基于Meta-SEM的顾客忠诚因果模型研究

A Causality Model Study of Customer Loyalty Based on Meta-SEM Method

利用顾客忠诚领域诸多实证研究的结果,通过元分析(Meta)与结构方程模型(SEM)两种技术相结合,将在对文献数据进行整合的基础上验证顾客忠诚因果关系的整合模型,以期说明顾客忠诚的驱动因素、后果及其作用机理。其中顾客承诺对顾客忠诚的影响最为显著,其次是顾客价值,接下来是顾客信任,顾客满意对顾客忠诚的作用最小。而且转换成本会带来企业绩效的提高,而对顾客忠诚的作用较小。顾客价值不仅有利于顾客忠诚度的提高,而且会直接作用于企业绩效。在影响企业绩效的因素中,顾客价值的影响程度最大,其次是转换成本,再次是顾客忠诚。

Synthesizing many results of empirical researches in the customer loyalty field, the meta-analysis is combined with the structure equation model（SEM） to verify the antecedents and consequences of customer loyalty and mechanism. Among these driving factors, the most significant effect on customer loyalty is customer commitment, then in turn is customer value, customer trust and customer satisfaction. Switching cost has a stronger direct effect on corporate performance than on customer loyalty. Customer value affects not only customer loYalty but also corporate performance directly. Factors, which affect the corporate performance are Customer value, switching cost and customer loyalty respectively in turn.