摘要
在服务消费市场中,企业与顾客之间的忠诚关系可以分成两个部分:态度忠诚和行为忠诚,这两种类型的顾客忠诚受顾客满意、关系信任、转换成本和替代吸引力等因素的交互影响。基于此,本文构建了顾客忠诚的基本驱动模型,以移动通信服务为调查对象,检验各类驱动因素与顾客忠诚之间的关系,探讨顾客忠诚的驱动机理,从而为企业制定顾客关系管理策略提供参考依据。
In the service consumer market,the loyalty representation between enterprise and customer can be divided into two pans:the attitude loyalty and the behavior loyalty.These two kinds of customer loyalty are affected synthetically by the factors such as customer satisfaction,relationship trust,switching cost and alternative attraction et al.Therefore,the paper constructs the basic drive model of customer loyalty.This paper validates the relation hypothesizes of customer loyalty and its drivers.The research conclusions provide reference for the customer relationship management strategies of the mobile communication corpora- tion.
出处
《经济管理》
CSSCI
北大核心
2005年第4期42-46,共5页
Business and Management Journal ( BMJ )
基金
浙江省哲学社会科学规划基金"服务市场顾客忠诚的驱动机理研究"的阶段性成果
项目编号:NX04GL18。
关键词
顾客忠诚
基本驱动模型
顾客关系管理
移动通信服务
customer loyalty
basic drive model
customer relationship management
mobile communication
