An Influence Study Of Relationship Quality And Clients' Perceived Risk In Service Industry

After a series of product security event, people become to engender a security crisis, many consumer no longer feel safe in current consuming environment. When consumer is making a purchase decision, perceived risk is more pivotal determinant to perceived benefit. Perceived risk affect consumers in great degree when they change, postpone or cancel his purchase decision. Because of difference of market environment in China, consumers perceived higher risk when they are making a purchase decision. So reducing perceived risk before consumers'buying decision is very important for enterprises.Formerly there are two tactics to reduce consumers' perceived risk, one is increasing certainty of the result after their buying decision, and another is reducing loss degree for their purchase decision. But today relationship marketing is more important than before. Enterprises, especially service companies should develop with times, and consider their business more on the angle of relationship marketing. There was a scholar indicated after his research that well relationship quality can lower clients' perceived risk before their purchase. But this research was only discussed theoretically. So this text aims to put up an empirical study on if and how relationship quality influence perceived risk.This paper clarifies concepts of relationship quality and perceived risk via indexing and reading lots of literature. Then abstract dimensionalities of each concept, and collect firsthand data by questionnaire research. At last correlation analysis and regression analysis are carried out via scientific statistical methods.This research indicates that:Ⅰ. Relationship quality can cause negative influence to perceived risk. Commitment can cause the most notable influence to perceived risk, trust can cause relatively notable influence, and satisfaction can influence commonly to perceived risk.Ⅱ. All the dimensionalities of relationship quality can cause negative influence to perceived risk. And in dimensionalities of satisfaction, satisfaction with consuming experience can cause the most notable influence to perceived risk. In dimensionalities of trust, emotional trust can cause the most notable influence to perceived risk. In dimensionalities of commitment, durative commitment can cause the most notable influence to perceived risk.The contribution of this paper is that it indicates if and how relationship quality and its' dimensionalities influence clients' perceived risk in service industry via empirical analysis. And it approves which elements in relationship quality can lower perceived risk more efficiently. So this paper provides a basic reference for daily management of service company. Also this paper advances and validates the influence model of relationship quality and perceived risk in service industry. The conclusion can not only instruct service industry theoretically, but also the study method and study process can have lessons for other industries.