零售企业顾客忠诚影响因素分析

文章利用零售业顾客忠诚调查数据,以重购意向、口碑效应、钱包份额和重购频次四个指标为中间变量,对顾客期望差异、顾客满意和顾客忠诚之间的关系进行了实证研究。结果表明,顾客期望差异与顾客忠诚存在显著正相关关系,是顾客忠诚的主要决定因素,零售商应在产品、服务、价格和购物环境等四个方面加以改善,以使顾客获得超过期望的感知绩效,提高顾客忠诚度;顾客满意和顾客忠诚之间存在正相关关系,但并非顾客忠诚的充分条件,零售商应在努力提高顾客满意度的同时,走出“满意制胜”的误区;态度忠诚与行为忠诚之间不存在显著相关关系,零售商应以态度和行为双向顾客忠诚为目标,追求最终的顾客忠诚。     

Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market

The authors study consumers’ process of adoption of a new loyalty card in a grocery retail context. More specifically, the authors simultaneously investigate the impact of attitudinal, behavioral, and socio-demographic variables on the likelihood of adoption and the time to adoption. They show that these variables differently affect the adoption likelihood and timing and demonstrate the importance of attitudinal measures of customer loyalty such as commitment to the store. This research confirms the so-called self-selection bias and extends it to the attitudinal dimension of loyalty. Some guidelines are proposed to increase the effectiveness of loyalty card program launches.     

基于网络经济的顾客保留策略

通过网络营销的交互性和良好的顾客服务手段,增进顾客关系成为网络营销取得长期效果的必要条件。顾客保留对于开发顾客的长期价值具有至关重要的作用,以顾客保留为核心的营销方式成为企业创造和保持竞争优势的重要策略。     

顾客忠诚研究述评

国内外学者对顾客忠诚的认识与理解存在着很宽泛的观点与争论。然而,众多学者的研究结果表明,顾客忠诚对企业的底线收益比市场份额、单位成本以及企业赢利能力相关的其它因素具有更强的效应。为此,全面深入了解顾客忠诚的内涵以及与其相关概念的关系对企业的顾客关系管理乃至企业的长久发展意义极大。     

Building loyalty in e-commerce: Impact of business and customer characteristics

Abstract

Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers’ self-image; e-satisfaction by the customers’ value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.     

Loyalty program structure and consumers' perceptions of status: Feeling special in a grocery store?

Loyalty programs are business practices increasingly pursued by companies in order to achieve customer loyalty. Recent studies have focused on the relationship between loyalty program structures (i.e., number and size of hierarchical tiers) and status levels (i.e., exclusivity) perceived by members. The current study examines two potential moderators of this relationship between program structure and perceived status. Specifically, the aim of our research was to test whether loyalty program structure affects status perceptions in more and less exclusive industries, and among consumers with more and less positive attitudes toward loyalty programs.An experimental design based on different scenarios was used. Two industries and three loyalty program structures were examined. In the airline industry, which is higher in perceived exclusivity, perceived status in the top tier of the loyalty program increased as the number of customers in the top tier decreased and as the number of tiers increased. Notably, however, loyalty program structure had no effect on perceived status in the supermarket industry, which is lower in perceived exclusivity. Moreover, even in the airline industry, status effects were only observed among respondents with a positive attitude toward loyalty programs. Those with neutral or negative attitudes toward loyalty programs were unaffected by the structure of the loyalty program. Thus, the effect of loyalty program structure on consumers' perceived status varied systematically across industries and across individuals.     

培育合理的客户忠诚

本文认为,客户的忠诚是相对的,企业没有必要使所有的客户都维持高度忠诚,否则就有可能跌入客户忠诚陷阱。企业应根据不同客户的实际情况,在客户忠诚、客户关系成本和客户忠诚成本之间寻找较好的平衡,培育合理的客户忠诚。当企业愿意支付的客户关系成本刚好能补偿客户的忠诚成本和保留收入时,客户忠诚成本的灵敏系数或最小忠诚成本系数越小,企业能够培育的合理客户忠诚度越高;当企业愿意支付的客户关系成本大于客户的忠诚成本和保留收入时,客户关系成本的灵敏系数或最小关系成本系数越小,企业能够培育的合理客户忠诚度越高。     

Loyalty in the Business-to-Business Service Context: A Literature Review and Proposed Framework

Loyalty has been named as one of the greatest competitive advantages for companies operating under high competition conditions. However, different authors look at this concept from different views and take different factors into account. This article consolidates academic research on loyalty in business services. The determinants of loyalty are identified and the development of loyalty as a process is investigated. These findings, together with the relationship development process and the possible influence of culture, are integrated into the resulting research framework. This framework suggests that relationship quality, comprising trust, satisfaction, and commitment, is a mediator of the loyalty development process. Furthermore, it suggests that these mediators, determining the transition from one stage to the other, are influenced by different antecedents. Finally, managerial recommendations and directions for future research are provided.     

Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification

Why do customers’ attitudinal loyalty fail to predict their behavior? More importantly, what creates such latent loyalty? We attempt to answer these questions by examining the antecedents and outcomes of loyalty conviction, which represents the inherent strength/uncertainty in a customer’s attitudinal loyalty. For deep attitudinal loyalty (i.e., conative loyalty), the findings suggest that customer satisfaction creates loyalty held without conviction. In contrast, customer-company identification creates loyalty held with conviction. Importantly, attitudinal loyalty without conviction loses its ability to predict behavior when situational and competitive barriers are present whereas loyalty with conviction maintains a predictive relationship with behavior despite the same barriers.     

谈服务业顾客忠诚及其培养

随着我国服务市场竞争日益激烈,顾客忠诚对服务业的生存与发展意义重大。影响服务业顾客忠诚的因素是多方面的,包括服务质量、顾客满意、转换成本以及顾客价值等;服务业要培养顾客忠诚,必须有效管理顾客期望,提供超越顾客期望的价值,提高顾客满意度,培养品牌忠诚度,稳定员工队伍。     

Loyalty programs and their impact on repeat-purchase loyalty patterns

Loyalty programs are currently increasing in popularity around the world. This paper discusses the potential of loyalty programs to alter the normal market patterns of repeat-purchase behaviour which characterise competitive repeat-purchase markets. In line with this thinking, a large scale loyalty program is evaluated in terms of its ability to change normal repeat-purchase patterns by generating ‘excess loyalty’ for brands in the program. Panel data were used to develop Dirichlet estimates of expected repeat-purchase loyalty statistics by brand. These estimates were compared with the observed market repeat-purchase behaviour. Overall a trend towards a weak level of excess loyalty was observed, although the expected deviation was not consistently observed for all the loyalty program brands. Only two of the six loyalty program participant brands showed substantial excess loyalty deviations. However, these deviations in repeat-purchase loyalty were observed for non-members of the loyalty program as well as members and appear likely to be at least partially the result of other loyalty efforts particular to these brands.     

运用CRM提升客户忠诚度的途径探讨

提升客户忠诚度是当前营销领域的一个热点和难点,良好客户服务是提升客户忠诚度的最佳方法。为营造以客户为中心的业务流程、建设客户数据库、完善客户服务、开展客户分析和个性化服务,在CRM支持下提高客户忠诚度的途径,运用CRM中的分析型功能收集、整合和分析客户数据以提高客户忠诚度。     

电子商务环境下客户忠诚的探究

随着电子商务的深度发展,传统商务模式下的客户发生了很大的变化,客户非常容易流失,甚至是满意的客户,只有忠诚的客户才能保证企业长期的利润。所以,在电子商务环境下,如何通过有效地评价客户忠诚度,发现企业自身不足和客户需求,指导生产和经营,来提高客户忠诚度,已经引起了广泛关注。     

Re-imagining retailers’ co-operatives

This article gives clarity to the area of retailers’ co-operatives. It provides a discussion on the different types of co-operatives and their identifying characteristics. This is to clear up common misunderstandings and misapplication of the word retail co-operative in the literature and popular culture and allow for further research in the area of retailers’ co-operatives. This article also provides a discussion of the drivers and developmental path for retail co-operation as a strategy for independent retailers. Three types of retail co-operation are discussed in this way namely buying groups, retailers’ co-operatives and retailers’ co-operative retail chains. The differences between a retailers’ co-operative retail chain and a corporate retail chain are then elucidated. Finally, managerial implications are provided surrounding retail strategy. This research is important as it provides greater understanding of a very successful retail format that has not been studied in depth, a format that allows for sustainable retail development and growth. This article enables further study in the area along with clarity on terms and dimensions.     

论商业银行顾客忠诚度的提高

忠诚的顾客对商业银行的经济效益影响极大,影响顾客忠诚度的因素有转移成本、顾客满意、顾客信任以及顾客感知价值。要提高商业银行的顾客忠诚度,必须在“以客户为中心”的理念的指导下,在利用数据仓库,对顾客进行分类管理,提供个性化服务的同时,进行业务流程创新,实行内部营销。     

Customer Loyalty and Privacy on the Web

ABSTRACT

This study examines from simulation the effects of the privacy sensitivity of customers, the personalization practices or standards of retailers and the difficulty in locating favorable sites on the loyalty of consumers to a Web site. The key finding of the study is that customer privacy sensitivity is a critical success factor that significantly impacts loyalty to a retailer. Customers have higher loyalty to sites that request the least information, while they have lower loyalty to sites that request the most information. Web retailers considering expanded personalization of products or services to customers, through increased personal information, need to rethink their practices. The study also found that difficulty in locating a favorable site is a success factor that impacts retailer loyalty, and that customers have higher loyalty to difficult to locate favorable sites on the Web. These findings are important at a time when consumers are empowered with Web technology to immediately shop competitor sites.     

Measuring customer pre-purchase satisfaction in a retail setting

Previous studies have addressed customer satisfaction as a post-purchase phenomenon. However, examining solely post-purchase satisfaction when investigating consumer satisfaction is incomplete because multiple stages are involved in the purchase decision making process. Thus, the purpose of this study was to develop an instrument to assess customer satisfaction in the pre-purchase stage using procedures for developing a reliable and valid scale, as proposed by Churchill [1979. A paradigm of developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.] and DeVellis [2003. Scale development: Theory and applications (2nd ed.). Thousand Oaks, CA: Sage.]. Two sets of data were collected to carry out two stages of scale purification – 98 subjects participated in the first stage and 443 subjects participated in the second stage. The factor structures, reliability, and construct validity were tested to assess the properties of the final scale. Findings revealed a 21-item, 6-dimension scale measuring customers' pre-purchase satisfaction. Discussion of the results, managerial implications, study limitations, and suggestions for future research are presented.     

Electronic Logistics Service Quality (e‐LSQ): Its Impact on the Customer’s Purchase Satisfaction and Retention

The Internet retailing industry continues to grow rapidly. Several Internet retailers are, however, struggling to retain customers due to the high level of competition among incumbents. We propose that customer satisfaction with the order fulfillment process is an important determinant of overall customer satisfaction with the retailer, as well as with the extent of customer retention enjoyed by the retailer. This paper offers a new concept for electronic logistics service quality and investigates the relationship between the quality of online fulfillment and the ensuing retention of customers, using archival data on 260 online retailers. The structural equation model results indicate that satisfaction with the physical distribution quality and cost are positively related with customer’s purchase satisfaction and customer retention. Additionally, the results indicate that while purchase satisfaction is a strong indicator of customer retention, underlying drivers of purchase satisfaction do not have nearly the same impact on customer retention directly as they have on purchase satisfaction.     

大型零售商场顾客忠诚驱动因素实证分析——以杭州市为例

制定与实施顾客忠诚管理策略,为顾客提供综合性、差异化的服务,履行高度的顾客承诺,是大型商场保持与顾客长期、双向互动关系的重要保障。本文以规范分析和实证研究相结合的方法分析顾客忠诚的影响因素,构建大型商场顾客忠诚的基本驱动因素模型,选取杭州四大商场为数据采集对象,实证检验各种影响因素对大型商场顾客忠诚的影响,并提出了提高大型商场顾客忠诚度的相应策略。     

Building chain loyalty in grocery retailing by means of loyalty programs – A study of ‘the Norwegian case’

The aim of the paper is to analyze chain loyalty effects of customers' perceived value of loyalty programs in grocery retailing. It contributes to filling a gap in the literature, as there has been little earlier focus on the links between customers' perception of loyalty program value and satisfaction, image, and loyalty, at the chain level. One main finding is that customers’ perceived value of a loyalty program has significant direct and moderating effects on chain loyalty, and the moderation effects are chain dependent. Managers should thus consider satisfaction creation, image building, and loyalty program value creation as parallel processes.