零售企业顾客忠诚影响因素分析  

Analysis of Factors Influence Customer Loyalty of Retailing Industry

作　　者：李春成[1] 李崇光[1] 

机构地区：[1]华中农业大学经济管理学院,湖北武汉430070

出　　处：《中国流通经济》2007年第3期45-48,共4页China Business and Market

基　　金：国家自然科学基金<农产品营销渠道绩效评价与整合研究>(项目编号:70473027);教育部博士点基金<基于市场导向的农产品营销渠道评价与整合研究>(项目编号:20050504014)的部分研究成果

摘　　要：文章利用零售业顾客忠诚调查数据,以重购意向、口碑效应、钱包份额和重购频次四个指标为中间变量,对顾客期望差异、顾客满意和顾客忠诚之间的关系进行了实证研究。结果表明,顾客期望差异与顾客忠诚存在显著正相关关系,是顾客忠诚的主要决定因素,零售商应在产品、服务、价格和购物环境等四个方面加以改善,以使顾客获得超过期望的感知绩效,提高顾客忠诚度;顾客满意和顾客忠诚之间存在正相关关系,但并非顾客忠诚的充分条件,零售商应在努力提高顾客满意度的同时,走出"满意制胜"的误区;态度忠诚与行为忠诚之间不存在显著相关关系,零售商应以态度和行为双向顾客忠诚为目标,追求最终的顾客忠诚。The authors carry out a positive analysis on the relationship between customer expectation difference, customer satisfaction and customer loyalty with the help of data obtained from customer loyalty of retailing industry investigation, and taking four indicators as intermediate variables. It shows that customer expectation difference positively correlated with customer loyalty, and it is the determinant of customer loyalty. Customer satisfaction positively correlated with customer loyalty, but it is not sufficient condition. There is no relationship between attitude loyalty and behavior loyalty.

关 键 词：零售企业 顾客忠诚 顾客满意 期望差异 

分 类 号：F724.2[经济管理—产业经济]