赢回策略对顾客忠诚行为影响的比较研究

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。

A comparative research on the effect of win-back strategy upon customer loyalty

Win-back management for lost customers is now the main research direction in marketing academia.Guanxi investment and price promotion strategies are beth important marketing methods to obtain new customers,as well as to win back lost customers.However,academia and industry have different perspective on the prospects of applying the two strategies.In particular,foreign managers are skeptical of the operation of Guanxi investment in local Chinese markets.Through a survey conducted among 1,074 win-back customers from 121 hotels,it is found that customers' trust,affectlve attachment and price-insensitivity in Guanxi investment conditions are significantly higher than that in price promotion conditions.Thus,customers have significantly higher affective commitment,attitude loyalty,and behavior loyalty in Guanxi investment condition rather than in price promotion condition.Therefore,the useful references for companies' marketing activities are provided.