渠道成员参与情况下顾客忠诚影响因素研究

Research on Influential Factors of Customer Loyalty Participated by Channel Members

顾客忠诚度是影响企业竞争优势的重要因素。以往对顾客忠诚度的研究,主要集中在忠诚度的影响因素、满意度与忠诚度的关系等方面,忽略了对渠道成员(主要是中间商)参与的考虑。以服务业为背景,将渠道理论与客户关系管理理论结合起来,建立新的顾客忠诚理论模式进行研究发现,渠道成员的行为会对顾客的忠诚度产生深刻的影响。企业应该制定一个全面、有效的渠道成员行为管理计划,对渠道成员的行为进行有效的管理,使渠道成员更好地体现的企业形象;对各渠道成员成长过程中所需经历的行为进行培训、评估和给予激励等等。借助各渠道成员的力量来巩固和提高顾客忠诚度,拓展自己的市场。

Customer loyalty is an important factor influencing enterprise competitive advantage. Previous research on customer loyalty mainly focused on the relationships among its influential factors, satisfaction, and loyalty, but ignored the consideration on participating channel members （mainly middlemen）. Based on service industry, combined channel theory with management theory of customer rela- tionship, this paper builds new customer loyalty model and finds out that the behavior of channel members will influence customer loy- alty greatly. The enterprise should make a comprehensive and effective behavior management plan to manage them effectively and show enterprise image better, train, evaluate and encourage the behaviors experienced in the growing process of all channel members, increase customer loyalty by means of their strength, and expand their market.