顾客遗憾作用下的重购决策模型

顾客遗憾来源于消费者对不同企业产品或不同购买方案可感知价值的横向对比,遗憾感受程度受到交易情景因素如消费者决策现状、购买行为结果的可逆性以及对已购买产品的满意度的调节,同时会反过来影响顾客满意,最终影响顾客以后的购买行为。因此,它与顾客满意一起构成了影响消费者重购倾向的决定因素,企业在注重顾客保留和培养顾客忠诚时必须将二者同时考虑,做到需求导向和竞争导向的并重。

A Model of Customer Regret and Repurchase Intention

The source of customer regret(CR)is in the horizontal contrast to the value of different brands which are produced by different firms,and the degree of rester that customers can feel are influenced by both some situation-spe- cific characteristics,such as status quo,reversibility,and valence of the chosen outcome.It eventually decides purcha- sing behavior through the interactions with customer satisfaction(CS).It is assurued that CR and CS are the most im- portant determents to customer repurchase intention to be simultaneously considered in order to retain customers.