加油站顾客行为和情感忠诚度的调查研究

Research on Customer Behavioral and Emotional Loyalty to Gas Station

从行为忠诚和情感忠诚两个方面定义了顾客忠诚度,利用现场调查数据建立模型,分析了顾客忠诚度的影响因素。调查表明,高忠诚度顾客占比39%,他们更注重品牌效应和增值服务;低忠诚度顾客占比28%,他们心理感受敏感,对促销活动偏爱;中忠诚顾客占比33%,他们一般不关注广告,很少有冲动的消费行为。

The customer loyalty is defined from two aspects: behavioral loyalty and emotional loyalty. Using the field survey data,a model is established and used to analyze the influencing factors of customer loyalty. Survey results show that the customers of committed loyalty account for 39%,which pay more attention to brand effect and value- added services;the customers with low loyalty account for 28%,which are feeling sensitive and prefer to promotional activities; the dubious customers account for 33%,which generally do not pay attention to advertising with few impulsive consumption behavior.