顾客多忠诚及其与见异思迁的差异述评

Review for Multi-loyalty and Differences with Variety-seeking Behavior

随着市场竞争和产品同质化的加剧,多忠诚顾客已成为现实中普遍存在的消费群体。文章对相关文献进行梳理,厘清了顾客多忠诚的定义、分析了顾客多忠诚行为与见异思迁行为的异同点,并给予评价。这不仅有利于将来对顾客多忠诚展开系统深入的研究,也有助于营销实践者更清晰地甄别顾客,制定和实施有效的顾客忠诚计划。

As the market competition intensifies and the differentiation is decreasing and homogenization is increasing in similar products and services, the multi - loyal customers is becoming a dominant group. This study is based on the extant literatures and reviews the defi- nition of multi - loyalty. The similarities and differences between multi - loyalty and variety seeking behavior were evaluated. The conclu- sions are beneficial for academic researchers to research the multi - loyalty deeply and valuable for the practicers to identify the loyal cus- tomers and implement effective loyalty - programs.