摘要
为进一步了解顾客多忠诚的内涵,以行为学习和认知失调理论为支撑,从行为和态度维度重新审视了顾客多忠诚,在对其进行明确界定的基础上采用日记式(diary study)方法调查了51名被试顾客28天的餐厅选择,结果证实多忠诚顾客的选择集和忠诚集要显著大于单一忠诚顾客的选择集和忠诚集。
Based on behavioral learning theory and cognitive dissonance theory, authors define multi - loyal, uni - loyal and non - loyal customers and categorize them into corresponding groups by diary data and comparing their choice sets. The conclusion suggests that the multi -loyal customers' choice set and loyalty set are larger than uni -loyal customers' significantly.
出处
《商业研究》
CSSCI
北大核心
2009年第9期31-33,共3页
Commercial Research
基金
国家自然科学基金资助项目<顾客的多忠诚研究>
项目编号:70672021
关键词
行为忠诚
态度忠诚
多忠诚
单一忠诚
选择集
behavior loyalty
attitude loyalty
multi - loyalty
uni - customer loyalty
choice set