顾客多忠诚及其与见异思迁的差异述评  

Review for Multi-loyalty and Differences with Variety-seeking Behavior

作　　者：曹忠鹏[1] 陈淑青[1] 周庭锐[1] 

机构地区：[1]西南交通大学经济管理学院,四川成都610031

出　　处：《华东经济管理》2008年第11期108-110,共3页East China Economic Management

基　　金：国家自然科学基金资助项目"顾客的多忠诚研究"(批准号:70672021;项目负责人:陈淑青教授)

摘　　要：随着市场竞争和产品同质化的加剧,多忠诚顾客已成为现实中普遍存在的消费群体。文章对相关文献进行梳理,厘清了顾客多忠诚的定义、分析了顾客多忠诚行为与见异思迁行为的异同点,并给予评价。这不仅有利于将来对顾客多忠诚展开系统深入的研究,也有助于营销实践者更清晰地甄别顾客,制定和实施有效的顾客忠诚计划。As the market competition intensifies and the differentiation is decreasing and homogenization is increasing in similar products and services, the multi - loyal customers is becoming a dominant group. This study is based on the extant literatures and reviews the defi- nition of multi - loyalty. The similarities and differences between multi - loyalty and variety seeking behavior were evaluated. The conclu- sions are beneficial for academic researchers to research the multi - loyalty deeply and valuable for the practicers to identify the loyal cus- tomers and implement effective loyalty - programs.

关 键 词：顾客多忠诚 行为忠诚 态度忠诚 见异思迁 

分 类 号：F270[经济管理—企业管理]