期刊文献+

多忠诚顾客与单一忠诚顾客选择集的比较 被引量:1

Comparative Study of Choice Set Based on Multi-loyal and Uni-loyal Customers
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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
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参考文献14

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同被引文献16

  • 1曹忠鹏,周庭锐,陈淑青.基于行为和态度的顾客多忠诚研究[J].中国工业经济,2007(3):79-87. 被引量:12
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  • 3张闯.分销密度与品牌宽度:渠道权力的二重均衡[J].财经问题研究,2006(1):74-79. 被引量:3
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