顾客绑定策略效果形成机制及策略组合选择——基于网络零售环境的实证研究

Effect Mechanism of Customer Bonding Strategy and Mix Selection——An Empirical Study Based on Online Shopping Circumstance

网络零售环境下,网络零售商越来越重视对顾客绑定策略的应用以期与网络顾客建立长期关系。但该方面的理论研究尚属凤毛麟角。文章基于网络零售环境,通过实证方式探讨了顾客绑定策略在构筑顾客忠诚过程中的作用机制和效果,并比较了不同顾客绑定策略在构筑顾客忠诚过程中的作用差异性。研究显示:(1)顾客绑定策略的效果通过关系质量三个维度的中介机制形成,顾客信任是形成顾客忠诚的最主要中介变量,顾客承诺次之,顾客满意对顾客忠诚没有直接作用,但可以通过顾客信任起到间接作用;(2)结构绑定是最有效的顾客关系维持策略,财务绑定是形成良好顾客关系的保健因素,社会绑定策略需谨慎、适度采用。

Under circumstances of online retailing,online retailers pay increasing attention to customer bonding strategies to maintain long-term relationship with customer.However,academic study on this field is still rare.This article explores the effects and mechanism of customer bonding strategies in the process of building up customer loyalty and compares different roles played by each strategy.Findings indicate：（1） customer bonding strategies influence customer loyalty by virtue of intermediary of relationship quality,a compound variable.Among them,customer is a critical intermediary variable,customer commitment is secondary,while customer satisfaction influences customer loyalty indirectly through customer trust;（2） Structure bonding is the most effective relationship maintaining strategy.Finance bonding just acts as a hygienic factor,while social bonding strategy should be adopted prudently and moderately.