酒店业会员制对顾客忠诚度的影响研究——以深圳城市客栈为例

The study of membership effect on customer loyalty——a case study of city inn in Shenzhen

顾客忠诚是顾客保持与企业良好关系的强烈意愿,企业实行会员制的最终目的是提高顾客的忠诚度。本文以深圳市城市客栈为研究对象,通过问卷调查和实证分析得出结论:顾客的期望、顾客对产品和服务的感知以及顾客对价值的感知影响顾客的忠诚;长期性、可靠性、人际关系、企业形象声誉,影响顾客的忠诚;机会成本、沉没成本、风险成本、搜索成本和认知成本,影响顾客的忠诚。在管理上,应通过提高会员满意度、会员关系信任、会员转换成本建立顾客忠诚。

Customer loyalty is the strong will of customer to keep a good relationship with the enterprise, and corporate membership aims at improving the customer loyalty. Taking the city inn in Shenzhen as the example, the empirical study concluded that customers expectations, customer perception of products and services and customer perception of value influenced customer loyalty, long-term, reliability, interpersonal relationship, corporate image and corporate reputation affect customer loyalty, and opportunity cost, sunk cost, risk cost, conversion, and the search and evaluation cost affect customer loyalty. Therefore, increasing member satisfaction, member relationship trust and members conversion cost is the right way to build customer loyalty.