多忠诚顾客与单一忠诚顾客差异比较研究  

The Differences between Multi-loyal and Uni-loyal Customers

作　　者：曹忠鹏[1] 周庭锐[2] 陈淑青[3] 

机构地区：[1]东北大学工商管理学院,沈阳110004 [2]中国人民大学商学院,北京100872 [3]新西兰梅西大学商学院

出　　处：《管理评论》2010年第1期45-54,共10页Management Review

基　　金：国家自然科学基金项目(70672021)

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。过去有关研究都没有清晰分辨多忠诚和单一忠诚顾客,所得结论的普适性值得怀疑。本文分析了多忠诚和单一忠诚顾客在忠诚的前导和结果变量上所存在的差异,研究发现多忠诚顾客的信任、感知价值、承诺低于单一忠诚顾客;感知风险、价格敏感、口碑效应高于单一忠诚顾客;二者的满意水平没有显著差异。结论对营销者进行市场细分和顾客关系管理具有重要意义。With increasing market competition and product homogenization,multi-loyal customers are becoming ubiquitous. Previous researches fail to differentiate between multi-loyal and uni-loyal customers,so the generality of their conclusions is suspicious. The differences in the coefficients （antecedents/consequents of loyalty） across multi -loyal and uni -loyal groups are examined. Results indicate that multi -loyal groups’trust,perceived value,commitment are smaller than uni -loyal groups’and perceived risk,price sensitivity,WOM are larger than uni -loyal groups’significantly. The satisfaction level of both is not significantly different. The valuable implications of findings for segmentation and CRM are discussed.

关 键 词：行为忠诚 态度忠诚 多忠诚顾客 单一忠诚顾客 

分 类 号：F274[经济管理—企业管理]