认知忠诚和情感忠诚的消费者行为研究  

Research on Consumer Behaviors for Cognitive versus Affective Loyalty

作　　者：唐小飞[1] 

机构地区：[1]西南财经大学工商管理学院,四川成都610074

出　　处：《中国工业经济》2008年第3期101-108,共8页China Industrial Economics

基　　金：国家自然科学基金项目"顾客的多忠诚研究"(批准号70672021)

摘　　要：长期以来,人们总是把忠诚当成真正忠诚的代名词,甚至在忠诚与完全忠诚之间划上了等号。然而,那些围绕在我们身边的朋友,那些在买卖关系中声称是你永远忠诚伙伴的合作者,当真是真情所在吗?Oliver早在1997年就把顾客忠诚划分为认知忠诚、情感忠诚、意向忠诚和行为忠诚四种。但过去的研究却忽略了用细分的忠诚去预测消费者的行为。为了揭示认知忠诚和情感忠诚消费者忠诚度和购买份额之间存在的差异,作者以中国酒店行业为抽样对象,以客户关系赢回管理为背景,通过对认知忠诚和情感忠诚顾客的忠诚度和购买份额绝对量的比较,以及两种忠诚与购买份额之间关系拟合的函数曲线形状来预测和评估消费者的行为倾向。研究结果表明,对供应商而言情感忠诚消费者比认知忠诚消费者的忠诚度更高,购买份额更多,维持时间更长;对厂商而言情感忠诚比认知忠诚具有更高获利价值。因此,能否有效地区分认知忠诚和情感忠诚行为对企业的营销实践具有重要的现实意义。For a long time, people took it for granted that loyalty equals to true loyalty, or even total loyalty. However, those seeming friends, those alleged partners, were they the truly loyal ones？ As early as 1997, Oliver had divided customer loyalty into four categories： cognitive loyalty, affective loyalty, intentional loyalty and behavioral loyalty. Unfortunately, past researches seemed to ignore the method of using breakdown loyalty categories to predict consumer behaviors. In order to reveal the differences of loyalty level and purchase volume between cognitive and affective loyalty, the author compares the two factors and intends to use their fitting curve to predict customer behaviors based on a background of win-back management and a sample from China＇s hotel industry. The results suggest that for companies, affective loyalty consumers have higher consumer loyalty, larger purchase volume, and can be maintained longer than cognitive loyalty customers. Therefore, affective loyalty consumers are more profitable than cognitive loyalty customers. Consequently, to distinguish affective loyalty from cognitive loyalty is essential for companies＇ marketing practice.

关 键 词：认知忠诚 情感忠诚 消费者行为 

分 类 号：F273[经济管理—企业管理]