零售行业捆绑销售策略对顾客忠诚影响实证研究  

An Empirical Study on the Influences of Bundling Strategy on Customer Loyalty in China's Retailing Industry

作　　者：陶晓波[1] 

机构地区：[1]北方工业大学经济管理学院,北京100144

出　　处：《北京工商大学学报（社会科学版）》2011年第3期12-18,共7页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目(71072146);北京市人才强教深化计划"市场营销"学术创新团队项目(HR201106111)

摘　　要：本文基于关系投资模型,实证研究了零售行业捆绑销售策略对顾客忠诚的影响。结果表明,零售企业除了能在短期内实施捆绑销售策略增加促销效果以外,还能够在长期中实施捆绑销售策略提升顾客忠诚。具体做法是,企业应重点关注价格折扣的使用,从而间接地提高顾客忠诚;注重提高捆绑销售的产品或者服务之间的互补性;如果捆绑销售的产品或者服务互补性低,企业则应该相应地提高该产品或者服务组合的价格折扣,从而获得较大的个人投入与顾客忠诚。In light of the relationship investment model,this study develops a model of the influences of bundling on customer loyalty.The results of the three-step regression analyses indicate that it is a mediated moderating model.Specifically,controlling for other variables,this study finds that price discount and product complementarity elicit positive impact on customer loyalty,however,indirectly by means of relationship investment.Moreover,price discount is found to generate a greater impact on customer loyalty than product complementarity.In addition,this study finds that a negative impact on loyalty will be generated if price discount and product complementarity are interacted.In addition to these theoretical contributions,the findings of this study have provided managerial suggestions to marketers on how to use bundling strategy effectively to maintain customer loyalty.

关 键 词：捆绑销售 顾客忠诚 零售行业 

分 类 号：F713.32[经济管理—产业经济]