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现代企业管理中的顾客保留驱动要素实证研究 被引量:5

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摘要 在顾客关系动态变化中,顾客保留非常重要,主要受顾客价值、品牌形象、顾客信任、顾客满意和转换障碍五个要素的驱动。实证结果显示:顾客价值、品牌形象、顾客信任、顾客满意和转换障碍对保留顾客具有正向驱动作用,而顾客价值、品牌形象以及顾客信任对顾客满意存在正向驱动作用;顾客价值与转换障碍并不存在着正相关关系,而顾客信任与转换障碍存在着正相关关系。
出处 《学习与探索》 CSSCI 北大核心 2011年第2期184-186,共3页 Study & Exploration
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