感知价值对客户忠诚的影响路径研究——客户信任、归属感视角

Research of perceived value influence on customer loyalty--customer credit,belonging angle

客户感知价值与客户忠诚的曲线关系是客户关系管理理论重要内容,至今还是一个探索的热点问题。本文利用偏最小二乘法(PLS)检验了客户价值影响客户忠诚中影响路径,结果表明客户感知价值会通过客户信任与归属感显著影响客户忠诚。这一结论将对企业进行更加有效的客户关系管理,丰富企业客户关系管理的内容与手段提供理论支持。

The curve of perceived value and loyalty of customer is the important content of customer rela- tionship management theory. However, the causal influ- ence of perceived value on customer loyalty is still a exploring hot issues. This paper, using partial least squares （PLS） to examine the customer＇s trust and sense of belonging in the mediation effect of customer value affects customer loyalty, and the result shows that the customer perceived value will affect customer loyalty through trust and belonging significantly. This re- search will be carried out for the enterprise＇s rela- tionship management, providing the theoretical support to improve the level of customer loyalty.