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知识密集型服务属于典型的信用型服务,即顾客无法通过体验来搜集足够的信息。知识密集型服务质量不透明的属性使得顾客选购的信心在很大程度上依赖企业信用资产。通过多重线性回归检验发现企业传播的有形信号对企业信用资产产生正向影响,社会信用评价在企业信号和信用资产之间能够发挥一定的中介作用。知识密集型服务企业的信用资产模型可为企业有效赢得顾客信任提供重要参考。
Knowledge-intensive services are typical credit services where customers can not gather enough information through experience. The opaque nature of knowledge-intensive service quality makes customer purchasing confidence largely dependent on corporate credit assets. Through multiple linear regression tests, it is found that the tangible signals spread by enterprises have a positive impact on the credit assets of enterprises, and social credit evaluation can play an intermediary role between the enterprise signals and credit assets. The credit assets model of knowledge-intensive service enterprises can provide an important reference for enterprises to effectively win customer trust.