| 试论顾客忠诚的影响因素与理论模型 |
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| 引用本文： | 严浩仁.试论顾客忠诚的影响因素与理论模型[J].商业经济与管理,2005(4):61-65. |
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| 作者姓名： | 严浩仁 |
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| 作者单位： | 浙江警官职业学院,浙江,杭州,310018 |
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| 基金项目： | 浙江省哲学社会科学规划项目(NX04GL18) |
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| 摘 要： | 随着市场竞争的日趋加剧和顾客争夺成本的提高,顾客忠诚的形成与维持问题已经成为市场营销理论界与企业界关注的一个焦点。但是,到目前为止,有关顾客忠诚的影响因素及其作用机制研究仍然缺乏。本文基于国外相关文献评述,对顾客忠诚的内涵及其影响因素进行分析,探讨顾客忠诚形成的理论模型及其机制。
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| 关 键 词： | 顾客忠诚 形成机理 理论模型 顾客关系管理 |
| 文章编号： | 1000-2154(2005)04-0061-05 |
| 修稿时间： | 2005年1月11日 |
The Forming Mechanism and Theory Model of Customer Loyalty |
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| YAN Hao-ren.The Forming Mechanism and Theory Model of Customer Loyalty[J].Business Economics and Administration,2005(4):61-65. |
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| Authors: | YAN Hao-ren |
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| Abstract: | As competition and the costs of attracting new customers increase, the forming and maintaining mechanism of customer loyalty is a critical issue for both marketing managers and researchers. However, until recently, research on the nature and determinants of customer loyalty has been limited. Based on the brief review of up to the date research aboard, this paper analyzes the connotation of customer loyalty and its influencing factors, and discusse the theory model and its forming mechanism of customer loyalty. |
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| Keywords: | customer loyalty forming mechanism theory model customer relationship management |
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