顾客忠诚驱动因素整合模型的建立与比较——基于顾客餐厅选择的实证研究

Comparative Research on the Integrated Models of Drivers of Customer Loyalty——Empirical Study of Customers’ Restaurant Choice

针对影响顾客忠诚的驱动因素,国内外学者展开了大量的研究,但是鲜有学者将各个重要因素进行全面的整合。文章通过对现有文献进行系统地梳理,同时重新考察了各驱动因素之间的相互关系,提出四个整合模型,通过对四个模型的分析和比较发现基于信任-感知价值-满意的整合模型对服务行业拟合的最优。研究结论对企业深层次了解顾客忠诚原因大有帮助,也对企业实施以顾客忠诚为中心的关系管理具有重要的借鉴意义。

Tile drivels of customer loyalty have been studied by many researchers from different pepectives, but the integraled model including some key determinants is not proposed. Based on tile extant literature review and re-exploring the relationship among drivers, this paper proposed four models. Through analyzing and comparing the four models, it found out that the integrated model which comlfined trust-perceived value-satisfaction fit the service industry hest. The conclusion was beneficial for eompany to understand the mechanism of eustomer loyalty deeply, as well as set up anti implement the effective CRM which eonerued customer loyahy as the core.