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| Research on Relationship among Service-Workers’ Customer Orientation, Commercial Friendship and Customer Loyalty |
| LI Jianxin1,LIU Hao2,HE Hao1,LIU Hongshen3 |
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2. Changsha University of Science and Technology
3. Changsha University of Science and Technology Economics and Management School
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Abstract Commercial friendship between customers and service workers is an important marketing relationship, but the existing literature lacks significant and deep understanding of the cause and effect of commercial friendship. Choosing the hairdressing industry as research subject, this paper studies the relationship among customer orientation, commercial friendship and customer loyalty. The results reveal that customer orientation of the service workers is a foundation of commercial friendship; commercial friendship has a positive effect not only on the loyalty of customers to firm but also on the loyalty of customers to service workers; the loyalty of customers to service workers is an important influencing factor of the loyalty of customers to firms but more than half of the loyalty to service worker would not turn to the loyalty to firms. The results of the research will help firms to take full advantage of the benefits brought about by commercial friendship and prevent the corresponding risk of a relationship.
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Received: 17 July 2015
Published: 15 January 2016
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Corresponding Authors:
LIU Hao
E-mail: 490735609@qq.com
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2016, Vol. 
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