应用“扎根理论”构建顾客忠诚的动态转化模型

文章采用扎根理论方法对“顾客忠诚”的驱动因素、流程与机理进行研究，得出“顾客忠诚”是处于动态循环链中的、某一段时期内的一种状态平衡的结论，指出它是由“维持顾客忠诚”和“导致忠诚突变”的两类因素进行持续博弈的结果，随着熵的积累，这种平衡最终将被打破，而产生忠诚突变，并继而开始新一轮“顾客忠诚”状态的形成与演化，基于这些结论，构建了顾客忠诚的动态转化模型。

Applying Grounded Theory to Construct the Dynamic Transformation Model of Customer Loyalty

In this paper,the author applied grounded theory to study the drivers,process and mechanism of customer loyalty,and concluded that customer loyalty in a dynamic cycle of chain and a certain period of time is a state of balance,he also pointed out that continuous game between factors of maintaining customer loyalty and factors of loyalty transform resulted in customer loyalty.With the accumulation of entropy,the balance will eventually be broken,and loyalty transform generates,then the formation and evolutio...