虚拟券商制度下的客户忠诚度:理论分析与实证检验

Customer Loyalty Based on Virtual Broker:Theoretical Analysis and Empirical Research

本文在总结虚拟券商的客户忠诚度的驱动因素的基础上,通过对网络证券客户的抽样调查,探讨了虚拟券商顾客忠诚的影响因素,分析了各个因素对顾客忠诚的不同影响程度,揭示虚拟券商客户忠诚的关键影响因素,并据此建立了虚拟券商客户忠诚的驱动模型。研究结果表明,虚拟券商要争取更多的忠诚用户,就必须综合考虑品牌、佣金、网络技术等影响因素,制定差异化的竞争战略。这对虚拟券商提高网络证券顾客忠诚度、提升竞争力有一定的指导意义。

Based on a summation of the drivers of the customer loyalty of the virtual broker, the paper investigates the factors influencing the customer loyalty of the virtual broker with a sample survey among online stocking clients. The difference between factors influencing the customer loyalty is discussed to reveal the key factors. According to that, driver-model of the customer loyalty of the virtual broker is built. The results show that aiming at more loyal customers, virtual brokers should take these factors into consideration, such as brand, commission and network technology and formulate differential competitive strategy. The conclusion is an instructive guidance for visual brokers in the customer loyalty enhancement and competitiveness promotion.