捆绑销售情境下顾客态度忠诚对转换意愿的影响机制——基于我国移动通信市场的实证分析

Research on Influence Mechanism of Consumer Attitudinal Loyalty on Switching Intention under the Bundling Scenario

随着我国移动通信市场的日趋饱和,增势逐渐减缓,各大通信运营商之间竞争异常激烈,因服务差异性小,顾客流失与转换成为移动通信服务商面临的一大难题。以我国运营商推出合约机这一捆绑营销活动为背景,基于理性行为理论,利用756个有效样本对顾客忠诚与顾客转换之间内在作用机理进行深入分析发现,顾客态度忠诚负向影响顾客转换意愿,且服务忠诚较产品忠诚对顾客转换意愿影响更大;主观规范负向影响顾客转换意愿;转换成本负向调节顾客产品忠诚与转换意愿之间的关系;转换成本负向调节顾客服务忠诚与转换意愿之间的关系;替代者吸引力与转换成本和顾客转换行为之间存在显著的三维交互效应。因此,为更好地进行顾客关系管理,增强顾客忠诚,降低顾客转换意愿,应当选择那些深受顾客喜爱、有利于获得顾客忠诚的产品来进行捆绑销售;应当在捆绑销售等营销创新活动背后,致力于提供高质量的产品和服务,避免过度依赖捆绑产品;应当通过提供可以满足顾客特殊需要、更加优惠、更加人性化的定制化服务来提高顾客转换成本。

As the capacity of China's mobile market becoming more and more saturated,the growth of this market is declining;competition among different operators is becoming more and more fierce;and customer defection and switch has become the significant problem facing the service providers because of the negligible service difference. The authors take Chinese telecommunication market as the background,in which telecommunication operators bundle their service with iphone,the most popular mobile phone all over the world,to confront the fierce competition. The authors deeply analyze the underlying mechanisms between customer loyalty and switching according to the Theory of Reasoned Action. Based on the results of empirical study of 756 valid samples,the authors find that:customer attitudinal loyalty has a negative impact on customer switching intention,and service loyalty exerts more influence on customer switching intention than that of product loyalty;subjective norms negatively affect customer switching intention;switching cost has a negative moderating effect on the relationship between customer product loyalty and switching intention and it has a moderating effect on the relationship between customer service loyalty and switching intention;and there is a significant three- dimensional interaction among alternative attractiveness,switching cost and customer switching behavior. So to improve CRM,enhance customer loyalty,and reduce customer switching intention,we should,first,choose the products and service with customer preference and loyalty under the bundling scenario;second,we should improve the quality of related products and service and avoid excessive bundling;and third,we should provide more favorable,individualized and customized service to improve customers' switching cost.