服务业顾客维持策略影响顾客忠诚的作用机制研究——一个基于信任、价值与满意的分析模型

A Research on the Mechanism of How the Customer Retention Strategy Influences Customer Loyalty in Service Industry——A analysis model based on customer trust,value and satisfaction

从顾客感知的视角出发,构建了一个以顾客维系策略为前导变项,以顾客价值、顾客信任、顾客满意为中介,以顾客忠诚为结果的概念模型。针对国内商场服务业的实证分析表明:消费者对顾客维系策略的感知会直接影响到顾客价值和满意,进而影响顾客信任并最终影响顾客忠诚。顾客价值、顾客满意和顾客信任是影响顾客忠诚的基础和关键因素,是解释顾客维系策略影响顾客忠诚的中介变量,其中顾客价值和顾客信任是影响顾客忠诚的最重要中介变量。但顾客价值对顾客忠诚没有直接显著影响,顾客价值会通过顾客信任和顾客满意间接影响顾客忠诚,满意是信任的前因变量。以上这些研究结果丰富了顾客关系管理的内容。基于此,本文为商场开展顾客维系的营销实践提供了建议,并指出了未来研究方向。

This paper builds,from the customer perception perspective,a concept model which takes customer retention strategy as leading variables,takes customer value,customer trust and customer satisfaction as intermediary variables,and takes customer loyalty as the results variables.The empirical analysis based on domestic commerce service industry shows that customer perception to customer retention strategy has a direct impact on customer value and satisfaction,thus affecting customer trust and ultimately customer loyalty.Customer value,customer satisfaction and customer trust are the basis and key factor of affecting customer loyalty,and are the intermediary variables of explaining customer retention affecting customer loyalty.Especially,customer value and customer trust are the most important intermediary variables of explaining customer retention affecting customer loyalty.However,customer value has no direct significant impact on customer loyalty,but an indirect impact on customer loyalty through customer trust and customer satisfaction.Satisfaction is the antecedent variables of customer trust.These research findings enrich the content of customer relationship management （CRM）.On this basis,the paper puts forward some recommendations for the shopping center implementing customer retention strategy and pointed out the future research direction.