INTERNET网上零售中顾客忠诚的构筑——关注价值感知、满意体验和信任的关系及相对影响力

基于先行研究文献,本文开发了一个构筑Internet网上顾客忠诚的概念化模型,界定了价值感知、满意体验和信任作为影响顾客忠诚的主要前提心理变量,并对该模型及各变量间的动态因果关系进行了实验性验证。结果显示,本文提出的概念化模型和绝大部分研究假设获得了实证研究的支持。这些研究结果在理论上有助于深化对网上顾客忠诚构筑的认识,在营销实践中对网络零售商开发和实施网上顾客忠诚战略具有启示意义。     

Decline and variability in brand loyalty

In this paper, we examine the over-time behavior of brand loyalty for a large set of brands drawn from 21 consumer packaged goods categories. Using the brand-loyalty operationalization of Colombo and Morrison (1989), the following conclusions are obtained. First, little support is found for the often-heard contention that brand loyalty is gradually declining over time. Second, while the short-run variability around a brand's mean loyalty level is not negligible, no evidence is found that this variability has systematically increased over time, and it can be reduced considerably through a simple smoothing procedure. Finally, the brand-loyalty pattern for market-share leaders is found to be more stable than for other brands. The study findings were robust to variation in the time interval used to construct the switching matrices, and to different treatments of multiple purchases.     

Online loyalty and its interaction with switching barriers

The results of empirical research on online retail switching tendencies is quite mixed and only a few have specifically examined the presence, frequency or impact of switching barriers and switching inducements in the context of online services. Empirical evidence shows that there is “stickiness to certain sites” experienced by online customers and that they do less comparative shopping than might be expected. This paper conceptualises online switching behaviour as the interaction of barriers and inducements (both real and perceived) using Oliver׳s four-stage loyalty model. It also highlights the need to re-examine the concept of online loyalty and its interaction with switching barriers and inducements in the online context.     

基于顾客参与的用户网络涉入程度对顾客忠诚的影响研究

本文在已有研究形成的基于顾客参与和关系质量的网络顾客忠诚形成机制模型基础之上,研究网络涉入程度这一消费者个人特征变量的影响。通过对网络消费者进行聚类分析,采用估计并比较变量间路径系数的方法,得出网络涉入程度不同的顾客,其参与行为都显著影响着关系质量和忠诚行为,但各路径回归系数却有显著差异,说明高网络涉入顾客组参与行为对忠诚的预测能力高于低网络涉入组。     

顾客虚假忠诚前置因素研究

本文依据行为和态度两个维度对顾客虚假忠诚的内涵进行了界定，并指出其与顾客真正忠诚的区别。通过对现有文献的梳理。将顾客虚假忠诚的前置因素划分为态度、行为驱动因素和外部、内部情景调节因素，通过深入分析，提出了顾客虚假忠诚的形成机理模型，并提出了维系现有顾客的策略建议。     

企业员工忠诚形成机理及培育与发展

员工忠诚是反映员工与组织之间关系的一个重要指标,是预测员工工作参与、工作投入、工作绩效、缺勤与离职倾向的一个重要变量。本文首先对企业员工忠诚在新时代背景下的内涵进行了界定,采用文献法全面分析了影响员工忠诚这一因变量的各种因素,并应用心理学、管理学的有关理论和方法深入挖掘员工忠诚形成发展的内在机理。影响员工忠诚的因素有企业外部社会、经济环境因素、员工自身主客观因素、企业软硬件因素,前两大类因素对员工忠诚的影响是比较直接的,而企业组织对员工忠诚的影响往往通过员工的工作满意感以及组织公平感等心理感受类中介变量产生作用。因此,以信任为基石,以人为中心的网络忠诚管理机制在培育、发展员工忠诚的过程中将发挥着有效的积极作用。     

相对付出优势对忠诚计划参与意愿的影响效应

本文研究了顾客为获得忠诚计划回报需付出的努力与顾客的参与意愿之间的关系。根据社会比较理论，顾客会以自己与其他顾客的比较结果作为线索，评价在此计划上的相对付出，并根据比较结果决定参与意愿。本文通过三个实验，分别操纵被试的个人努力、其他顾客的参考努力、以隐性方式操纵其他顾客的参考努力等三种情境，来验证以上命题。研究结果发现：（1）顾客考虑是否参与忠诚计划时，会根据与其他顾客比较的相对付出努力作为参考做出决策；（2）当存在相对付出优势时（个人努力〈参考努力），高的回报标准反而能提高顾客的参与意愿；（3）当存在相对付出劣势时（个人努力〉参考努力），高的回报标准削弱了顾客的参与意愿。     

The Metrics of Relationships

Abstract

In the last two decades, it has been suggested that the marketing discipline is undergoing a paradigm shift from a transactional perspective to a relational perspective (Sheth & Parvatiyar, 2002). At the same time, there has been a call for the discipline to focus on accurate measurement of the outcome of marketing activities (Rust, Ambler, Carpenter, Kumar, & Srivastava, 2004). Extant research in this area has predominantly examined the sales and profitability of relationships through customer life time analysis or examined attitudinal measures such as satisfaction and loyalty. This paper attempts to combine both streams of research by examining the profitability, satisfaction and probability of switching associated with transactional customers, relationship customers (less than five years of relationship) and deep relationship customers (more than five years of relationship) in three business to business industries. The results demonstrate the transactional customers are most profitable followed by relationship and deep relationship customers. The probability of switching was in the reverse direction of profitability and there were no difference in satisfaction measures. Implications for research and practice and also derived in the paper.     

Customer demotion in hierarchical loyalty programmes

Hierarchical loyalty programmes are popular in many service industries, as a means to tie customers to the company and improve customer relationships. In these programmes, customers obtain more benefits if they spent more but are demoted if they spent less. This study focuses on demotion and suggests that customer demotion can have an asymmetrical negative effect on customers' trust, commitment, and loyalty. The effect appears strongest for demoted customers with an external locus of causality. An experimental study also shows that customer loyalty is lower for demoted customers than for customers who were never elevated.     

The Influence of Consumer Degree of Knowledge on Consumer Behavior: The Case of Spanish Olive Oil

This article analyses the influence of perceived quality measured across intrinsic and extrinsic attributes on satisfaction and consumer loyalty for a traditional food product as with PDO (Protected Designation of Origin) olive oil “Aceite del Bajo Aragón.” In addition, the article highlights the influence of consumer's degree of knowledge on these relationships. The results suggest that the main drivers to explain consumers' satisfaction and loyalty are the perceived quality of the intrinsic attributes (color, appearance, flavor, etc.). However, when consumers are classified attending to their degree of knowledge the main explanatory variable of satisfaction and loyalty of the more experienced consumers are the extrinsic attributes of the product (brand name, place of origin, images associated to the product, etc.). These findings allow us to develop important managerial implications for building a brand image for a PDO.