消费者信心对顾客资产驱动因素与顾客忠诚意向关系的调节作用研究——以银行业为例  

The Moderating Role of Consumer Confidence in the Relationship between Customer Equity Drivers and Loyalty Intentions:An Example from Banking Industry

作　　者：赵红[1] 张莎[1,2] 

机构地区：[1]中国科学院大学管理学院 [2]格罗宁根大学经济与管理学院

出　　处：《管理学报》2012年第11期1643-1647,共5页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70872103)

摘　　要：根据我国六大银行688条顾客数据,运用MLwiN 2.10Beta软件进行了分层回归建模,探索消费者信心对我国银行业顾客资产驱动因素与顾客忠诚意向间关系的调节作用。研究发现,价值资产与顾客忠诚意向、品牌资产与顾客忠诚意向之间的正向关系随消费者信心的减弱而减弱。消费者信心对关系资产与顾客忠诚意向之间的调节作用不显著。由此,解决了银行业战略营销投资的优先次序问题,分析了消费者信心变化对消费者行为产生的影响,并为在消费者信心低迷或高涨的不同情境下,银行应采取的营销策略提供了实证支持。This paper uses 688 customer data from banking industry, empirically studies the moderating role of consumer confidence on the relationship between customer equity drivers and customers＇ loyalty intentions by building a Hierarchical Regression Model via the software MLwiN 2.10 Beta. The results show that positive links between value equity and loyalty intentions as well as brand equity and loyalty intentions become weaker with the decrease of consumer confidence. The moderating role of consumer confidence on relationship equity is however, insignificant. The contribution of this paper is that the findings serve basis for banking managers to optimize the allocation of marketing budget. Furthermore, the paper can answer the question a- bout possible impact of the change of consumer confidence on customer behavior, and therefore providing em- pirical support for more efficient ways of approaching customers under different circumstances （during periods of high and low economic confidence）.

关 键 词：顾客资产驱动因素 忠诚意向 消费者信心 价值资产 品牌资产 关系资产 

分 类 号：C93[经济管理—管理学] F713.50