旅行社品牌忠诚度细分研究

A Study on Brand Loyalty Segmentation of Travel Services

随着市场竞争的愈加激烈,忠诚顾客管理逐渐成为热门话题。本文通过电话调查的方法,运用分层聚类法从行为和态度忠诚两个维度把旅行社团队旅游产品顾客分为3类细分市场,即真正忠诚者、潜在忠诚者和虚假忠诚者。前者的态度和行为忠诚变量值最高;潜在忠诚者的行为忠诚变量值最低,而虚假忠诚者的态度变量值最低。这些特征很好地验证了已有品牌忠诚模型。文章最后讨论针对3类细分市场应该采取的营销策略,并指出后续研究的问题。

With the increasingly fierce competition of the market, the management of loyal customers is gradually becoming a hot topic. The paper, through telephone survey and by using tiered-clustering method, divides the customers who join package tours into three segmental markets from the two dimensions of behavioral and attitude loyalty. They are truly loyal customers, potentially loyal customers and falsely loyal customers. Truly loyal customers have more trust and emotional attachment to the brand. Potentially loyal customers are lowest in terms of behavioral loyalty while falsely loyal customers are lowest in terms of their attitude. These findings best support the existing brand loyalty model. Finally the paper discusses the marketing strategies that should be adopted to deal with the three segmental markets and the problems existing in the subsequent study.