民航顾客资产驱动因素与顾客满意感和忠诚感关系的实证研究

A Study on the Relationship among Customer Equity Drivers,Customer Satisfaction and Loyalty in Airlines

作者在我国17个民航公司进行了一次实证研究,探讨顾客资产驱动因素和子驱动因素与顾客满意感、归属感和忠诚感的关系。聚类分析与罗吉斯蒂回归分析结果表明,资产价值不同的两类顾客对各类顾客资产驱动因素与子驱动因素的评估存在显著的差异,对民航公司的满意感、归属感和忠诚感也存在显著的差异。顾客对民航公司的满意感、归属感和忠诚感主要是由各类顾客资产驱动因素和子驱动因素决定的,而并非是由顾客的人口统计特点决定的。因此作者指出,民航公司可根据顾客重视的顾客资产驱动因素与子驱动因素细分顾客,针对不同的顾客采取不同的营销策略。

The authors have done an empirical study on 17 Chinese airlines to explore the relationship among customer equity drivers,sub-drivers,customer satisfaction,affective commitment and intentional loyalty.The results of cluster analysis and logistic analysis indicated that customers with higher asset value are more satisfied with, committed and loyal to firms.Customer perceived sacrifice is negatively related to customer satisfaction,affective commitment and intentional loyalty,while value equity,brand equity,retention equity,customer perceived service quality,convenience,customer's attitude toward brand,business ethics,awareness of brand,financial bond,social bond,and structural bond are all positively related to these constructions.Customer satisfaction,affective commitment, and intentional loyalty are mainly determined by customer equity drivers and sub-drivers,not by customers' demographic characteristics.Airline companies should segment customers according to customer equity drivers and sub-drivers and take different marketing strategies for them.