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随着市场竞争和产品同质化的加剧,多忠诚顾客已成为现实中普遍存在的消费群体。过去有关研究都没有清晰分辨多忠诚和单一忠诚顾客,所得结论的普适性值得怀疑。本文分析了多忠诚和单一忠诚顾客在忠诚的前导和结果变量上所存在的差异,研究发现多忠诚顾客的信任、感知价值、承诺低于单一忠诚顾客;感知风险、价格敏感、口碑效应高于单一忠诚顾客;二者的满意水平没有显著差异。结论对营销者进行市场细分和顾客关系管理具有重要意义。
As market competition and product homogeneity intensify, more loyal customers have become ubiquitous consumer groups in reality. In the past, none of the studies clearly identified more loyal customers and single loyal customers. The universality of the conclusions drawn is questionable. This paper analyzes the differences between loyal and loyal customers in loyalty leading and outcome variables. It finds that the loyalty, perceived value and commitment of loyal customers are lower than those of loyal customers. The perceived risk, price sensitivity and word-of-mouth effect are higher than A single loyal customer; the level of satisfaction between the two no significant difference. Conclusion Marketing segmentation and customer relationship management is of great significance to marketers.