摘要
以银行业为背景,以顾客关系感知中的满意和信任为中介变量,建立企业形象、转换成本和服务质量三个典型营销要素影响顾客忠诚意向和忠诚行为的概念模型,并进行了实证检验.研究发现:企业形象、服务质量和转换成本会显著影响顾客忠诚行为,其中服务质量影响最大;顾客满意在企业形象和服务质量对顾客忠诚行为的影响中有不完全中介作用;信任在服务质量对顾客忠诚行为的影响中也有不完全中介作用.此外,顾客忠诚意向是营销要素影响顾客忠诚行为的重要中介变量.
This paper proposed a conceptual model that took corporate image, switching cost and service quality as influencing factors of customer loyalty intention and loyalty behav- ior, while satisfaction and trust as mediating variables in banking service. Empirical study found that： corporate image, service quality and switching cost all have positive impact on customer loyalty behavior,and service quality is the most significant; customer satisfaction mediates the effect of corporate image and services quality on customer loyalty behavior; as well as trust between service quality and customer loyalty behavior. In addition, loyalty in- tention is an important mediating variable when marketing factors influence customer loyalty behavior.
出处
《数学的实践与认识》
CSCD
北大核心
2013年第11期130-138,共9页
Mathematics in Practice and Theory
关键词
关系感知
顾客满意
信任
中介效应
顾客忠诚
relationship perception
customer satisfaction
trust
mediating effect
customer loyalty
