顾客忠诚的内涵、结构与测量

Connotation, Structure and Measurement of Customer's Loyalty

虽然顾客忠诚已被普遍认为是商业竞争的核心,但是国内学者对这一概念的理解仍然不够清晰。从结构方程模型的视角,对顾客忠诚的内涵发展、结构方式和测量方法进行梳理分析,认为:在概念内涵上,顾客忠诚已由单维构念发展为多维构念;基于不同的理论基础,多维构念的顾客忠诚已形成合并模型和潜因子模型两种结构方式;基于结构方程模型理论,对顾客忠诚的测量应采取组合模型方法。

Although customer loyalty has been widely regarded as the core of business competition, the understanding of this concept by domestic scholars is still not clear enough.From the perspective of SEM, this paper analysizes the connotation, structure and measure of the construct of customer＇s loyalty . The main conclusions are as follows： Customer＇s loyalty has been developed from an unidimensional construct to a multidimensional construct; Based on different theories, there are two types of the multidimensional structure of customer＇s loyalty, namely aggregate multidimensional construct（AMC） and latent multidimensional construct（LMC）; Based on the theory of loyalty generic types, there should be more research using the method of profile multidimensional constructs （PMC） to conceptualize the concept.