回报计划会员资格对重复购买意向影响的实证研究被引量：2

The Relationship between Loyalty Reward Program and Repurchase Intention

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摘要客户的重复购买是任何一家公司赢得竞争优势的关键和必要条件,而重复购买意向是衡量重复购买行为最为关键的变量之一。本文通过问卷调查的方法,借助统计分析技术,研究了重复购买意向的影响因素为:回报计划、感知价值和服务经历。其中服务经历有四个维度实证结果表明:感知价值对重复购买意向的影响最为明显,是重复购买意向的关键决定因素;服务质量对重复购买意向的影响也很显著,但仅仅次于感知价值;而产品收益对重复购买意向的影响也比较明显,是影响客户重复购买意向的基本因素,但其作用要次于服务质量。 A Customer＇s repurchase is the crisis and necessity of any company＇s success, and repurchase intention is one of critical variable of measuring repurchasing behavior. With the method of questionnaire investigation and the statistical analysis, this paper analyzed the impact of the factors of repurchase intention ： loyalty reward program, perceived value, service experience. The results indicate that perceived value is the most important effect factor of repurchase intention, then, is service quality, loyalty reward program and product profit, but the effect of product varieties is not significant.

作者彭刚平马军平李建岭李纯青

机构地区国电南京自动化股份有限公司西安工业大学经济管理学院

出处《南京财经大学学报》 2009年第5期64-69,共6页 Journal of Nanjing University of Finance and Economics

基金国家自然科学基金(70872087)资助

关键词回报计划感知价值服务质量服务经历重复购买意向 loyalty reward program perceived value service quality service experience and repurchase intention.

分类号 F272 [经济管理—企业管理]

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