主观知识与顾客满意对顾客忠诚的影响研究

Factors Influencing Customer Loyalty:Subjective Knowledge and Customer Satisfaction

本文运用结构方程模型,实证研究了主观知识与顾客满意对于顾客忠诚的影响。研究结果表明,顾客在进行重复购买行为时,满意的顾客比不满意的顾客更倾向于留在企业;而顾客凭借主观知识对竞争性其他企业的信息评价也会影响到再次购买决策,即主观知识对顾客忠诚存在着直接影响,当顾客所拥有的主观知识水平较低时,顾客更倾向于留在企业。因而,除顾客满意之外,企业还可以通过影响顾客了解其他企业知识的多少来进一步管理顾客忠诚。

This paper is an empirical research on the influence of subjective knowledge and customer satis- faction upon the customer loyalty with a structural equation model. It is revealed that satisfied customem prefer to keep staying with current provider than those dissatisfied ones, and the level of subjective knowledge about alternatives has a direct negative effect on customer loyalty. Besides satisfying customers, the providers may manipulate the customer loyalty by regulating the degree of how much knowledge their customers should know about their rival companies.