The Research On The Relationship Among Employees' Customer Orientation,commercial Friendship And Customer Loyalty In The Service Environment

In the fierce market competition,more and more managers have realized the importance of cultivating customer loyalty.However,many companies only emphasize on material incentives and ignore the other aspects of social benefits of the customers such as social emotion,so it is difficult to establish a true customer loyalty.Therefore,it will widen the application range of the commercial friendship to discuss how to establish commercial friendship in the service environment and its impact on customer loyalty.This study aims to explore the influence of the customer orientation to establish the commercial friendship in service environment,and distinguish the different customer loyalty,to measure commercial friendship impact on customer loyalty.Based on sorting and reviewing the related theory,this paper put forward the theoretical assumptions and build the theory model among the customer orientation,customer loyalty and commercial friendship.This paper chose the beauty parlor in Changsha as the research object,this study adopted the method of questionnaire survey,a total of 315 questionnaires and 267 valid questionnaires.First of all,we will verify the reliability and validity of the data,and then we will use the structural equation model to test the relationship between several constant.The results show that:(1)employee task orientation and relational orientation have a significant positive correlation with commercial friendship.They should keep both task and relationship two dimensions when employees provide services to customers,and it is conducive to establish the commercial friendship for both sides.(2)It shows that commercial friendship has a positive impact on cultivating customer loyalty,as the commercial friendship between customers and service personnel has a positive correlation with customer loyalty effect.(3)Customer loyalty to employees has a significant positive effect on customers loyal to the company,showing that company can cultivate customer loyalty to the company by cultivating the loyalty to employees.Finally,this paper put forward some guidance for service enterprises according to this article research conclusion.Service enterprises should strengthen the recognition andunderstanding of commercial friendship,and take full advantage of the positive impact on commercial friendship,to prevent and eliminate the potential risks of the commercial friendship.In addition,we should cultivate the server to grasp the service attributes better to establish and consolidate the commercial friendship in the service process.