| 基于顾客忠诚意愿分类的显著影响因子及强度分析方法与应用 |
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| 引用本文： | 程佳,万映红.基于顾客忠诚意愿分类的显著影响因子及强度分析方法与应用[J].软科学,2008,22(9). |
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| 作者姓名： | 程佳 万映红 |
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| 作者单位： | 西安交通大学,管理学院,西安,710049 |
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| 基金项目： | 国家自然科学基金，西安交通大学校科研和教改项目 |
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| 摘 要： | 运用顾客忠诚理论和满意理论,揭示顾客满意、转换成本和品牌认同等构面对忠诚意愿的影响关系和特性,设计基于顾客忠诚意愿的影响因素差异分析框架及方法,提出影响因素综合分析流程及显著影响因子获取方法;并以移动通讯服务消费顾客为实例背景,针对三类忠诚意向顾客群,运用Logistic回归模型、因子分析、单因素方差分析等技术,分析得到忠诚意向的影响主因子构成及显著影响强度差异特性。
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| 关 键 词： | 影响因素 差异性 品牌认同 Logistic模型 |
Significant Impact Factors and Difference Analytical Methods and Application on Different Customer Loyalty Intentions |
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| CHENG Jia,WAN Ying-hong.Significant Impact Factors and Difference Analytical Methods and Application on Different Customer Loyalty Intentions[J].Soft Science,2008,22(9). |
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| Authors: | CHENG Jia WAN Ying-hong |
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| Abstract: | Based on customer loyalty theory and satisfaction theory,the paper reveals the impact relations of cus- tomer satisfaction,switching cost and brand cognitive on loyalty intention.The paper first designs the difference analytical framework and methodology,and then it gives comprehensive analysis process on impact factors and method extracting significant impact dimensions.In the survey of mobile communication customer retention,the study picks up the main impact factors sets on loyalty intention and significant effect differences for the three types of customer loyalty intention.Technologies such as Logistic regression model,exploratory factor analysis and One -Way ANOVA are used.The paper aims to propose an analytical method about finding factors affecting customer loyalty intention as well as the differences of impact,which provides support for the strategic decisions of loyal cus- tomer retention management. |
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| Keywords: | impact factors difference brand cognitive logistic model |
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