| 基于展望理论的情绪驱动忠诚的动态机制研究 |
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| 引用本文： | 郑亚楠,周庭锐. 基于展望理论的情绪驱动忠诚的动态机制研究[J]. 软科学, 2010, 24(1): 121-125 |
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| 作者姓名： | 郑亚楠 周庭锐 |
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| 作者单位： | 1. 西南交通大学经济管理学院,成都,610031
2. 西南交通大学经济管理学院,成都,610031;中国人民大学商学院,北京,100872 |
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| 基金项目： | 国家自然科学基金项目 |
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| 摘 要： | 区分四种不同交易情景,从理论上探讨了多次交易情境下顾客忠诚意愿的参考点移动问题。通过模拟每种情景下忠诚的形成及变化机制,建立了四种基于展望理论的情绪驱动忠诚的动态机制模型,其结果表明:在不同交易情景下,顾客正向/负向情绪落差导致的顾客忠诚意愿增/减量存在较大差异;顾客忠诚的变化量由于参考点的移动而呈现不同变化趋势。
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| 关 键 词： | 情绪 顾客满意 顾客忠诚 展望理论 |
Dynamics of Emotion-driven Loyalty Based on the Prospect Theory |
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| ZHENG Ya-nan,CHOU Ting-Jui. Dynamics of Emotion-driven Loyalty Based on the Prospect Theory[J]. Soft Science, 2010, 24(1): 121-125 |
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| Authors: | ZHENG Ya-nan CHOU Ting-Jui |
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| Affiliation: | ZHENG Ya-nan1,CHOU Ting-Jui1,2(1. School of Economics , Management,Southwest Jiaotong University,Chengdu 610031,2. School of Business,Renmin University of China,Beijing 100872) |
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| Abstract: | This paper differentiates four kind of different transaction situations,and theoretically discusses the moving of customer loyalty reference point under the multi-transaction encounter. Through simulating the loyalty formation mechanism under each kind of the transaction encounter,it has established four kinds Emotion-Driven Loyalty model based on the prospect theory. Results show that:under the different transaction encounter,the customer loyalty change is different in the encounter which caused the custom... |
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| Keywords: | emotion customer satisfaction customer loyalty prospect theory |
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