摘要
在产品同质化程度越来越高,产品信息可以从网络不受限制获取的市场背景下,对于追求个性化消费的学生群体,以重复购买和情感偏好定义的顾客忠诚对消费者进行界定并不能客观诠释其消费角色。已有的研究发现高重购频率并不严格伴随真实忠诚情感。基于此,文章把推荐行为加入忠诚维度中,建立了以重购频率、情感忠诚以及推荐行为作为衡量因素的三维顾客忠诚分类模型,找出80后消费者的分类,并就几种主要消费者给出企业相应的销售建议。
Under the market background of high product homogenous level and mass product information,classing clients with customer loyalty which defined by repeat purchases and emotional preference is inaccurate.Informed research shows that loyal emotion does not always follow with high repurchase frequency.Consequently with recommendation this paper builds a triadic disaggregated model of customer loyalty consisted of repurchase frequency,loyal emotion and recommendation and determines the category of customers in China then makes corresponding suggestions about some typological customers.
出处
《改革与战略》
北大核心
2011年第2期51-53,79,共4页
Reformation & Strategy
关键词
顾客忠诚
推荐行为
忠诚分类模型
customer loyalty
recommendation
disaggregated model of customer loyalty
