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。
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.
出处
《商业经济与管理》
CSSCI
北大核心
2005年第4期61-65,共5页
Journal of Business Economics
基金
浙江省哲学社会科学规划项目(NX04GL18)
关键词
顾客忠诚
形成机理
理论模型
顾客关系管理
customer loyalty
forming mechanism
theory model
customer relationship management
