基于态度和钱包份额两维度的客户忠诚度测量模型  

Customer Loyalty Measurement:A Perspective of Wallet Share and Attitude Dimensions

作　　者：邹鹏[1] 郝媛媛[1] 

机构地区：[1]哈尔滨工业大学管理学院,哈尔滨150001

出　　处：《管理科学》2008年第3期58-66,共9页Journal of Management Science

基　　金：国家自然科学基金(70501009);技术;政策;管理国家哲学社会科学创新基地项目

摘　　要：客户忠诚的表现形式可以归纳为态度和行为两个方面,用钱包份额测量行为忠诚度有助于企业全面考察客户的忠诚行为和潜在价值,因此从态度忠诚和钱包份额两个维度分别测量客户忠诚度。对中国内地信用卡客户进行调查,采用结构方程和验证性因子分析方法建模,比较基于态度和钱包份额两因子的忠诚度测量模型和单一忠诚度因子模型。结果发现,在中国内地信用卡客户数据样本中,两维度的客户忠诚度测量模型拟合指标优于单一忠诚度因子模型,而且基于这两个维度进行客户细分有助于企业识别客户行为偏好的差异性,有针对性地实施客户关系策略。The concept and measurement of customer loyalty has behavioral and attitudinal dimensions. Most studies measure customer loyalty as one score from a multi-item scales containing an aggregated mix of items that reflect different aspects of loyalty, This paper suggests that attitude and behavior are relatively separate, and wallet share as construct of behavioral loyalty is more helpful to evaluate potential value of customer than other construct, so customer loyalty should be measured with attitudinal loyalty and wallet share factors. The empirical study is conducted and multi-item measures are used to collect data from credit card customers in China's Mainland. A structural equation model is used to compare an approach in which loyalty is measured as only one factor with another approach in which two loyalty constructs attitudinal loyalty and wallet share, as two separate factors. The results indicate that attitudinal loyalty and wallet share can indeed be seen as two discrete constructs for measuring customer loyalty, which is more useful to recognize customer preference difference and for CRM practical implication.

关 键 词：客户忠诚度 客户细分 钱包份额 态度忠诚 

分 类 号：F713.50[经济管理—市场营销]