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品牌忠诚驱动行为模式探讨 被引量：2

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摘要 系统地梳理和总结了关于品牌忠诚驱动研究的相关文献,围绕质量、顾客满意和顾客价值三个因素对品牌忠诚驱动模式进行了分析和思考,在品牌忠诚驱动本质分析的基础上构建了品牌忠诚驱动模型,提出基于顾客价值的三个忠诚管理策略,即了解顾客价值取向,创造卓越顾客价值;创新顾客价值,提升顾客满意层级;以人为本,建立顾客导向的企业文化。
作者 黄嘉涛 戴薇
机构地区 广东工业大学经济管理学院 暨南大学华文学院
出处 《华南理工大学学报（社会科学版）》 2008年第6期75-79,共5页 Journal of South China University of Technology(Social Science Edition)
关键词 品牌忠诚 质量 顾客满意 顾客价值
分类号 F274 [经济管理—企业管理]
  • 相关文献

参考文献21

  • 1Aaker D A.Managing Brand Equity[M].New York:The Free Press,1991.
  • 2Beichheid F F.The Loyalty Effect:the Hidden Forces Behind Growth,Profit and Lasting Value[M].Boston:Harvard Business School Press,1996.
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  • 6Zeithaml V A.Consumer Perceptions of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence.Journal of Marketing,1988(3):2-23.
  • 7Boulding W,Kalra A,Stachin R.A Dynamic Process Model of Service Quality:From Expectations to Behavioral Intentions[J].Journal of Marketing,1993 (1):7-27.
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  • 10Taylor S A,Baker T L.An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumer's Purchase Intentions[J].Journal of Retailing,1994(2):163-178.

二级参考文献38

  • 1[1]Porter,Michael E.竞争优势[M].陈小悦,译.北京:华夏出版社,1988.
  • 2[2]Bower,Marvin and Robert A.Garda.The Role of Marketing in Management[J].McKinsey Quarterly,1985 (3):34-46.
  • 3[3]Slater,Stanley F.Developing a Customer Value-based Theory of the firm[J].Academy of Marketing Science,1997 (2):162-167.
  • 4[4]Gale,Bradley T.Managing Customer Value[M].New York:The Free Press,1994.
  • 5[5]Woodruff,Robert B.Customer Value:The Next Source for Competitive Advantage[J].Academy of Marketing Science,1997 (2):139-153.
  • 6[6]Levitt,Theodore.Marketing Myopia[J].Harvard Business Review,1960 (4):45-56.
  • 7[7]Zeithaml,Valarie A.Consumer Perceptions of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence[J].Journal of Marketing,1988 (3):2-21.
  • 8[8]Monroe,Kent B and Joseph D.Chapman.Framing Effects on Buyers' Subjective Product Evaluations[J].Advances in Consumer Research,1987 (1):193-197.
  • 9[9]Anderson,James C and James A Narus.Business Marketing:Understand What Customers Value[J].Harvard Business Review,1998 (6):53-63.
  • 10[10]Butz,Howard E and Leonard D Goodstein.Measuring Customer Value:Gaining the Strategic Advantage[J].Organizational Dynamics,1996 (3):63-77.

共引文献145

同被引文献11

二级引证文献1

华南理工大学学报（社会科学版）
2008年 第6期

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