摘要
在顾客选择日趋多样化的环境下,如何促进顾客参与、提高顾客满意度,从而维持顾客忠诚,成为企业进行顾客管理的重要课题。基于社会心理学视角,本研究以银行理财顾客为例,探讨认知因素(感知风险、感知利益)、情感因素(顾客满意度)、行为因素(顾客参与)在顾客忠诚态度形成过程中的影响作用。研究结果表明,顾客满意与顾客参与均对顾客忠诚有显著的积极影响;顾客满意和顾客参与在感知利益与顾客忠诚之间均起到部分中介作用。研究结论有助于深入了解影响顾客忠诚态度形成的因素,并由此提出提升顾客感知收益水平、降低顾客的感知风险水平以及识别忠诚顾客等管理启示。
Under the circumstances of diversification of customer choice, how to promote customer participation, improve customer satisfaction and maintain customer loyalty becomes an important topic of customer management. Based on the perspective of social psychology, taking bank financial customers for example, this study explores the impacts of cognitive factors （per- ceived risk, perceived benefits）, emotional factors （customer satisfaction） and behavior factors （customer participation） on customer loyalty attitude. The research results show that both customer satisfaction and customer participation have signifi- cantly positive influences on customer loyalty; customer satisfaction and customer participation have partially mediating ef- fect between perceived benefits and customer loyalty. Research conclusion helps to understand factors affecting customer loyalty attitude, and based on this, the study provides management implications about enhancing customer perceived bene- fits, reducing perceived risk and identifying loyalty customers.
出处
《企业经济》
CSSCI
北大核心
2017年第5期86-93,共8页
Enterprise Economy
基金
国家自然科学基金项目"顾客创新对口碑推荐行为的影响机理研究:以社会交换理论为视角"(项目编号:71672044)
广东省哲学社会科学"十三五"规划项目"创新顾客的认知情感及其对口碑行为的影响研究:基于社会认同的情感一致性理论"(项目编号:GD16XGL22)
关键词
感知风险
感知利益
顾客忠诚
顾客满意
顾客参与
perceived risk
perceived benefits
customer loyalty
customer satisfaction
customer involvement
作者简介
林萌菲，珠海城市职业技术学院经济管理学院讲师，研究方向为营销管理；（广东珠海519090）
张德鹏，广东工业大学管理学院教授，博士生导师，研究方向为营销管理；
薛东飞，广东工业大学管理学院硕士生，研究方向为营销管理。（广东广州510070）
