摘要
在关系视角下，商业友谊有着更丰富多维的概念内涵，反映出具有中国文化
特色的商业交往氛围，并会进一步影响顾客对企业的忠诚程度。那么，关系视角
下商业友谊如何进行维度划分？其对顾客企业忠诚的影响路径如何？对此，现有
研究并未给出完整回答。
因此，本文基于关系向度理论和多层忠诚理论，将商业友谊划分为关系长度
和关系距离两维度，进而构建商业友谊=对行为可预测（认知）和情感依恋（情
感）乃至顾客企业忠诚的影响模型，并进一步研究顾客—企业忠诚转换过程中的
边界条件。通过对保险业 205位顾客的问卷调查，本研究验证了不同维度下的商
业友谊对顾客企业忠诚均存在正向影响作用，并且进一步证实了认知（行为可预
测）和情感（情感依恋）双路径的中介模型。本研究首先从“关系取向”视角将
商业友谊进行维度划分，为探索中国关系营销情境下商业友谊的概念内涵积累了
中国本土证据；其次，本研究结合顾客企业忠诚多维度内涵，从认知和情感双路
径出发分析了商业友谊对顾客企业忠诚的影响作用，有助于揭示其中的作用机制
并增强“商业友谊—顾客企业忠诚”理论的理论解释力；最后，对关系类型调节
效应的论证有助于丰富多层忠诚理论研究，为后续研究提供新视角。
本文结合中国特有的“关系取向”特征对顾客与销售人员之间的商业友谊进
行更细致的划分，并揭示了商业友谊—顾客企业忠诚之间潜在的理论机制，有助
于企业更好地认识并管理这一关系，从而为企业获取顾客企业忠诚、抢占市场以
及长远发展提供了理论指导。
关键词：关系向度理论；商业友谊；行为可预测；情感依恋；顾客企业忠诚
Abstract
From the perspective of relationship, business friendship has a richer andmore
multi-dimensionalconceptualconnotation, reflectsthebusinesscommunication
atmosphere with Chinese cultural characteristics, and will further affect customers'
loyalty to the company. So, how to divide the dimensions of business friendship from
the perspective of relationship? How does it affect customer-corporate loyalty? In this
regard, existing research does not provide a complete answer.
Therefore, based on relationship dimension theory and multilevel loyalty theory,
this paper divides business friendship into two dimensions: relationship length and
relationship distance, and then constructs the influence model of business friendship
on behavior predictability (cognition), emotional attachment (affection) andeven
customer corporate loyalty, and further study theboundary conditions in the process
of customer-firm loyalty conversion. With a questionnaire survey of 205 customers in
the insuranceindustry, thisstudyverifies thatbusiness friendshipindifferent
dimensions has a positive impact on customer-corporate loyalty, and further confirms
the mediation model between business friendship and customer business loyalty from
dualpathwaysof cognition(behavioralpredictability)andaffection(affective
attachment). First, this study divides business friendship into two dimensions from the
perspective of "relationship orientation", and accumulates local evidence in Chinese
relationship marketing for exploring the conceptual connotation of business friendship;
Second, combined with the multi-dimensionalconnotation of customer corporate
loyalty, this study analyzes the influence of business friendship on customer corporate
loyalty from the dual paths ofcognition and emotion, which is helpful toreveal the
mechanismandenhancethetheoreticalexplanatorypowerof"commercial
friendship-customer corporate loyalty"; Finally, the demonstration of the moderating
effect of relationship type will help enrich the researchon multi-layer loyalty theory
and provide new perspectives for follow-up research.
Combining with Chinese unique cultureof "relationship orientation", this paper
makes amore detaileddivision ofbusiness friendshipbetween customersand
salespersons, andreveals thepotential theoreticalmechanism betweenbusiness
friendship and customer-enterprise loyalty, which is helpful for enterprises to better
understand and manage this relationship, so as to provide theoretical guidance for
enterprisestogaincustomerloyalty,occupythemarketandgetlong-term