近年来，服务企业更多聚焦于关系投资行为，以此构建企业的核心竞争力。现 有研究更多从企业的角度来探讨关系投资行为如何给企业创造利润，增强顾客满 意和顾客忠诚，忽略了消费者层面的关系投资认知行为以及由此引发的顾客抱怨 行为研究。同时对关系投资与顾客抱怨行为之间的中间机制的研究不足。 本文以汽车服务行业为背景，探讨在关系投资背景下，消费者犬儒主义对顾客 负面口碑和品牌转换的影响，同时考虑顾客权力在其中扮演的调节作用。本研究采 用2×2实验法，设置具体的实验场景并以调查问卷的形式呈现，在武汉各大汽车 服务经销商实地调查，总共获得320份有效问卷。运用SPSS和AMOS分析软件 得到以下结论：（1）顾客感知关系投资目标不一致对负面口碑与品牌转换均具有 显著的正向影响作用；（2）顾客感知关系投资价值不一致对负面口碑与品牌转换 均具有显著的正向影响作用；（3）消费者犬儒主义对顾客负面口碑和品牌转换均 具有显著的正向影响作用；（4）在顾客感知目标不一致、价值不一致对顾客负面 口碑和品牌转换的影响中，消费者犬儒主义都发挥着部分中介作用；（5）顾客权 力在消费者犬儒主义对顾客负面口碑的影响中具有显著的正向调节作用，然而在 消费者犬儒主义对顾客品牌转换影响中调节效应不显著。本研究突破以往研究多 从企业视角探讨关系投资的积极意义的研究局限，着重探讨了顾客对关系投资的 主要认知因素对关系绩效潜在的负面影响，为我国服务企业有效实施关系营销策 略提供了一定的借鉴。 关键词：感知关系投资；消费者犬儒主义；顾客权力；负面口碑；品牌转换 II Abstract In recent years, service companies have focused more on relationship investment behaviors to build their core competitiveness. From the perspective of the enterprise, extant research explores how the relationship investment behavior creates profits for the enterprise, enhances customer satisfaction and customer loyalty, but ignores the consumer-level relationship investment cognitive behavior and the resulting customer behavior response. At the same time, there is relatively little research on the intermediate mechanism between relationship investment and customer complaints. Taken the automobile service industry as the background, this study discusses the impact of consumer cynicism on customer negative word of mouth and customer brand switching in the context of relationship investment from the perspective of customers, and also considers the possible moderating role of customer entitlement. In this study, a 2 × 2 experimental method was used to set up specific experimental scenarios and present them in the form of questionnaires. Field surveys and interviews with major automobile service dealers in Wuhan resulted in a total of 320 valid questionnaires. Using AMOS 20.0 and SPSS 22.0 to analyze data, the following conclusions are drew: (1) the goal incongruence of customer perceived relationship investment has a significant positive impact on both negative word of mouth and brand switching; (2) the value incongruence of customer perceived relationship investment has a significant positive impact on both negative word of mouth and brand switching; (3) consumer cynicism has a significant positive impact on negative word of mouth and brand switching; (4) consumer cynicism has a partial mediating effect on the influence of incongruence goal perception and value perception on negative word of mouth and brand switching. (5) customer entitlement positively moderates the effect of consumer cynicism on negative word of mouth, while has no significant moderating effect in the influence of consumer cynicism on brand switching. This research breaks through the limitations of previous research to explore the positive significance of relationship investment from the perspective of enterprises, focus on the potential negative impact of the main cognitive factors of the customer on the relationship investment to the relationship performance, provides a certain reference for Chinese services companies to implement relationship marketing strategies. III Keywords: Customer Perceived Relationship Investment; Consumer Cynicism; Customer Entitlement; Negative Word of Mouth; Brand Switching IV 目 录 摘要 ............................................................................................................................ I ABSTRACT .................................................................................................................. II 第1章 绪论 ................................................................................................................. 1 1.1 研究背景与意义 ............................................................................................ 1 1.1.1 研究背景 ............................................................................................. 1 1.1.2 研究意义 ............................................................................................. 2 1.2 研究目标与内容 ............................................................................................ 3 1.2.1 研究目标 ............................................................................................. 3 1.2.2 研究内容 ............................................................................................. 3 1.3 研究方法与技术路线 .................................................................................... 4 1.3.1 研究方法 ............................................................................................. 4 1.3.2 研究思路 ............................................................................................. 5 第2章 相关研究文献综述 ......................................................................................... 7 2.1 企业关系投资与顾客感知关系投资 ............................................................ 7 2.1.1 企业关系投资 ..................................................................................... 7 2.1.2 顾客感知关系投资 ............................................................................. 8 2.2 消费者犬儒主义 ............................................................................................ 9 2.2.1 消费者犬儒主义的概念与内涵 ......................................................... 9 2.2.2 消费者犬儒主义的影响因素与后果 ................................................. 9 2.3 顾客抱怨行为 .............................................................................................. 10 2.3.1 负面口碑 ........................................................................................... 11 2.3.2 品牌转换 ........................................................................................... 12 2.4 顾客权力 ...................................................................................................... 13 2.4.1 顾客权力的概念与内涵 ................................................................... 13 2.4.2 顾客权力的影响 ............................................................................... 14 第3章 研究模型与研究假设 ................................................................................... 16 3.1 研究模型 ...................................................................................................... 16 3.2 研究假设与推演 .......................................................................................... 16 3.2.1 感知关系投资目标/价值不一致对顾客负面口碑的影响 .............. 16 V 3.2.2 感知关系投资目标/价值不一致对顾客品牌转换的影响 .............. 17 3.2.3 感知关系投资目标/价值不一致对消费者犬儒主义的影响 .......... 18 3.2.4 消费者犬儒主义对顾客负面口碑的影响 ....................................... 19 3.2.5 消费者犬儒主义对顾客品牌转换的影响 ....................................... 20 3.2.6 顾客权力在消费者犬儒主义对顾客抱怨行为影响中的调节作用 21 第4章 研究设计 ....................................................................................................... 23 4.1 研究方法的选择 .......................................................................................... 23 4.2 实验设计与自变量的操控 .......................................................................... 23 4.3 问卷设计与变量测量 .................................................................................. 24 4.3.1 问卷设计 .....................................................