认知忠诚和情感忠诚的消费者行为研究

发布时间：2018-03-30 00:38

本文选题：认知忠诚　切入点：情感忠诚　出处：《中国工业经济》2008年03期

【摘要】：长期以来,人们总是把忠诚当成真正忠诚的代名词,甚至在忠诚与完全忠诚之间划上了等号。然而,那些围绕在我们身边的朋友,那些在买卖关系中声称是你永远忠诚伙伴的合作者,当真是真情所在吗?Oliver早在1997年就把顾客忠诚划分为认知忠诚、情感忠诚、意向忠诚和行为忠诚四种。但过去的研究却忽略了用细分的忠诚去预测消费者的行为。为了揭示认知忠诚和情感忠诚消费者忠诚度和购买份额之间存在的差异,作者以中国酒店行业为抽样对象,以客户关系赢回管理为背景,通过对认知忠诚和情感忠诚顾客的忠诚度和购买份额绝对量的比较,以及两种忠诚与购买份额之间关系拟合的函数曲线形状来预测和评估消费者的行为倾向。研究结果表明,对供应商而言情感忠诚消费者比认知忠诚消费者的忠诚度更高,购买份额更多,维持时间更长;对厂商而言情感忠诚比认知忠诚具有更高获利价值。因此,能否有效地区分认知忠诚和情感忠诚行为对企业的营销实践具有重要的现实意义。
[Abstract]:For a long time, loyalty has always been regarded as a synonym for true loyalty, even equating loyalty with complete loyalty. However, the friends around us, Are those collaborators who claim to be your forever loyal partners in a business relationship really true? Oliver classified customer loyalty as cognitive loyalty and emotional loyalty as early as 1997. Intention loyalty and behavioral loyalty. But past studies have neglected to predict consumer behavior with subdivided loyalty. In order to reveal the difference between cognitive loyalty and emotional loyalty consumer loyalty and purchase share. The author takes the Chinese hotel industry as the sample object, takes the customer relationship win back management as the background, through the cognition loyalty and the emotion loyalty customer loyalty and the purchase share absolute quantity comparison, The relationship between loyalty and purchase share is fitted to predict and evaluate consumers' behavioral tendency. The results show that emotional loyalty consumers are more loyal to suppliers than cognitive loyal consumers. The purchase share is more, the maintenance time is longer; the emotional loyalty has higher profit value to the firm than the cognitive loyalty. Therefore, whether to distinguish the cognitive loyalty and the emotional loyalty behavior effectively has the important practical significance to the enterprise marketing practice.
【作者单位】：西南财经大学工商管理学院
【基金】：国家自然科学基金项目“顾客的多忠诚研究”(批准号70672021)
【分类号】：F713.55;F224

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