| 顾客多忠诚及其与见异思迁的差异述评 |
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| 引用本文： | 曹忠鹏, 陈淑青, 周庭锐,.顾客多忠诚及其与见异思迁的差异述评[J].华东经济管理,2008,22(11). |
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| 作者姓名： | 曹忠鹏 陈淑青 周庭锐 |
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| 作者单位： | 西南交通大学,经济管理学院,四川,成都,610031 |
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| 基金项目： | 国家自然科学基金资助项目“顾客的多忠诚研究”(批准号:70672021,项目负责人:陈淑青教授) |
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| 摘 要： | 随着市场竞争和产品同质化的加剧,多忠诚顾客已成为现实中普遍存在的消费群体。文章对相关文献进行梳理,厘清了顾客多忠诚的定义、分析了顾客多忠诚行为与见异思迁行为的异同点,并给予评价。这不仅有利于将来对顾客多忠诚展开系统深入的研究,也有助于营销实践者更清晰地甄别顾客,制定和实施有效的顾客忠诚计划。
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| 关 键 词： | 顾客多忠诚 行为忠诚 态度忠诚 见异思迁 |
Review for Multi-loyalty and Differences with Variety-seeking Behavior |
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| CAO Zhong-peng; CHEN Shu-qing; ZHOU Ting-rui.Review for Multi-loyalty and Differences with Variety-seeking Behavior[J].East China Economic Management,2008,22(11). |
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| Authors: | CAO Zhong-peng; CHEN Shu-qing; ZHOU Ting-rui |
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| Institution: | School of Economic and Management; Southwest Jiaotong Universtiy; Chengdu 610031; China |
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| Abstract: | As the market competition intensifies and the differentiation is decreasing and homogenization is increasing in similar products and services,the multi-loyal customers is becoming a dominant group.This study is based on the extant literatures and reviews the definition of multi-loyalty.The similarities and differences between multi-loyalty and variety seeking behavior were evaluated.The conclusions are beneficial for academic researchers to research the multi-loyalty deeply and valuable for the practicers t... |
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| Keywords: | customers multi-loyalty behavioral loyalty atttitudinal loyalty variety-seeking |
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