产品族选择价值、相容性配置与顾客忠诚  

The Effects of Option Value and Compatible Configuration on Customer Loyalty under Product Family Perspective

作　　者：支华炜[1] 夏一[2] 刘金培[3] 

机构地区：[1]天津工业大学管理学院,天津300387 [2]天津大学管理与经济学部,天津300072 [3]安徽大学商学院,安徽合肥230601

出　　处：《中国管理科学》2013年第S2期397-405,共9页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71071104);教育部人文社会科学研究青年基金资助项目(13YJC630092);安徽省教育厅人文社科资助项目(SK2013B041)

摘　　要：拥有忠诚的顾客群体是保持产品族生命力的关键。选择价值与相容性配置是制造商迎合顾客偏好的主要手段,也是产品族架构的重点。引入顾客满意与顾客信任作为中介变量,通过构建结构方程模型与问卷开发,对选择价值、相容性配置与顾客忠诚之间的作用机制进行分析。研究结果表明,在产品族成为企业产品开发基本单元的背景下,顾客满意、顾客信任的提升对于培育顾客忠诚具有积极作用。选择价值的实现过程中,产品族复杂性的增加容易引发信息过量,进而形成选择困惑,制约顾客忠诚的改善。相容性配置,尤其是产品特例的功能相容性水平,显著地影响着消费者忠诚态度的变化。The loyal customers group has a key position to maintain the vitality in product families.As the focus of the product family architecture,option value and compatible configuration become the main means to cater the preferences of customers.By introducing customer satisfaction and customer trust as intermediary variable,the effect mechanism among option value,compatible configuration and customer loyalty are discussed in the paper through the building of structure equation model and questionnaire development.The results show that,under the product family perspective,customer satisfaction and customer trust have a positive effect for the ascension of loyalty.During the realization process of option value,the increase of product family complexity might cause the information overload,and then forms the option confusion.Compatible configuration,especially the level of function compatibility for product instances,has a significant impact on the attitude changes of consumer loyalty.

关 键 词：产品族 选择价值 相容性配置 顾客满意 顾客信任 顾客忠诚 

分 类 号：F274[经济管理—企业管理]