顾客满意向顾客忠诚的转换机理研究综述

A Review of Researches on the Switching Mechanism from Customer Satisfaction to Customer Loyalty

随着市场竞争的加剧和顾客争夺成本的提高,顾客满意向顾客忠诚的转换机理已经引起理论界和实践界的广泛关注。文章基于国外相关文献评述,对顾客满意向顾客忠诚转换过程中的影响变量进行分析和概括,总结顾客满意向顾客忠诚的转换模型及其机制,探讨转换成本对顾客满意与顾客忠诚关系的调节功能。

With the intensifying market competition and increasing cost of winning customer, the switching mechanism from customer satisfaction to customer loyalty has become a focus of both the practitioners and the academic. Based on a summary of the latest researches abroad, the essay analyses and generalizes the contributing variables of switching process from customer satisfaction to customer loyalty, summarizes the switching model and mechanism, and discusses the modulator effect of switching cost on the link of customer satisfaction to customer loyalty.