森林康养体验者顾客忠诚度影响因素研究——以伊春林区为例

Research on Influencing Factors of Customer Loyalty of Forest Rehabilitation Experiencers——Take Yichun Forest District as an Example

基于伊春林区九峰山森林康养基地和桃山玉温泉森林康养基地共109份调查样本数据,采用logit模型和因子分析对森林康养体验者顾客忠诚度的影响因素进行实证研究。结果表明:高收入群体相对更容易形成对森林康养的顾客忠诚度;对于体验者来说,森林康养基地建设越完善越容易让其产生持久性消费需求;基地周围交通条件等基础设施也是影响森林康养体验者顾客忠诚度的重要因素。提出了应加快实施构建和完善地区交通等基础设施建设,提高职工服务态度和专业技能、健全基地内服务设施等措施建议。

This paper useda logit model and factor analysisto conduct an empirical study on the factors influencing the customer loyalty of forest rehabilitation experiencers, based on a total of 109 survey sample data from Jiufengshan Forest Rehabilitation Base and TaoshanYuquan Forest Rehabilitation Base in Yichunlin District. The results showed that high-income groups were relatively more likely to form customer loyalty to forest rehabilitation for the experiencer, the more complete the construction of forest rehabilitation base, the easier it is to make it produce persistent consumer demand;the infrastructure around the base was also the infrastructure factor that affected customer loyalty of forest rehabilitation experience users. Finally, it put forward some suggestions to speeding up the implementation and construction of infrastructure such as regional transportation, improving the service attitude and professional skills of employees and improving the service facilities in the base.