服务行业顾客重购意向的影响因素及其相互关系研究  

Research on the Influence Factors and Relationship of Customer Loyalty in Service Industry

作　　者：侯丽敏[1] 金泉[2] 马红[1] 

机构地区：[1]华东理工大学商学院,上海200237 [2]上海对外贸易学院国际经贸学院,上海201620

出　　处：《国际商务研究》2013年第2期88-96,共9页International Business Research

摘　　要：本文探讨了转换壁垒、顾客感知价值、顾客满意对顾客重购意向的影响作用及其相互关系。以理发行业为研究对象,通过发放问卷收集数据,并运用结构方程分析软件进行了实证性检验,结果发现:顾客满意和顾客感知价值都对顾客重购意向具有直接显著影响;转换壁垒的不同维度对顾客重购意向的影响不同,社会利益对顾客重购意向产生积极的影响作用,转换成本不能增加顾客价值和顾客满意,但会对顾客产生锁定作用。对企业来说,管理者可以增加顾客满意和顾客感知价值来增加顾客重购意向,也可以通过提高顾客对转换壁垒的感知,从而对顾客起到锁定作用。This paper studies how switching barriers, customer perceived value, and customer satisfaction affect customer loyalty, and how they influence each other. We conduct our questionnaire survey in hair industry and test our hypotheses with structural equation model. Our results suggest that customer satisfaction and customer perceived value have significant direct influence on customer loyalty, different dimensions of switching barriers have different influence on customer loyalty, and social benefits affect customer loyalty positively. We also find that switching cost does not improve customer value or customer satisfaction; however, it has a lock-in effect on customer. From a practical standpoint, managers can strengthen customer loyalty through improving customer satisfaction and customer perceived value, and promote customer lock-in by intensifying customer＇s perception of switching barriers.

关 键 词：转换壁垒 顾客价值 顾客满意 顾客忠诚 

分 类 号：F270[经济管理—企业管理]