| 关系营销策略对客户忠诚的影响 |
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| 引用本文： | 张伟,傅裕嘉.关系营销策略对客户忠诚的影响[J].价值工程,2004,23(6):70-73. |
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| 作者姓名： | 张伟 傅裕嘉 |
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| 作者单位： | 西安理工大学工商管理学院 西安710048
(张伟)，西安理工大学工商管理学院 西安710048(傅裕嘉) |
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| 基金项目： | 西安理工大学青年教师基金资助项目 。 |
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| 摘 要： | 本文利用可置信承诺界定关系营销策略的内涵,在此基础上探讨关系营销策略到客户忠诚的影响途径,认为它是一个从心理到行为逐步过渡的过程,正是客户关系质量的三个层次:满意、信任、关系承诺完成了客户从心理依赖到行为忠诚的转变,最后通过引入客户个体因素对该影响途径进行扩展分析。
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| 关 键 词： | 关系营销策略 可置信承诺 关系质量 客户忠诚 |
The Influence on consumer loyalty of relationship marketing tactics |
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| Zhang Wei Fu Yujia.The Influence on consumer loyalty of relationship marketing tactics[J].Value Engineering,2004,23(6):70-73. |
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| Authors: | Zhang Wei Fu Yujia |
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| Abstract: | This paper defines the relationship marketing tactics logically by introducing the credible commitment,and discusses the mechanism through which consumer loyalty is influenced by relationship marketing tactics on the basis of this definition,then considers it as a progress of transition from mind to behavior,in which just satisfaction,trust and relationship commitment,three contents of relationship quality,finish the transition from mental rely into behavior loyalty.At last,expands the analysis of this influence mechanism by introducing consumer special factors. |
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| Keywords: | relationship marketing tactics credible commitment relationship quality consumer loyalty |
| 本文献已被 CNKI 维普 等数据库收录！ |
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