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。

Study on Customer Loyalty of Driving Factors in Large-size Stores: Hangzhou

Establishment and implementation of customer loyalty management strategy,providing integrative and different services to customers,and fulfilling high customer commitment are important safeguards to keep endurable and interactive relationship between the business enterprise and the customer.On the basis of the previous papers and on the background of the service consumer market,the paper combines theoretical analysis with empirical research,tries to analyze the influencing factors of customer loyalty and constructs the basic drive model with data got from the customers of 4 business enterprises in Hangzhou,they demonstrate factors' influence on the customer loyalty,and propose establishment and implementation of customer loyalty management strategy.