顾客资产管理视角下的顾客忠诚及其驱动因素研究

The Dimensions of Customer Loyalty and its Key Drivers:an Integrated Framework in Perspective of Customer Equity Management

在当今的顾客中心时代,顾客忠诚及其有效管理已经成为学术界和企业界共同瞩目的战略问题之一。关系营销与管理的深入发展和顾客资产管理学派的兴起,为企业更有效地管理顾客忠诚提供了新的思路。本文旨在以中国电信产业的发展与竞争现况为背景,从顾客资产管理的整合视角,探索顾客忠诚的关键维度及其驱动因素。同时,也对关系收益与转移成本在驱动顾客忠诚过程中的作用进行了理论剖析与实证研究。

In the customer-centered era, customer loyalty has become the focus of both scholars and managers. The rapid development of theories and practices of relationship marketing and management and the rising of customer equity management inevitably provide new insights about how to manage more effectively customer loyalty. This paper is designed to investigate the key dimensions of customer loyalty and their key drivers in perspective of an integrated framework of customer equity management. At the same time, the role of relationship benefits and switching cost in such driving processes are examined conceptually and empirically.