环境因素对专业市场经营商户顾客忠诚影响的实证研究

Empirical Research of the Effect of Environmental Factors on the Loyalty of Merchants and Customers in Specialized Markets

顾客忠诚有利于形成企业的核心竞争力。然而,产业结构调整及转型升级可能会造成部分经营商户的流失。本研究以CBH模型为基本框架,构建了环境因素对专业市场经营商户顾客忠诚的影响模型,并通过实证证实:除交通便利因素外,其他环境因素对专业市场经营商户顾客忠诚都有着正向的影响,从而为市场管理者提供了有力的决策参考依据。

Customers＇ loyalty is conducive to the formation of the core competitiveness of enterprises. However, the adjustment, upgrade and transformation of the industrial structure may cause the loss of some market merchants. Based on the CBH model, this paper constructs the model of how environmental factors can influence the loyalty of the business operators and customers in specialized markets. Via empirical proofs, it is proves that, apart from convenient transportation, other environmental factors have positive influence on the loyalty of the business operators and customers in the specialized markets, thus providing a strong strategic reference for market management.