceived risk & relational benefits.(4)The influence of types of services on the motivation of maintaining relationship with the enterprise is indirect, with the intermediation of perceived risk & relational benefits.