摘要
本文利用可置信承诺界定关系营销策略的内涵,在此基础上探讨关系营销策略到客户忠诚的影响途径,认为它是一个从心理到行为逐步过渡的过程,正是客户关系质量的三个层次:满意、信任、关系承诺完成了客户从心理依赖到行为忠诚的转变,最后通过引入客户个体因素对该影响途径进行扩展分析。
This paper defines the relationship marketing tactics logically by introducing the credible commitment,and discusses the mechanism through which consumer loyalty is influenced by relationship marketing tactics on the basis of this definition,then considers it as a progress of transition from mind to behavior,in which just satisfaction,trust and relationship commitment,three contents of relationship quality,finish the transition from mental rely into behavior loyalty.At last,expands the analysis of this influence mechanism by introducing consumer special factors.
出处
《价值工程》
2004年第6期70-73,共4页
Value Engineering
基金
西安理工大学青年教师基金资助项目 。
