顾客惊喜和顾客满意带来什么忠诚?——动态视角下的观点  

What Loyalty is Formed by Satisfaction and Delight A Dynamic Study

作　　者：张跃先 李慢 张晓飞 

机构地区：[1]东北大学秦皇岛分校管理学院

出　　处：《南大商学评论》2017年第2期111-134,共24页Nanjing Business Review

基　　金：河北省社会科学基金项目(编号:HB15GL140);辽宁省社会科学基金项目(编号:L16DGL002)的支持

摘　　要：顾客惊喜被认为是驱动顾客忠诚的关键要素,然而有关的研究往往是在静态条件下考察的。在存在高度竞争、不确定性和高风险的网上购物情境下,动态考察顾客惊喜和顾客满意对顾客忠诚的影响将在很大程度上丰富和拓展现有的顾客惊喜理论。为此,本研究构建了一个动态的惊喜—满意—忠诚关系模型,探讨三者之间的作用机理。研究发现初始行为/态度忠诚（T）和重购顾客惊喜/顾客满意（T＋1）双向中介初始顾客惊喜/顾客满意（T）与重购忠诚（T＋1）之间的关系,而且顾客惊喜和顾客满意一起很好地解释了行为和态度忠诚,即随着交易次数的增加,顾客惊喜对行为忠诚的解释强度在增加,而顾客满意对态度忠诚的解释强度也在增加。本研究不仅帮助网上商家在不同消费阶段增强顾客忠诚提供了有针对性的对策和建议,还可以帮助网上商家认识到,初始忠诚和消费过程中惊喜和满意的提升与维持在驱动忠诚的重要作用。Customer delight is regarded as an important determinant of consumer loyalty. However, most studies on customer delight has been examined in a static sense. When competition is present, market information is uncertain and risks are high, it will greatly enrich consumer delight theories through investigating how delight and satisfaction affect loyalty based on dynamic perspective. Focusing on online stores, this project develops a dynamic model about delight-satisfaction-loyalty. This research found that delight and satisfaction can explain loyalty in common. Additionally, the weight of delight on behavioral loyalty was increased and the weight of satisfaction on behavioral loyalty was decreased as time goes by. Correspondingly, the weight of delight on attitudinal loyalty was decreased and the weight of satisfaction on attitudinal loyalty was increased as time goes by. This research can provide implications of distributing limited resources and improving customer loyalty.

关 键 词：顾客惊喜 顾客满意 态度忠诚 行为忠诚 动态视角 

分 类 号：F274[经济管理—企业管理]