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摘要:流失顾客的赢回管理将是营销学界今后的主要研究方向之一。关系投资和价格促销不仅是获得新顾客的重要营销手段,也是赢回流失顾客的主要策略。但是,关系投资和价格促销这两种策略,哪种策略能带来更多的顾客信任、更高的顾客忠诚是学术界和实业界一直存在争议的问题,尤其是在中国市场开展经营的外国企业对中国本土“关系投资”的运用持怀疑态度。本文通过对121家酒店,共1074名“失而复得”顾客的调查发现,关系投资策略比价格促销策略能显著地增强顾客对酒店的信任感和情感依附、降低价格敏感度,也能更好地促进顾客对酒店作出情感性承诺,态度忠诚度和行为忠诚度显著提高。因此,研究结论对指导企业的营销实践活动具有重要的现实意义。 相似文献
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基于预期-绩效理论和ACSI模型,使用结构方程模型分析了国内证券行业个体投资者顾客忠诚度的驱动机理。研究发现,正向失验有助于提升顾客忠诚;顾客满意度不仅直接作用于顾客忠诚度,还通过抱怨因素间接提升顾客忠诚;服务质量通过影响认知失验和满意度间接影响顾客忠诚;过高的顾客预期会导致负向失验进而降低客户忠诚;抱怨作为一个较为特别的因素,对个体投资者顾客忠诚度的提升也具有一定的正向作用。 相似文献
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企业绩效取决于顾客忠诚与顾客满意,顾客忠诚与顾客满意根植于顾客价值的大小,顾客价值由企业的顾客导向意识所驱动。对于服务企业而言,企业的顾客导向意识主要依赖于服务员工的顾客导向意识来达成与传递。为彰显服务员工顾客导向意识之重要性,国外学者还将其浓缩为COSE(custome Forientation of service employee)。本文从介绍COSE的提出与核心内涵入手,结合组织行为学领域对动机管理的研究成果,深入剖析COSE的驱动因子,构建COSE驱动模型,并结合管理实践进行探讨。 相似文献
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随着网络信息环境的形成和发展,顾客忠诚受到企业的倍加重视,企业只有充分识别顾客忠诚的决定因素并进行有效的管理,才能获得持续竞争优势。首先阐述了网络信息环境下顾客忠诚作用的变化以及对顾客忠诚的决定因素的分析,最后提出了有关顾客忠诚管理的建议。 相似文献
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就转换障碍的子维度对顾客忠诚的子维度的直接作用展开研究,采用方便样本收集数据,运用以偏最小二乘法(PLS)为基础的VPLS软件进行分析,原始理论模型经过修正之后,模型的信度和效度得到了保证。数据分析结果显示:转换障碍的子维度对顾客忠诚的子维度存在着积极正向作用,但是其部分子维度对顾客忠诚的作用不太显著。这可能是由于本模型中仅就转换障碍对顾客忠诚的直接作用展开研究,未引入任何的中介变量,同时也说明转换障碍对顾客忠诚的作用是复杂的,其中不仅包括直接效应,包括间接效应,探索哪些因素构成为其的中介因素应成为该领域研究的方向之一。 相似文献
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如何赢得顾客忠诚以及顾客满意与顾客忠诚的关系问题已经成了服务企业国际化过程中新的研究课题。从顾客满意与顾客忠诚的基本含义出发,结合国际服务市场的特征,分析了在国际服务市场上各种因素对顾客满意与顾客忠诚关系的作用路径,并提出培育顾客忠诚的策略与方法。 相似文献
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顾客忠诚消费趋势的演化使内生性资产的重要性越来越弱化,而使企业外生性的社会公共资产——基于顾客忠诚的顾客资产变得前所未有地重要起来,以至于成为企业最重要的战略性资产。本文在全面分析顾客资产的价值内涵与资产特性的基础上,探究顾客资产的形成机理及其影响因素,并据此进一步提出顾客资产管理的策略选择。 相似文献
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现代的关系营销理念改变了企业与顾客之间的关系,由"一次性交易模式"转化为"持续性交易模式",由单一交易关系发展成多维的互动关系.谋求共同的利益是这种顾客关系营销的建立与发展的基点;以企业的"真诚"赢得顾客"忠诚"是关系纽带形成与发展机制的本质:顾客关系营销也是企业与顾客各自主动选择的结果. 相似文献
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Michel Laroche Mohammad Reza Habibi Marie-Odile Richard 《International Journal of Information Management》2013
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed. 相似文献
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针对保险业如何深层次挖掘忠诚客户的价值,从而提高客户价值的问题,通过分析客户态度取向的不同表现形式,提出反映保险业客户态度忠诚的子模式,运用五级评分法和数据挖掘技术,对已有客户进行忠诚度聚类分析,以发现公司内客户态度忠诚的所属类型,分析每一类客户的特征,从而更好的为保险业客户管理提供帮助。 相似文献
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Chung-Tzer LiuAuthor Vitae Yi Maggie GuoAuthor Vitae Chia-Hui LeeAuthor Vitae 《International Journal of Information Management》2011,31(1):71-79
Because the cost of attracting new customers is much higher than the cost of retaining old customers, keeping customers loyal is a crucial issue for service firms. This research explores how relationship quality and switching barriers influence customer loyalty. Relationship quality consists of two aspects: satisfaction and trust. Antecedents of satisfaction and trust are explored. To test the proposed research model, a survey research methodology was used. Paper survey was distributed to mobile phone users in Taiwan. A total of 311 valid questionnaires were returned. Structural equation modeling was used to test hypotheses. Satisfaction, trust, and switching barriers have positive effects on loyalty. In terms of antecedents, it was found that playfulness and service quality impact satisfaction while service quality and intimacy affect trust. From a managerial perspective, this research suggests that practitioner should not only keep improving service quality, but also provide playfulness to ensure customer satisfaction. Service providers should also build relationship quality and switching barriers to reduce the possibility of defection and enhance customer loyalty. 相似文献
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Global initiatives on climate protection and national sustainability policies are accelerating the replacement of fossil fuels with renewable energy sources. Many electricity suppliers are engaged in efforts to monetize this transition with ‘green’ services and products, such as Green Electricity Tariffs. These promise customers that their supply includes a specific share of green electricity, yet since electricity suppliers often fail to deliver on those promises, many customers have lost trust in their suppliers. Further information asymmetries may not only exacerbate this loss of trust, but also spark distrust and lead to an overall feeling of ambivalence. Eventually, ambivalent customers may feel inclined to switch suppliers. To prevent this domino effect, electricity suppliers must eliminate ambivalence by increasing customer trust and reducing customer distrust. Here, we discuss how these challenges can be met with a customer loyalty program built on blockchain technology. We developed the program following a Design Science Research approach that facilitated refinement in four iteration and evaluation cycles. Our results indicate that the developed customer loyalty program restores trust, reduces distrust, and resolves customer ambivalence by providing four features: improved customer agency, sufficient and verifiable information, appropriate levels of usability, and unobstructed data access. 相似文献