基于多情境因素调节的顾客忠诚管理研究  

Empirical Analysis on the Customer Loyalty Management Influenced by Many Modulating Factors

作　　者：严浩仁[1] 

机构地区：[1]浙江警官职业学院,浙江杭州310018

出　　处：《中国市场》2009年第32期33-37,共5页China Market

摘　　要：本文以移动通信服务业为对象,通过实地访谈和抽样调查等研究方法,应用SPSS11.0统计软件包,分析不同情境因素调节作用下顾客满意、关系信任和转换成本对顾客忠诚的驱动机制,探讨顾客忠诚的形成机理。研究结果表明,顾客忠诚的形成离不开顾客满意、关系信任和转换成本等驱动因素的直接影响,而在顾客忠诚的形成过程中,这种驱动作用总是受制于产品经验、利益相关性、替代选择性和产品复杂性等情境因素的调节作用。研究结果对我国企业经营者制定顾客忠诚驱动策略和改善顾客关系管理工作具有重要的现实意义。Customer loyalty has been advocated as an easier and more reliable source of superior performance. In the case of mobile communication service, through the research methods such as qualitative interview and questionnaire survey, and combining with the SPSS11. 0 stadsdc analysis technology such as the factor analysis, correlation analysis and regression analysis, this paper validates the interior relation among satisfaction, relationship trust and switching cost and their influencing mechanism on loyalty, and analyzes the modulating mechanism of the scene factors on loyalty. The research conclusions pro- vide reference for the mobile communication corporation to establish customer relationship management strategies.

关 键 词：顾客忠诚 情境因素 调节 顾客关系管理 

分 类 号：F274[经济管理—企业管理]