基于服务型企业的客户忠诚本土化研究——来自中国七城市的实证数据

Study on Customer Loyalty Based on Service Enterprises in China:Evidence from Seven Chinese Cities

在文献综述的基础上,构建一个涵盖客户、商家和外部环境等众多因素在内的综合性客户忠诚研究模型;利用中国七城市七类服务型企业的样本数据对所建模型进行实证检验的结果表明,忠诚行为、忠诚意愿和忠诚情结是服务型企业客户忠诚维度的内在结构;而来自服务企业、顾客和外部环境的多种因素对客户忠诚维度的影响存在显著差异。

On the basis of the literature review, the paper first establishes a comprehensive model for the study of customer loyalty. Empirical test is then carried out with data for seven service industries in seven Chinese cities. Empirical results suggest that customer loyalty of the service enterprises is a comprehensive conception including three dimensions： loyal behavior, loyal intension and loyal complex. Moreover, there are remarkable differences in the effect on customer loyalty of the various factors associated respectively with the service enterprise, the customer and the external environment.