“顾客满意—顾客遗憾”矩阵与“顾客重购倾向”管理

影响“顾客重购倾向”的两种基本因素是顾客满意和顾客遗憾,二者对“顾客重购倾向”的作用机理是完全不同的。可用顾客满意和顾客遗憾这两个顾客心理变量构建一个影响“顾客重购倾向”的“顾客满意———顾客遗憾”矩阵,通过该矩阵企业可以把自己的产品在其中进行对号入座,以便发现企业产品存在的问题,并采取针对性的营销策略来有效控制和影响“顾客重购倾向”。

Customer Satisfaction and Regret Matrix and customer Repurchase Management

Customer repurchase intent is usually affected by two factors:customer satisfaction and customer regret,both involving diffenent mechanisms to influence the tendency of customers to buy.With psychological variables of customer satisfaction and customer regret,the paper aims at buildig customer satisfaction——customers regret matrix through which enterprises can ensure of their own products with the appropriate marketing strategies to influene and control custormer repurchase intent.