基于行为和态度的顾客多忠诚研究

Customer Multi-loyalty Based on Behavior and Attitude

顾客多忠诚是现实中普遍存在的现象。本文以行为学习理论和认知失调理论为支撑,从行为和态度两个维度重新审视了顾客多忠诚,在对其进行明确界定的基础上,采用日记式(Diary Study)方法调查了51名被试者28天的餐厅选择。结果发现,被试者在餐厅选择上的确呈现出了多忠诚、单一忠诚和无忠诚;对相同几个餐厅多忠诚的顾客,其忠诚得分也并非完全相同。研究结果对指导营销者利用顾客忠诚进行市场细分和顾客关系管理具有重要的参考价值。

Multi-loyalty is a ubiquitous phenomenon.Based on the behavioral learning theory and cognitive dissonance theory,this research combines behavioral and attitudinal loyalty to re-explore the multi-loyal customer and define it.Through diary data of 51 subjects for 28 days restaurant choices,this study segments the customers into uni-loyal,multi-loyal and non-loyal group.As well as the multi-loyalty scores of 15 subjects which are loyal to same restaurants was calculated.Their loyalty scores combined behaviora...