中文摘要：

随着市场竞争的加剧,如何创造顾客忠诚成为营销学术界和实践界共同关注的新焦点。迄今为止,几乎没有学者探讨无形性程度和购买不确定性水平最高的信用型服务领域的顾客忠诚问题。鉴于此,本文主要从购后感知风险的角度来探讨信用型服务消费中顾客忠诚的驱动要素。本文系统地分析了在信用特性比较高的个人理财行业,影响顾客忠诚度的前置公司层面因素（品牌来源国形象、公司声誉和感知服务质量）、购买后感知风险（个人风险和非个人风险）、感知价值（情感价值和功能价值）以及这些因素内在的作用机制。本研究采用调查法并在购买过个人理财服务的顾客中进行数据收集。通过结构方程模型,研究发现,品牌来源国形象显著影响顾客感知的个人风险,感知服务质量对非个人风险施加负面影响,好的公司声誉可以降低个人和非个人风险。此外,非个人风险和功能价值之间有负向的联系,但个人风险可以适当提升消费者感知情感价值。情感价值的提升对顾客忠诚具有积极的驱动作用,功能价值只对顾客满意度和推荐意向有正面的影响。

英文摘要：

The intensified competition prompts a better understanding of how to create customer loyalty from a service marketing perspective,which is crucial for both marketing practice and academic research.However,until now,there is no research systematically explores the driving mechanism for customer loyalty.The author builds and tests a causal model based on data from Chinese consumers in the personal financial planning industry.Conducting the data analysis through structural equation modeling,the author finds that country image,company reputation,and perceived service quality exert differential effects on consumer personal and nonersonal risks.Personal and nonpersonal risks have varying levels of impact on perceived value （i.e.,emotional and functional values）.In addition,emotional value is a significant predictor of customer loyalty （i.e.,customer satisfaction,advocacy intention,and switching intention）,and functional value positively affects customer satisfaction and advocacy intention but not switching intention.The research provides important managerial implications in terms of the marketing strategies to enhance customer loyalty.