定制营销中顾客参与对顾客保留的影响研究

发布时间：2018-03-19 14:57

本文选题：定制营销　切入点：顾客参与　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着技术的日趋完善,特别是移动互联网时代的到来,顾客不再满足于被动地接受产品和服务,而是希望能动地参与到价值共创中,发挥个体价值,满足个性化的需要。企业为了获得新的竞争优势,也开始愈发重视这种需求转变,主动为顾客提供参与价值共创的平台,满足独特的需要,"定制"也因此获得了更多的顾客青睐和市场机会。目前,学术界关于定制中顾客参与的研究,主要集中在定制接受意愿和企业绩效等方面的探讨,对顾客在定制中的心理反应机制的研究并不多。然而,定制作为满足顾客个性化需要的手段,表现在顾客内心的过程体验价值是丰富并值得深入探讨的。在定制过程中,顾客参与是否会获得区别于标准产品的体验价值溢出?这种体验价值是否会影响顾客的长期关系意愿?顾客自身的个体特征是否会影响顾客的体验价值感知的程度?基于对这三个问题的探讨,本文从以往关注产品价值的研究中抽离出来,更加关注定制中顾客心理层面的体验价值反应机理。通过对学术界现有研究的学习和整理,本文对定制情景下的四个核心概念——顾客参与、顾客独特性需要、顾客体验价值、顾客保留,进行了系统的理论分析,并进一步构建了四个变量之间的研究框架。在研究中,借鉴已有的成熟量表,通过问卷调查获得的374份有效数据,实证检验了顾客参与、顾客特殊性需要、顾客体验价值、顾客保留四个变量之间的因果关系。主要得到三个研究成果:(1)验证了定制中顾客参与对顾客体验价值、顾客长期关系意向的作用机制;(2)从顾客心理层面上,验证了顾客体验价值在顾客参与和顾客保留之间的中介作用;(3)验证了顾客的个体特征——顾客独特性需要,在顾客参与和体验价值之间的调节作用。总的来说,本文基于定制营销背景的研究丰富了顾客参与研究的具体情境。对提供定制服务的企业而言,可以从本文提出的顾客心理反应机制上获得一些对经营管理有意义的参考。未来研究可以从其他动机入手,更全面地刻画定制营销中的顾客参与心理。
[Abstract]:With the improvement of technology, especially the arrival of mobile Internet era, customers are no longer satisfied with the passive acceptance of products and services, but hope to actively participate in the value creation and bring into play the individual value. In order to obtain new competitive advantage, enterprises begin to pay more and more attention to this kind of demand change, and offer the platform to participate in value creation for customers actively. In order to meet the unique needs, "customization" has gained more customers' favor and market opportunities. At present, the research on customer participation in customization mainly focuses on custom-made willingness to accept and enterprise performance. There are few researches on the psychological reaction mechanism of customer in customization. However, customization, as a means to meet the needs of customer personalization, is rich and worth discussing deeply in the process of customer's inner experience. Will customer participation gain experience value spillovers different from standard products? Does this experience value affect the customer's long-term relationship willingness? Will the individual characteristics of the customer affect the degree of the customer's perception of experience value? Based on the discussion of these three problems, this paper draws from the previous research on product value, pays more attention to the experience value reaction mechanism of customer psychological level in customization. This paper makes a systematic theoretical analysis of the four core concepts of custom-made scenarios-customer participation, customer unique needs, customer experience value, customer retention, and further constructs a research framework between the four variables. Referring to the existing mature scale and 374 valid data obtained by questionnaire, the paper empirically tests customer participation, customer special needs and customer experience value. The causality between the four variables of customer retention. Three main research results: 1) verify the customer participation in customer experience value, customer long-term relationship intention from the customer psychological level. It verifies the intermediary role of customer experience value between customer participation and customer retention. It verifies the individual characteristics of customer-customer uniqueness needs, the regulatory role between customer participation and experience value. The research based on custom-made marketing background enriches the specific situation of customer participation. From the customer psychological reaction mechanism proposed in this paper, we can get some meaningful reference for management. In the future research, we can more comprehensively describe customer participation psychology in custom-made marketing from other motivations.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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