顾客忠诚对顾客权利和顾客抱怨的影响研究  

Effects of Customer Loyalty on Customer Entitlement and Customer Complaint

作　　者：李晓飞[1] 马宝龙[1] 韩逍 杜涛 LI Xiaofei MA Baolong HAN Xiao DU Tao(Beijing Institute of Technology, Beijing, China Yan＇an University, Yan＇an, Shanxi, China)

机构地区：[1]北京理工大学管理与经济学院 [2]延安大学经济与管理学院

出　　处：《管理学报》2017年第10期1515-1522,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助重点项目(71432002);国家自然科学基金资助项目(71272059;71672008);北京市自然科学基金资助项目(9162012)

摘　　要：在航空业"常旅客计划"背景下,研究忠诚计划顾客利益(有形回报利益、优惠待遇利益和感知地位利益)对顾客忠诚的影响以及顾客忠诚对顾客权利行为(要求企业给予其特殊优待)和顾客抱怨的影响。结果显示:有形回报利益、优惠待遇利益和感知地位利益对顾客忠诚均有显著的积极影响;顾客忠诚对顾客权利具有显著的积极影响,即顾客忠诚越高,顾客越倾向于向企业寻求更多的回报,如要求企业给予低价或某些特权(服务优先权、免邮费等);顾客忠诚通过顾客权利积极影响顾客抱怨;顾客感激调节了顾客忠诚和顾客权利之间的关系,当顾客的感激程度高时,顾客忠诚对顾客权利的影响程度减弱。In context of Frequent flyer program, this research explores effects of customer benefit of loyalty program （i. e. tangible rewards, preferential treatment and perceived status） on customer loyalty and effects of customer loyalty on customer entitlement behavior （e. g. request deeper discount, take some privileges） and complaint behavior. The empirical study shows that： tangible re- wards,preferential treatment and perceived status have positive effect on customer loyalty; customer loyalty has a positive effect on customer entitlement, which indicates the extent to which a customer expects special treatment from the firm in retail environments＇ customer loyalty has positive effect on customer complaint mediated by customer entitlement~ customer gratitude positively moderates the relationship between customer loyalty and customer entitlement.

关 键 词：顾客忠诚 忠诚计划 顾客权利 顾客抱怨 顾客感激 

分 类 号：C93[经济管理—管理学]