基于顾客忠诚理论的团购营销策略研究

Research Group Purchase Marketing Strategy Based on Customer Loyalty Theory

随着电子商务的快速发展,团购营销策略是基于顾客的忠诚而成功的。根据顾客忠诚理论,构建团购营销策略下顾客忠诚度影响因素模型。利用实证研究对团购营销策略下消费者忠诚度进行评估,结果显示:影响团购顾客忠诚的关键因素,包括服务人员的服务质量、企业形象和网站响应性等。

With the rapid development of electronic commerce,group purchase marketing strategy is based on the customer loyalty and success.According to the theory of customer loyalty,customer loyalty model of group purchase marketing strategy.An empirical study on the evaluation of customer loyalty,group purchase marketing strategy under use results show that： the key factors affecting the group purchase of customer loyalty,including service quality,corporate image and site response.