顾客忠诚的“收益”与“风险”——基于工业销售企业的实证分析  

The Benefits and Lost of Customer Loyalty

作　　者：徐彪[1] 吴作民[2] 张骁[2] 

机构地区：[1]南京大学工程管理学院,江苏南京210093 [2]南京大学商学院,江苏南京210093

出　　处：《经济管理》2010年第5期88-94,共7页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金(批准号:70802026;70872044);江苏省普通高校研究生科研创新计划;南京大学优秀博士论文培育基金;南京大学商学院青年教师科研基金支持

摘　　要：顾客忠诚可以划分成顾客对公司的忠诚(LC)和顾客对员工的忠诚(LE)。在强调"关系"的中国背景中,许多企业存在更多的是LE。LE是否有利于提高绩效?是否应该鼓励LE?是我国许多企业面临的现实问题。本文在相关文献回顾的基础上,提出了研究假设,并进行了实证分析。研究发现,LC能够提高顾客愿意支付的溢价,但不能够促进企业的销售有效性和顾客销售增长;LE可以直接促进销售有效性和顾客销售增长,并通过LC的中介作用间接提高顾客愿意支付的溢价,但同时也带来了顾客流失和员工离职后继续销售的潜在风险。此外,员工信息共享(IS)在LE和潜在风险的关系中起调节作用,企业可以通过提高IS来降低LE带来的风险,充分发挥其对企业绩效的积极作用。There are two types of customer loyalty. One is loyalty to employees, the other is loyalty to companies. There is mainly customer loyalty to the staff existing in many chinese industrial and service companies, and this loyalty may disturb the development of companies. What is the relation between Customer＇s Loyalty to Employees and company＇s performance？ A lot of Chinese companies are facing this question. This paper summarizes the research, raises a model and makes an Empirical Study. We find that loyalty to companies could increase the customer＇s willingness to pay a price premium and Loyalty to employees could directly and indirectly promot customer＇s loyalty to company, selling efficiency, but it also increase the customer losing risk. Employees information sharing could mediate the relation between LE and risk. So company could decrease the risk caused by LE through increasing information sharing to promote the performance.

关 键 词：顾客忠诚 企业绩效 顾客流失风险 信息共享 

分 类 号：F713.5[经济管理—市场营销]