如何让满意的顾客忠诚?——顾客融入的中介作用被引量：3

How to Make Satisfied Customers Loyal? The Mediating Effects of Customer Engagement

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摘要激烈的市场竞争会造成满意的顾客流失,如何让满意的顾客成为忠诚的顾客,是营销学界和业界关注的重要问题。基于社会交换理论和服务主导逻辑,引入顾客融入作为中介变量,从顾客内部因素和企业外部因素探讨满意顾客产生融入行为的边界条件,构建了在线品牌社区情境下顾客满意对顾客忠诚的影响机理与效果模型。对收集到的358份有效样本进行多元线性回归分析发现:顾客融入行为(影响、推荐、反馈)在顾客满意与顾客忠诚之间起到部分中介作用;自我提升需求增强了顾客满意与影响行为、推荐行为之间的正向关系;经济激励增强了顾客满意与影响行为、推荐行为、反馈行为之间的正向关系;顾客授权正向调节顾客满意对反馈行为的影响。 Fierce market competition will cause the loss of satisfied customers.How to keep the satisfied customers loyal is an important issue concerned by marketing scholars.Based on the social exchange theory and service dominant logic,this study proposes a conceptual model to research the relationship between customer satisfaction and customer loyalty from the perspective of customer engagement.From the internal and external factors,the boundary conditions of the engagement behavior(influence,referral,feedback)of satisfied customer are also discussed.A survey of 358 respondents reveals that customer engagement plays a partial mediating role between customer satisfaction and customer loyalty.Besides,self-enhancement positively moderates the relationship between customer satisfaction and influence,referral behavior.The results also show that economic incentive has a significant moderating effect between customer satisfaction and influence,referral,feedback behavior.In addition,customer empowerment enhances the positive relationship between customer satisfaction and feedback behavior.

作者刘婷徐慧谢伟 LIU Ting;XU Hui;XIE Wei(School of Management,Shanghai University,Shanghai 200444,China)

机构地区上海大学管理学院

出处《上海管理科学》 2020年第4期21-26,共6页 Shanghai Management Science

关键词顾客满意顾客融入行为顾客忠诚边界条件 customer satisfaction customer engagement behavior customer loyalty boundary conditions

分类号 F272 [经济管理—企业管理]

作者简介刘婷(1981-),女,江苏常州人,博士,上海大学管理学院副教授,主要研究方向:营销战略和渠道管理等,E-mail:tingliu@i.shu.edu.cn;徐慧(1995-),女,安徽安庆人,上海大学管理学院硕士研究生,主要研究方向:营销战略和渠道管理等,E-mail:13818457741@163.com;谢伟(1992-),男,湖北枣阳人,上海大学管理学院硕士研究生,主要研究方向:营销战略和渠道管理等,E-mail:Xiewei_shu@126.com。

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参考文献4

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