服务业顾客忠诚的驱动因素研究

The Study on the Driving Factiors of Customer Loyalty in Service Industry

服务业顾客忠诚一直是营销理论界高度关注的热门话题之一,借鉴西方学者对服务业顾客忠诚基本概念的界定,在考察服务产品质量、情境设计等有形利益对顾客忠诚的影响的同时,将无形驱动因素纳入影响服务业顾客忠诚的分析中,通过国内外现有的研究成果分析这些驱动因素对服务业顾客忠诚的影响,阐明服务业顾客忠诚的形成机理,从而为该领域提供新的研究思路,为服务业提升竞争力提供管理决策的参考依据。

In service industry, customer loyalty has always been one of the current hot topics in the marketing theoretical circbes. This paper uses the basic definition of customenr loyalty in the service field for reference from some western scholars to exame the quality of service products, scene design and so on tangible factors. Meanwhile it also considers the intangible driving factors while analyzing the effect of customer loyalty in the service field. It analyzes the Meet of those driving factors to the customer loyalty in the service industry and explains the formation mechanism of the customet loyalty in the service industry through the existing research results at home and abroad. These ideas can enhance the competitiveness of service industry by offering the frame of reference for decision - making.