间断性服务业顾客忠诚维度及其影响因素

本文以餐饮业为实证对象,对间断性服务业的顾客忠诚问题进行研究与讨论。结果表明,间断性服务业的顾客忠诚可用认知忠诚、情感忠诚和行为忠诚三个维度来刻画,且三个维度之间存在因果关系;影响间断性服务业顾客忠诚的主要因素以及影响程度从大到小依次是顾客满意、服务质量和感知价值;各影响因素对顾客忠诚各维度的影响机理与程度各不相同。并由此得出提升顾客忠诚的若干管理启示,最后指出了进一步研究的方向。

Dimensions and Influencing Factors of Customer Loyalty in the Intermittent Service Industry

This paper focuses on customer loyalty issues especially in the intermittent service industry. The results based on the data of catering industry indicate that customer loyalty in the intermittent industry is a comprehensive conception including three dimensions, cognitive loyalty, affective loyalty and behavioral loyalty. It also proves that there are causuality linkages among the three dimensions. The core factors which influence service loyalty in intermittent service industry and the degree of the effects in turn are customer satisfaction, service quality and customer value. Moreover, the mechanism and extent that these factors affect each customer loyalty dimension are not the same. Some managerial implications and directions for future research are also put forward at the end of this paper.